艾瑞咨询·2025-11-11 00:05Core Viewpoint - The mobile banking app has become a crucial platform for commercial banks to expand service boundaries, optimize user experience, and enhance market competitiveness. The industry is shifting from user expansion to refined operations and value extraction from existing users as user engagement declines and traffic stabilizes [1][2][3]. Industry Development - The banking industry is facing profound changes in the operating environment, with narrowing interest margins and intensified competition. The integration of AI technology and data value is becoming essential for banks to build core competitiveness [2][3]. - Since the launch of the first banking app in 2009, the industry has transitioned to online operations, now entering a phase that requires refined management. As of 2023, the overall traffic of mobile banking apps in China fluctuates between 650 million and 720 million, with daily effective usage time dropping from 4.93 minutes to 2.95 minutes [2][3]. Operational Strategies - Banks need to adopt refined operational models to tap into existing user value. A three-layer strategy is proposed: 1. Foundation Layer: Build a comprehensive user segmentation and profiling system using big data and AI technologies for optimal resource allocation [3]. 2. Key Layer: Deepen the integration of high-frequency life scenarios with financial functions to create a "finance + scenario" ecosystem [3]. 3. Goal Layer: Establish emotional connections with users through immersive interactions, enhancing user retention and value accumulation [3]. Mobile Banking App Rankings - In Q3 2025, the top 50 mobile banking apps in China were ranked based on average monthly active users (MAU). The Agricultural Bank of China leads with over 250 million MAU, followed by the Industrial and Commercial Bank of China and the China Construction Bank [5][7]. - State-owned banks showed positive growth, with increases ranging from 1.6% to 6.1%. Among the 10 listed joint-stock banks, 8 experienced growth, with Everbright Bank seeing an increase of over 10% [5][7]. Performance of State-owned Banks - The six major state-owned banks maintained strong performance in Q3 2025, with the Agricultural Bank of China leading the MAU rankings. The Industrial and Commercial Bank of China and the China Construction Bank also performed well, with significant growth rates [7][9]. Performance of Joint-stock Banks - Joint-stock banks performed well in Q3 2025, with China Merchants Bank leading with over 70 million MAU. The overall MAU for joint-stock banks increased, with Everbright Bank showing an 11% growth [13][14][16]. Performance of City Commercial Banks - City commercial banks had a notable performance, with 17 banks entering the top 50 list. Ningbo Bank led with 364.4 million MAU, achieving a 43.9% growth rate [19][21]. Performance of Rural Commercial Banks - In Q3 2025, 17 rural commercial banks and rural credit cooperatives made it to the top 50 list, with Fujian Rural Credit leading at 781.6 million MAU. Most banks showed positive growth, with Sichuan Rural Credit and Fengshou Interconnection exceeding 10% growth [24][25]. Future Outlook - The future development of banking apps will heavily rely on data and AI technologies, with AI digital financial advisors expected to become core service providers. The transition from standardized to personalized services will enhance user experience and accessibility [27][28].