Seeking to gain and advantage on their competitors in the mobile online banking space and make further inroads into the growing Hispanic market, Citibank recently launched Citi Mobile en Español. In addition to to growing their client base, Citi hopes that this strategy will help with client retention as approximately 25 percent of their clients are Hispanic.
According to Pew Research, 50 percent of all Hispanics who speak English use a mobile device to access the Internet. Pew found that many of these users are bi-lingual and prefer doing business in Spanish, depending on the specific task or situation is, and that 30 percent go online daily through their mobile phones.
Source: American Banking News