CONSUMERS & BRANDS

Target audience: Mobile banking

users in Colombia

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that answered ’’Mobile
(smartphone / tablet)’’ to the multi-pick question ’’How
do you process your banking matters with the bank
that you primarily use (e.g. transactions)?’’.
The report offers the reader a comprehensive
overview of mobile banking users in Colombia: who
they are; what they like; what they think; and how to
reach them. It provides insights on their
demographics, lifestyle, opinions, and marketing
touchpoints. Additionally, the report allows the reader
to benchmark mobile banking users in Colombia
(’’target audience’’) against the average Colombian
onliner, labelled as ’’all respondents’’ in the charts.
The report is updated quarterly and is based on data
from the Statista Consumer Insights Global survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the basic survey are updated
every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Mobile banking users in Colombia
Management summary: key insights
Demographic profile
27% of mobile banking users are part of
Generation X.
52% of mobile banking users are male.
Many mobile banking users have a high
annual household income.
Mobile banking users are more likely to
live in cities and urban areas than the
average consumer.
Sources: Statista Consumer Insights Global as of August 2023
Consumer lifestyle
An honest and respectable life has less
importance to mobile banking users
than to the average consumer.
Movies, TV shows and music are
relatively prevalent interests of mobile
banking users.
Mobile banking users are more likely to
have pets as a hobby than the average
consumer
Consumer attitudes
53% of mobile banking users state that
they could imagine doing their finances
exclusively via smartphone.
A relatively high share of mobile
banking users think that food & water
security is an issue that needs to be
addressed.
Many mobile banking users have
centrist political views.
Marketing touchpoints
Mobile banking users tend to go to the
movies more often than the average
consumer.
On social media, mobile banking users
interact with companies more often
than the average onliner.
Mobile banking users remember seeing
ads out-of-home more often than the
average consumer.
Mobile banking users remember seeing
ads in video portals more often than the
average consumer.
CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 27% of mobile banking users are part of Generation X
Demographic profile: life stages

Age of consumers in Colombia

Target audience 30% 41% 27% 2%

All respondents 33% 41% 24% 3%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 52% of mobile banking users are male
Demographic profile: gender

Gender of consumers in Colombia

Target audience 52% 48%

All respondents 51% 49%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of mobile banking users have a college degree
Demographic profile: education

Consumer’s level of education in Colombia

35%

30% 30% 30%

20%
17%

9%
8% 8%
5%
2% 2% 2%
1%

No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users,
n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many mobile banking users have a high annual household income
Demographic profile: income

Share of consumers in Colombia in the high, middle, and low thirds of monthly household gross income

Target audience 41% 33% 26%

All respondents 35% 31% 34%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How do you process your banking matters with the bank that
you primarily use (e.g. transactions)?; Multi Pick; Base: n=635 mobile banking users, n=1831 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many mobile banking users live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Colombia live​

34%

30%
26%
25%

14% 15%
11% 11%
9%
7%
5% 5% 5%
4%

Single household Couple Single parent Nuclear family Multi- Two or more Other
household household generational related adults household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?;
Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Mobile banking users are more likely to live in cities and urban areas than the
average consumer
Demographic profile: type of community

Communities where consumers live in Colombia

28% 29%
27%
26%

22%
20%

11%
9%
8% 8%
7%
5%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target audience All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 An honest and respectable life has less importance to mobile banking users
than to the average consumer
Consumer lifestyle: life values

Most important aspects of life for consumers in Colombia

64%
60%

43% 43%
40% 38% 38% 37%
34% 33%
30% 29%
28% 28%

13% 14%
11% 11%
4% 4%

An honest To be Learning A happy Making Safety and Advancing Having a Social Traditions
and successful new things relationship my own security my career good time justice
respectable decisions
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi
Pick; Base: n=714 mobile banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Movies, TV shows and music are relatively prevalent interests of mobile banking
users
Consumer lifestyle: main interests

Top 10 interests of mobile banking users in Colombia

61% 60% 58% 58%

54% 53% 53% 54% 53%
50% 50% 50%
48% 46% 47%
45%
40% 39% 38%
37%

Movies, Science & Finance & Travel Health & Food & Sports Career & History Family &
TV shows technology economy fitness dining education parenting
& music

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Mobile banking users are more likely to have pets as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of mobile banking users in Colombia

62%
58%
53%
49% 48% 47% 46% 45%
44% 42% 42% 42%
41% 39%
37% 37% 35%
33% 32%
30%

Traveling Reading Outdoor Tech & Cooking Doing Pets Video Socializing Cars /
activities computers / baking sports gaming vehicles
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 CHAPTER 03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 53% of mobile banking users state that they could imagine doing their finances
exclusively via smartphone
Consumer attitudes

Agreement with statements in Colombia

53%
47%
43%
39%

25%
22%
20% 19%
15% 14%

I could imagine dealing I could imagine I could imagine getting If the service is good, I could imagine
with my financial dealing with my all my financial services I’m happy to pay for consulting a algorithm-
transactions exclusively financial transactions from a tech company account administration based digital program
via my smartphone exclusively online such as Google or Apple and transactions (RoboAdvisor) for
advice on insurance

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=1046 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of mobile banking users think that food & water security
is an issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Colombia according to mobile banking users

75% 73% 74% 73%

70% 70%
67% 67% 65% 63%
60% 58%
49% 48% 47% 48% 46%
44% 44%
38%

Unemploy- Crime Education Poverty Economic Rising prices Environ- Housing Health Food and
ment situation / inflation / ment and social water
cost of living security security

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g.
transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Many mobile banking users have centrist political views
Consumer attitudes: politics

Political attitudes of consumers in Colombia

Target audience 22% 33% 30% 15%

All respondents 20% 29% 29% 22%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; How do you process your banking matters
with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER 04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Mobile banking users tend to go to the movies more often than the average
consumer
Marketing touchpoints: media usage

Type of media consumers in Colombia have been using in the past 4 weeks
87% 85%
85%
76%
74%
67%
63% 63%
57%
54% 52% 53%

40% 39%
34% 33% 32%
31% 30%
27%

6% 5%

TV Digital video Movies / Digital music Online news Radio Podcasts Online Daily Magazines Weekly
content cinema content websites magazines newspapers newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile banking users, n=2089
all respondents
Sources: Statista Global Consumer Survey as of August 2023
 Mobile banking users remember seeing ads in video portals more often than
the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where mobile banking users in Colombia have come across digital advertising in the past 4 weeks

63%
57%
55%
52%

40% 39% 39% 38%

37% 36%
33% 34% 35% 35%
29% 31% 31%
27% 25% 25%

Video Social Online Search Websites Video Music Video Editorial Other apps
portals media stores engines and apps streaming portals games websites
of brands services and apps
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile
banking users, n= 2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Mobile banking users access the internet via a desktop PC more often than the
average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Colombia use regularly to access the internet

93%
88%
79%
74%
70% 68%

51%
45%
42% 41%
38%
32%
26% 25% 22% 23%
20%
17%

Smartphone Smart TV Laptop Desktop PC Tablet Gaming Smartwatch Streaming Smart

console device speakers

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile
banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 On social media, mobile banking users interact with companies more often than
the average onliner
Marketing touchpoints: social media usage

Social media activities in Colombia by type​

66% 65%
60% 61% 60%
58%
56% 56% 55%
50%
46%
41% 43%
39%
37%
33% 34%
31%
27%
22%

11% 11%

1% 1%

Sent private Liked posts Followed Posted Commented Liked Shared Posted texts Followed Shared Passive social No social
messages by other people pictures on posts company posts by / status companies company media usage media usage
users / videos posts other users updates posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile
banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Mobile banking users remember seeing ads out-of-home more often than the
average consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Colombia have come across non-digital advertising in the past 4 weeks

67%
63%

51%
43% 44%
38%
31% 29% 30%
24% 25% 24%
22%
20% 18% 17%

On TV On advertising Directly in On the At the movies In printed In printed By mailshot /

spaces the store radio /cinema daily magazines advertising
on the go newspapers and journals mail
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=714 mobile
banking users, n=2089 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 STATISTA CONSUMER INSIGHTS

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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He Interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design
automation design, and is a trusted advisor to clients and stakeholders for the and report automation, specifically QA processes. Stefan’s expertise also includes Python
product. and developing the teams AI offer.

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