Typical Mobile Banking customers tend to choose brands that can provide the fastest service and are easiest to get (28%), followed by brands that are most famous and widely used (21%)
Customers usually use mobile banking services 6-7 times a month, and on average, can use up to 2 mobile banking brands.
The Mobile Banking industry possess a Trumpet-shaped Customer Path, which implies that typically, brands within the industry should increase their Commitment Conversion.
Given the industry's wide BAR Range and high BAR Median, brands within this industry should focus more towards their branding.
The Mobile Banking industry has a Brand Advocacy Ratio of 0.60, which assess how many people who are aware of a certain brand also recommend the brand.
The industry obtains a Purchase Action Ratio of 0.55, which assess how many people who are aware of certain brand also purchase and/or use the brand.
The WOW Brand 2023 winners are chosen based on the highest Brand Advocacy Ratio. In the Mobile Banking Category, BCA mobile holds first place, followed by Livin' by Mandiri in second place and BRImo in third place.