More Than Half of Surveyed Mobile Users Manage Personal Finances on Their
Connected Devices, According to Research from IAB, InMobi & Viggle
Educating Users About Device and Network Security Would Help Drive More
NEW YORK -- April 11, 2013
With tax day fast approaching, the Interactive Advertising Bureau (IAB) today
released “Mobile and Money,” a new study conducted in partnership with InMobi
and Viggle, that looks at how mobile users are leveraging smartphones and
tablets to manage their personal finances. Findings show that a great number
of consumers are tapping into their mobile devices for money management,
although some are worried about security issues – real or imagined – that
financial services marketers need to better address.
According to the report, nearly two out of three respondents (58%) regularly
use their bank’s mobile app, while another 25 percent are aware of the app,
but have yet to use it. In addition, 50 percent use their bank’s
mobile-optimized web site, while another 26 percent are aware of the feature,
but have yet to test it.
These numbers indicate that the financial marketers’ messages about mobile
offerings are resonating with consumers. However, at the same time more than
half (52%) of the survey’s respondents said that in order to shift more
personal finance activities to their mobile device, they need a concrete
“guarantee” that financial transactions are safe, even if they lose their
phone. In addition, 46 percent stated that they needed to see better security
on their mobile network in order to inspire them to turn to their connected
device for more financial activities.
“Clearly, mobile users are leaning into their devices for personal finance
assistance wherever and whenever they happen to have a need,” said Anna Bager,
Vice President and General Manager, Mobile Marketing Center of Excellence,
IAB. “Most financial apps already contain rock-solid security, but consumers
seem not to be as plugged into that fact, and that knowledge gap can make all
the difference in driving further usage and adoption. This is an area that
financial services marketers should pay attention to in their future
The report found that respondents are starting to treat their smartphones as
virtual wallets, using the device for a variety of payment activities, such
*Paying mobile phone bills (42%) or other bills due for payment (46%)
*Paying a business for real-world goods/services, such as coffee via a
pre-paid card on the phone (34%)
*Buying tickets for a movie or concert or travel, etc. (37%)
*Paying for digital products such as music, movies or a smartphone app
*Paying friends or family (19%)
“Consumers show a definite willingness and interest in using their smartphones
as a mechanism for making payments,” said Shrikant Latkar, Vice President,
Global Marketing, InMobi. “The impediment is with retailers and individuals
not currently being set up to accept those payments. It is fascinating,
however, to see how far this has come so quickly. In some cases, like morning
coffee, paying with your mobile phone has almost become routine.”
When it comes to the name-brand apps that respondents who use mobile financial
services have downloaded to help them make payments or keep track of their
finances, Paypal was far and away in the lead (37%), trailed in the distance
by Mint (11%), Turbotax (9%), Square (8%) and Google Wallet (7%).
Money-related apps such as regular calculators and tip calculators were also
popular (72% vs. 35%), but those apps meant for scanning receipts and reading
financial news did not seem to capture much interest (16% vs. 14%).
Taking April 15 into account, the survey also asked respondents if they were
aware of apps available that will let them file their taxes through their
mobile device. More than half (57%) claimed that they knew about them, but a
negligible number (6%) said that they have used one to actually file.
“This time of year always poses a challenge to all of us needing to get our
taxes, and thereby our personal finances, in order,” said Greg Consiglio,
President and COO, Viggle. “We continue to see consumers looking to
applications on theirmobile devices for convenienceand this includes tools
for managing finances as well. Financial services advertisers need to consider
a mobile buy in the mix, if they want to reach consumers where they are
increasingly spending their time and looking for services that
“Mobile and Money” was released at the IAB Mobile Marketplace conference, held
at the Crowne Plaza Times Square in New York City. To download the entire
study, please visit www.iab.net/mobilefinance.
The “Mobile and Money” survey was fielded in March 2013. To get the sample,
Viggle emailed invites to a random sample of Viggle's nearly two million
registered users. These users completed the survey online (on either desktop,
smartphone, or tablet).One thousand, two hundred and forty-two respondents
completed the questionnaire. Note that only Viggle users 18 years old or older
participated in this survey. The Viggle audience is both technology- and
media- savvy. Viggle currently attracts a user base centered around the 25 -
34 year-old demographic. In addition, Viggle's audience is also more coastal
and more urban than the average consumer.
InMobi has been recognized by MIT Technology Review as one of 50
DisruptiveCompanies of 2013. InMobi platforms enable the world’s leading
brands, developers,and publishers to engage global consumers. InMobi builds
mobile-first technologyplatforms that leverage advances in big-data, user
behavior, and cloud-basedarchitectures to simplify advertising. Agencies and
advertisers leverage InMobiplatforms to create HTML5 rich media ads and
engage 578M consumers across 165countries. Developers and premium publishers
use InMobi platforms to acquire andmonetize their mobile apps and their
mobile websites across the globe. With offices in multiple continents, InMobi
provides global reach with local service and support acrossthe globe. InMobi
is venture-backed by investors including: SoftBank, Kleiner PerkinsCaufield &
Byers and Sherpalo Ventures.
Developers can start monetizing instantaneously by downloading our SDK -
To learn more, please visitwww.InMobi.com, follow us on Twitter @InMobi, or
discoverthe latest mobile insights atwww.InMobi.com/insights/.
Launched in January 2012, Viggle is a free second-screen media platform that
rewards its members for watching their favorite TV shows. Viggle enhances TV
with interactive games like Viggle LIVE and the first ever real-time fantasy
sports game, MyGuy. Viggle members get rewarded for their TV time from places
like Best Buy, Papa John’s, Fandango, Hulu Plus and Groupon, among others.
Viggle also allows like-minded fans of their favorite shows to connect through
Viggle Chatter features. Viggle’s audio verification technology recognizes
shows on TV and allows members to check into live and DVR’d TV content from
more than 170 of the most popular broadcast and cable channels. For more
information, visitwww.viggle.comor follow us on Twitter @ViggleTV.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading
media and technology companies that are responsible for selling 86% of online
advertising in the United States. On behalf of its members, the IAB is
dedicated to the growth of the interactive advertising marketplace, of
interactive’s share of total marketing spend, and of its members’ share of
total marketing spend. The IAB educates marketers, agencies, media companies
and the wider business community about the value of interactive advertising.
Working with its member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive advertising. Founded
in 1996, the IAB is headquartered in New York City with a Public Policy office
in Washington, D.C. For more information, please visit www.iab.net.
IAB Media Contact
Laura Goldberg, 347-683-1859
InMobi Media Contact
Mital Goel, +44 (0) 207.492.7000
Global Corporate Communications Manager
Viggle Media Contact
DKC Public Relations, Marketing & Government Affairs
Matt Caldecutt / Ed Tagliaferri, 212-685-4300
firstname.lastname@example.org / email@example.com
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