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Wells Fargo shares mobile banking usage patterns at Mobile Marketing Forum

LOS ANGELES – Wells Fargo’s mobile customer base is looking increasingly like the overall customer base, a senior executive from the bank told delegates at the Mobile Marketing Forum.

The bank’s mobile channels have also found widespread use across different demographics. The channels, however, are extremely popular with out-of-office workers, Generation Y and Millennial consumers, and mobile professionals.

“Our primary goal … for mobile is to be where customers expect us to be,” said Bruce Withers, vice president and operations manager at Wells Fargo.

Wells Fargo has three mobile channels.

The first is text banking, with the Wells Fargo’s common short code 93557 launched in October 2007.

Another key channel is the WAP site at

The most recent addition to the portfolio is the Wells Fargo iPhone application.

“Wells Fargo Mobile offers the same security guarantee as the online guarantee,” Mr. Withers said.

Per Wells Fargo research, the bank gets 19 requests to its text service per user each month.

The bank generates six sessions per user monthly on the mobile

Similarly, the bank records six sessions per user each month for its iPhone application.

Wells Fargo only last month received the highest ranking in availability and readiness.

Mr. Withers pointed out several key mobile adoption drivers. Among them were improved usability, evolving customer behavior and sought-after features on mobile devices.

The executive also said that peer-to-peer technology was ready to meet market demand.

U.S. consumers have embraced for shopping on mobile, Mr. Withers said. Consumers ages 26-34 who use mobile phones to pay for goods or a service doubled to 14 percent in the past year, he said.

“We’re at a tipping point,” Mr. Withers said.

When asked how many mobile banking customers Wells Fargo had, the answer was long on enthusiasm and short on data.

“Our adoption rates have been a pleasant surprise – they beat all our expectations,” Mr. Withers said.