ComScore: Social and mobile finance

ComScore's online and mobile banking report shows that social media is becoming a new channel for banks to showcase their products, but bank customers may not know this. Only 18% of users know that their financial service institutions have accounts on social networks, 59% have no impression of this, and 24% are not sure whether their banks have any actions on social media sites.

Data shows that the number of users visiting the bank's Facebook homepage has increased by nearly 25%, while the number of users on Twitter and LinkedIn has grown relatively slowly.

Users access these bank social accounts mainly for retail transactions, credit cards and online shopping.

Mobile continues to play a stronger role as a channel for users to obtain financial services information and use banking services. In Q2 2011, 16% of US mobile phone users (234 million) said they had engaged in financial information-related activities on their mobile phones in the past month. The vast majority of users used their mobile phones to obtain banking services, followed by credit cards and insurance.