Mail.ru Group and Researchme conducted a study and found out which banking products are preferred by Runet users and how advertisers ' investments in this category change.
Every second Respondent is served in one bank, a third are clients of two banks, and 15% are clients of three-five banks.
Nine out of ten use services for individuals, 7% are served as individual entrepreneurs and legal entities.
Bank cards are the most popular product in all age categories. Every fifth participant in the survey started using them before the age of 18, 29% got a card between the ages of 18 and 24, and 16% - from 25 to 34 years.
The most common are salary cards: more than half of the respondents have them. Debit cards issued independently are used by 42% of respondents. Women make them more often than men – 46% vs 38%. These cards are most popular among young people: 53% of respondents under the age of 25 have them. 69% of debit card holders have one such card, 26% use two or three, and 5% use more than four.
Credit cards are most often used by people over 35 years of age: almost 40% of respondents in this age group have them. The lowest interest in this banking product among users under 25 years of age – only 19% have a credit card.
Among users who have issued a mortgage, men are one and a half times more than women – 9% vs 6%. Men also likely to use investment products more often.
Contactless payments are most often used by people under 25 years of age. On average, 14% of survey participants have a virtual card, and every fifth user is younger than 25 years old.
Insurance is chosen by 28% of users. Of these, 46% insure health and life, 42% - deposits and loans, 33% - property, and 26% make travel insurance.
Every second user of banking products receives cashback. 39% use bonuses from the bank's partners (for example, additional discounts), every tenth-premium service.
Users prefer calls and online communication with the bank – this was confirmed by 73% of the survey participants. Among women, this figure is higher than among men – 76% vs 69%. The trend is strongest among young people: 81% of respondents under the age of 25 chose this answer.
91% of respondents use online banking services, 81% of them choose a mobile app and 54% choose a web version. Users choose Internet banking primarily to solve three main tasks: transferring money (76%), paying for services (65%), and controlling expenses (48%). Women are more likely than men to use apps to get help and chat with bank representatives – 19% versus 14%. Among men, there are more people who use banks ' mobile apps for currency exchange.
Every second participant in the survey visited bank branches during a month, and almost a quarter were there from a month to six months ago. Users still prefer to open new products offline – this was confirmed by 45% of the survey participants.
Now users most often learn about new products and offers of the bank from SMS (39%), Internet advertising (25%), TV advertising and Bank websites (22% each).
The audience under 25 years of age is more likely to learn about new products from digital resources: advertising on the Internet (32%), social networks and channels of the bank (26%), social networks and channels about finance (18%), as well as recommendations from bloggers and famous people (11%).
Every fifth user over 45 years of age listens to the recommendations of employees of bank branches.
What about advertisers, at the end of the third quarter of 2019, they mostly chose the payment model for performance indicators (60% of investments, which is 20% higher than in the first quarter of 2018).
Targeting allows you to personalize your AD messages. 95% of budgets are for geotargeted campaigns, 91% for age-targeted campaigns, and 56% for interests.
Advertisers actively use remarketing – 29% of their budgets are spent on campaigns that use this tool. Remarketing allows you to build communication with users who are already familiar with the company.
Contextual targeting is another popular tool in the banking industry that allows you to display advertisements in accordance with user requests in social networks, marketplaces, and classifieds.
"Banks are one of the most technologically advanced industries in Russia. This applies both to the digitalization of services and solutions of players, and the approaches of companies to the promotion and development of business in general – said Irina Alekseeva, Deputy commercial Director, Mail.ru Group. – Users actively respond to market trends and switch to digital services that allow them to solve daily tasks faster and easier. Advertisers study the needs of the audience and develop new approaches to communication with customers. Social networks and targeted advertising are popular channels in the banking category that allow you to build up from competitors and avoid an overheated auction in traditional contextual advertising."