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Mobile overtakes Web at ING Direct

Online bank, ING Direct, has launched a new mobile app designed to meet the demand of its growing mobile customer base.

ING Direct distribution executive director, Lisa Claes, said the company made the decision to move into the mobile space in response to the 280 per cent increase in mobile interactions in 2012. "The consistent trend in Web visits has been around 15 per cent year on year, but this spike in mobile interactions is proof of ever-growing consumer demand and comfort to be able to 'do' while on the go," she said.

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"For a bank where 95 per cent of customer transactions occur online, and 39 per cent of those are via mobile and increasing, this is absolutely the next step for a branchless bank like ING Direct."

Claes said the new app is easy and intuitive, and allows customers to view their account balance across all their products before logging in to transfer money to anyone in Australia with email or SMS notification.

"We know that our mobile customers bank with us more regularly and we want to make that experience easy and intuitive to ensure customers have visibility and control over their personal finances," she mentioned.

The app is collaboratively developed and designed by ING Direct's own digital team with consulting and technology firms, Oakton and Deloitte Digital.

"Deloitte research released this month shows that 30 per cent of Australian across ages 14 to 75 use their mobile for banking at least weekly, double last year's usage. The ING Direct app is all about creating something intuitive for customers on the go," Deloitte Digital partner, Jonathan Rees, said.

The ING Mobile Banking app is available for iPhone and Android.


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