72% of UAE banking customers prefer mobile apps: ADL survey

A new survey by Arthur D. Little (ADL) with 24 UAE banks, revealed that customers are increasingly demanding seamless, omnichannel banking experiences, with mobile banking apps and online platforms leading this digital transformation. The survey indicates that 72% of UAE respondents prefer mobile apps as their primary banking channel, highlighting convenience, intuitive design, and personalized financial management as driving factors.

Despite significant digital adoption, the report reveals notable preferences for in-person services for trust-based transactions. Approximately 35% of UAE customers still choose physical branches for complex needs such as loan applications and mortgages. Additionally, while 43% of respondents regularly utilize self-service kiosks for routine tasks, a substantial segment continues to favor direct human interaction for advisory services, particularly among high-income consumers who value face-to-face consultations for major financial decisions. Around 70% of high-income UAE customers favor digital banking solutions, particularly mobile apps and online platforms, yet still rely on in-person advisory services for complex, high-value transactions.

"UAE banks have a unique opportunity to strengthen their competitive edge by enhancing their omnichannel strategies," said Martin Rauchenwald, Partner and Global Head of Financial Services practice at Arthur D. Little. "Blending advanced digital platforms with high-quality, personalized in-branch advisory services is essential for maintaining customer trust and engagement. To secure customer loyalty, banks should focus on seamless integration of digital and physical interactions, ensuring consistent, high-quality experiences."

Mobile wallet usage is growing steadily, particularly among younger consumers and tech-savvy middle-income groups. Rezwan Shafique, Principal, Financial Services at Arthur D. Little Middle East, added, "To achieve true omnichannel excellence, UAE banks must continue refining digital self-service options, such as advanced kiosks for loan applications and card issuance, alongside sophisticated mobile wallet solutions. Additionally, strategic investments in customer-centric innovations like AI-powered personalization and enhanced digital literacy programs will bridge the digital divide and elevate overall user experiences. Ensuring consistent user experiences across mobile apps, online portals, and branches will be critical for customer retention and growth."

The survey emphasises UAE customers' demands for enhanced digital and automated solutions across banking platforms, particularly for self-service tasks, digital wallets, and wealth management solutions. Banks are urged to introduce advanced self-service technologies, optimize mobile remittance capabilities, and leverage AI-driven wealth management portfolios, complemented by personalized in-branch consultations for complex financial decisions.

To fully realise this customer-centric vision, UAE banks must embrace "phygital" strategies—seamlessly merging digital efficiency with trusted human interactions. By adopting hybrid service models, banks can ensure personalized, inclusive, and secure banking experiences, positioning themselves as leaders in a competitive financial market.

WAM