Cellphone banking adoption and its impact on the transactional behaviour of low income consumers

Abstract

This aim of this study was to establish if individual characteristics have an impact on the adoption of cellphone banking amongst low-income (Mzansi) consumers. The second component of the study then set out to assess the impact that cellphone banking adoption has on the financial behaviour of these consumers. This data was obtained using the data mining technique. Data from one of the local banks was extracted and analysed. In addition to using descriptive statistics, the ANOVA was used. The ANOVA is an inferential statistical method. It establishes whether there is a relationship with the defined variable and the adoption of cellphone banking. Race, age, income, gender, number of bank products and channel of registration where the variables that were analysed. With the exception of age, no other variable had an impact on adoption for both Mzansi customers as well as the entire base. The subsequent post adoption behaviour analysis that was conducted identified some key behaviour changes. Consumers who adopted cellphone banking significantly increased (>300%) their demand of prepaid products. Secondly, the demand for cash amongst adopters was lower than the demand from non-adopters which could signal a shift towards cashless solutions. And finally, the cellphone banking adopters were found to perform more transactions prior to adoption when compared to non adopters thereby demonstrating a higher need for a mobile banking solution. Copyright