02 October 2014

Mobile overtaking PC as channel of choice for first direct customers

26 June 2014  |  4291 views  |  5 First direct head office 2

Mobile visits to the website of first direct are to set to overtake desktop log-ins as consumer enthusiasm for banking-on-the-move picks up speed.

In March 2014 nearly 50% of all visit to first direct's website came from a mobile device (phone or tablet), a significant increase from March 2013 (30%).

If this trend were to continue, mobile visits would very quickly overtake desktop usage amongst the direct bank's customers, says Sean Barton, head of digital at first direct commented:

"We're always striving to improve our mobile offering as we know that this is fast becoming our customers' channel of choice," he says. "It's important that we give our customers the opportunity to bank with us using whichever method they prefer, regardless of the mobile device they've chosen.

To this end, the UK direct bank has launched its first mobile app for Windows 8 phone. This follows on from its recently added BlackBerry 10 App and means the bank's mobile offering is now available across four platforms (iOS, Android, BlackBerry 10 and Windows 8).

Recent research from the British Bankers Association shows that Brits have now downloaded more than 12.4 million banking apps while the number of transactions made using them has nearly doubled in a year, hitting 18.6 million a week in 2013.

Comments: (5)

A Finextra member | 26 June, 2014, 11:39

As a First Direct customer, and regular user of their PC log in troute, I believe this is almost entirely down to the fact that they've made logging into First Direct via a PC as difficult and inconvenient as they possibly can with dual authentication and various other 'security options' required whereas logging in via the mobile app is much easier. 

Paul Love - Compass Plus - Nottingham | 26 June, 2014, 17:11

Also as a First Direct customer, I am a great fan of their overall proposition and customer service, but their On-line and Mobile apps now look dated, and the black and white design does not help.

But where is Paym?

Why do they not fix the 3D Secure popup to work even in a vaguely intuative way (I dread using my debit card online)

They are starting to falling behind in the mobile/online space.

Paul Love - Compass Plus - Nottingham | 26 June, 2014, 17:38

I thought I would just try my FD mobile App again, in case I was a little harsh in my previous comment.

Unfortunately my mobile phone (Galaxy S3) had recently reset itself, and the only way to get back into the FD app was to spend 20 minutes on the phone to the FD call centre to re-autenticate the phone.

Come on guys - get with the programme!

A Finextra member | 27 June, 2014, 07:23

I have been a client of First Direct for a long time - I have been in payments for a very long time. I recently elected to use the secure RSA security code generating app on First Direct for my Web banking service - what a nausea....  poorly  designed, onerous password setting controls, and a challenge for the Poor FD Staff to manage clients through.... I can understand why mobile visits grew dramatically in March...  Customers trying to fix problems....  Unbelievably I am now considering moving my bank accounts elsewhere...  a complex process still (even with switching)  but the lack of Paym,  the clunky app, and the technical delivery have started to overcome my complete satisfaction with FD and its staff as the worlds best telephone bank...  PS FD, colour is no more expensive on a mobile than Black and white.... FD head of marketing.... I know Its not 'brand' consistent-  But you could be creative -  "FD Mobile Banking... First direct in in full Colour" is possible

To use a forced changeover of your clients to use mobiles as security devices to make the claims FD are making, without qualification, are a bit disengenuous..... Especially if you are a customer of First Direct, and know anything about mobile banking..... This is rare critisism from a normally very happy FD customer...

Jim Wells - Wellspring Consulting International - Fort Lauderdale | 28 June, 2014, 15:27

This has to be the silliest observation of all time.  First Direct began as a telephone banking application.  In case anyone forgot, mobiles are telephones.  What's the big change???  And who is really surprised that consumers embrace convenience??

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