In Venezuela, according to a study carried out by the consulting firm REM Media and Consulting, and reviewed by the Banca y Negocios news web portal, payment applications drive the growth of internet traffic towards financial solutions.
According to the study that analyzed more than 40 million monthly visits to finance-related sites, it was the advertising investment in “ads” to announce the launch of paid apps, their benefits and new features, the main source of traffic to these fintech applications that have doubled in the last 18 months. These applications include: Ubii App and Zinli.
On the other hand, according to the study, the navigation towards the portals of the Venezuelan banking sector has had a decrease, since even in the last six months its volume was reduced by 19%, even though the pages of the main banks remain in the top of visits of the country.
In this sense, according to the consultant -Banking and Business reviewed- when comparing the user profiles of these two sectors, it was found that the greatest difference is in the penetration they have in the younger segments. The group between 18 and 34 years of age represents 32% of the digital users of Traditional Banking, while for Fintech it is 43%.
For its part, Carlos Machicao, digital director of REM Media and Consulting for the US and Latin America, said the following: “To think that this rising trend of Fintech solutions and their preference among young people is a fad in Venezuela is a common mistake. Based on the consumer journey, we can understand that this reality responds to the specific needs of the new economy: online purchases, digital payments and investment in cryptocurrencies.”
Likewise, Rubén Darío Rodríguez, executive director of REM Media and Consulting for Venezuela, He explained that the visitors of sites such as Amazon, Aliexpress, Paypal, Binance or Coinmarketcap are the ones who most frequent the applications of the new financial services.
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