Mobile banking rollout in emerging markets: evidence from Brazil

Abstract

Purpose

The aim of this paper is to investigate the perceived obstacles to the adoption of mobile banking services among Brazilian internet users and search for patterns according to socio‐demographics variables.

Design/methodology/approach

Data were collected through an online survey involving the internet banking customers of a major Brazilian bank. A total of 3,585 usable cases were collected from customers who do not use any kind of mobile devices (cell phones, PDAs or Smartphones) to access electronic banking services. The main reasons for rejecting the service were explored using multidimensional scaling, while chi‐square tests were used to assess differences between socio‐demographic variables.

Findings

The results indicate that the majority of respondents do not use any kind of mobile banking service. Perception of cost, risk, low perceived relative advantage and complexity were revealed to be the main reasons behind the reluctance to use the service. The influence of other background factors is less evident.

Practical implications

The research has practical implications, as it suggests guidance strategies and presents directions for service enhancement as a key to overcoming the perceived obstacles to m‐banking adoption.

Originality/value

This is the first empirical research exploring mobile banking resistance factors in Brazil.

Citation

Cruz, P., Barretto Filgueiras Neto, L., Muñoz‐Gallego, P. and Laukkanen, T. (2010), "Mobile banking rollout in emerging markets: evidence from Brazil", International Journal of Bank Marketing, Vol. 28 No. 5, pp. 342-371. https://doi.org/10.1108/02652321011064881