Big Data Analysis on Demographic Characteristics of Chinese Mobile Banking Users

Mobile banking as a kind of new combinative
product of electronic currency with the advantage of handling a
variety of financial businesses whenever and wherever, is rapidly
becoming an alternative, efficient and relatively safe way to
conduct banking services, compared to traditional banking. A lot
of research has been conducted in this field. However, it can be
seen that most researches are focusing on the influence factors of
mobile banking adoption. Specific researches on the relationship
among demographic characteristics and the mobile banking
functions and marketing strategies are quite few. This article
aims to offer a comprehensive analysis of the influence of
demographic characteristic factors on the use of mobile banking
functions via the use of questionnaires and big data analytics.
Several cross analyses and decision trees are used in the process
in order to provide banks with implications to find potential
target clients groups according to the demographic
characteristics, which can help them to improve certain products
and services. Since the investigation includes both users and nonusers
of mobile banking, Chinese domestic banks can plan, to not
only find potential new customers, but also retain existing clients
based on the results of the analysis.