The Rise of the Mobivore: Serving the Mobile-Only User

Mobile-only users – or "mobivores" – are a fast growing segment in the mobile banking population. Serving the small but growing number of mobivores will require financial institutions to think differently about the mobile channel.

The steady growth in smartphone usage means more and more consumers are using their mobile devices to access digital services. Many digital businesses are successfully serving mobile-only users but financial institutions could do more to provide a compelling user experience for this market segment.