Ipsos Survey: User-friendly Applications are Crucial for Digital Bank Users
An Ipsos Indonesia survey shows that ease and efficiency are critical factors in driving the use of digital banking services, with 71 per cent of respondents citing fast and easy transaction processes as a primary factor.
Hansal Savla, Managing Director of Ipsos Indonesia, stated that the digital banking experience increasingly encompasses various aspects, ranging from transaction speed and system stability to interface ease and smooth daily processes for users.
“App performance and ease of use are vital components in shaping the user experience of a digital banking service,” Hansal said in a statement in Jakarta on Friday.
Existing data indicates that the growth of digital transactions in Indonesia continues to demonstrate strong public adoption of digital financial services. Bank Indonesia recorded digital payment transaction volumes reaching 5.50 billion transactions in July 2024, growing by 28.69 per cent year-on-year. Growth was also noted in transactions via the internet and mobile applications, at 9.39 per cent and 24.25 per cent respectively (yoy).
Meanwhile, QRIS transactions surged by 82.42 per cent (yoy), supported by an increase in the number of users and merchants. This development reflects the increasing integration of digital transactions into the daily financial activities of the Indonesian people.
The Ipsos Indonesia survey results show that 66 per cent of respondents consider the completeness of products and transaction features, while 61 per cent value an easy-to-use application. Furthermore, 57 per cent identified a simple account opening process as a factor driving the use of digital banking apps.
“As digital banks become more integrated with daily financial activities, users do not only require digital access to banking services, but also an experience that is easy, fast, stable, and reliable,” said Hansal. He added that consumer perception of app performance and reliability is a key aspect being monitored.
Regarding the attributes of transaction smoothness and application response speed, the three banks with the highest positive perception were SeaBank (67 per cent), Bank Jago (54 per cent), and Neobank (42 per percent).
In terms of application stability with minimal disruptions or errors, SeaBank (66 per cent), Bank Jago (51 per cent), and Superbank (47 per cent) held the top three positions. Following these, Superbank (39 per cent) and Allo Bank (29 per cent) occupied the next positions for transaction performance, while Neobank (43 per cent) and Allo Bank (26 per cent) led for application stability.
These findings suggest that app performance is a vital part of the daily transaction experience, beyond mere feature availability. Beyond technical performance, daily ease of use also shapes the experience that ultimately builds digital banking user loyalty.
For the attribute of ease and simplicity in understanding the interface, the top three positions were held by SeaBank (56 per cent), Allo Bank (52 per cent), and Bank Jago (50 per cent), followed by Superbank (47 per cent) and Neobank (43 per cent).
In terms of ease of opening an account, Neobank and SeaBank both recorded 54 per cent, followed by Superbank (46 per cent), Allo Bank (45 per cent), and Bank Jago (41 per cent). This indicates that concise onboarding processes and easy navigation are now integral parts of the experience evaluated by digital banking users.
“Consumer preferences for digital banks continue to evolve as daily transaction needs become more diverse. As applications become part of increasingly routine financial activities, an easy, fast, stable, and reliable experience becomes increasingly relevant in building the consumer experience for digital banking services,” he added.