{"id":7169,"date":"2021-06-22T17:15:07","date_gmt":"2021-06-22T15:15:07","guid":{"rendered":"https:\/\/www.devlhon-consulting.com\/?p=7169"},"modified":"2021-06-22T17:15:07","modified_gmt":"2021-06-22T15:15:07","slug":"pourquoi-la-france-parait-elle-peu-concernee-par-le-boom-des-applis-bancaires-et-financieres","status":"publish","type":"post","link":"https:\/\/www.devlhon-consulting.com\/fr\/pourquoi-la-france-parait-elle-peu-concernee-par-le-boom-des-applis-bancaires-et-financieres\/","title":{"rendered":"Pourquoi la France parait-elle peu concern\u00e9e par le boom des applis bancaires et financi\u00e8res ?"},"content":{"rendered":"<p>[vc_row][vc_column][vc_column_text]A\u00efe\u00a0! Nous n\u2019allons pas forc\u00e9ment nous faire des amis du c\u00f4t\u00e9 des directions marketing. Car celles-ci, d\u00e9couvrant le remarquable travail d\u2019AppsFlyer, penseront sans doute y trouver des arguments tr\u00e8s convaincants pour justifier l\u2019orientation actuellement assez g\u00e9n\u00e9rale qui consacre l\u2019essentiel des budgets marketing \u00e0 la promotion des applis bancaires. Examinons cependant les choses d\u2019un peu plus pr\u00e8s.<\/p>\n<p>Dans le rapport <a href=\"https:\/\/www.appsflyer.com\/state-of-finance-2021\/\"><strong>The State of Finance App Marketing<\/strong><\/a> qu\u2019il vient de publier, le sp\u00e9cialiste de l\u2019attribution mobile AppsFlyer d\u00e9cortique le boom que connaissent, dans le monde entier, les applis financi\u00e8res depuis les d\u00e9buts de la crise sanitaire. Un boom que la France, cependant ignore pratiquement\u00a0:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10302\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/3eac9befcd8a1885f0cbf2e533141467-2.jpg\" sizes=\"auto, (max-width: 567px) 100vw, 567px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/3eac9befcd8a1885f0cbf2e533141467-2.jpg 476w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/france-\u00e0-l\u00e9cart-300x258.jpg 300w\" alt=\"\" width=\"567\" height=\"488\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Les comparaisons sont frappantes en Europe. La France n\u2019a pas compl\u00e8tement ignor\u00e9 le mouvement, bien s\u00fbr. Mais alors que le d\u00e9collage a particuli\u00e8rement eu lieu fin 2020, il a pris une bien moindre mesure en France (+26%) qu\u2019en Allemagne (+84%) ou en Grande-Bretagne (63%) :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10303\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/7764d1024809df596e1a46c7af145c2f-2.jpg\" sizes=\"auto, (max-width: 494px) 100vw, 494px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/7764d1024809df596e1a46c7af145c2f-2.jpg 454w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/app-2-300x265.jpg 300w\" alt=\"\" width=\"494\" height=\"436\" \/><\/p>\n<p>Comment expliquer de tels \u00e9carts\u00a0? Apparemment, les \u00e9tablissements financiers fran\u00e7ais n\u2019ont pas r\u00e9alis\u00e9 des d\u00e9penses marketing aussi \u00e9lev\u00e9es que leurs voisins anglais (+300%) ou allemands (+230%). Les banques fran\u00e7aises ont, semble-t-il, manqu\u00e9 d\u2019agressivit\u00e9 commerciale. Pourtant, il n\u2019en est rien. Car, en fait, on ne parle tout simplement pas de la m\u00eame chose\u00a0! En France, ce sont les applis bancaires et celles des services financiers et n\u00e9obanques qui ont \u00e9t\u00e9 concern\u00e9es\u00a0:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10304\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/41e5dbb2660f243726d2d8003bf70458-2.jpg\" sizes=\"auto, (max-width: 502px) 100vw, 502px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/41e5dbb2660f243726d2d8003bf70458-2.jpg 448w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-fr-300x250.jpg 300w\" alt=\"\" width=\"502\" height=\"418\" \/><\/p>\n<p>Rien \u00e0 voir en Allemagne et au Royaume-Uni o\u00f9 l\u2019essentiel de la hausse des installations d\u2019applis est due \u00e0 ce qu\u2019AppsFlyer nomme les \u00ab\u00a0<em>Investment Apps<\/em>\u00a0\u00bb, type Robinhood, qui permettent de sp\u00e9culer facilement sur les march\u00e9s boursiers et les cryptos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-10305\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/fa44385380117fe881cc1c4a01659e0a-2.jpg\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/fa44385380117fe881cc1c4a01659e0a-2.jpg 1024w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-2-300x138.jpg 300w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-2-768x353.jpg 768w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-2-600x276.jpg 600w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-2-1536x706.jpg 1536w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/categ-2.jpg 1592w\" alt=\"\" width=\"1024\" height=\"471\" \/>La France a simplement davantage \u00e9chapp\u00e9 que ses voisins au <a href=\"http:\/\/score-advisor.com\/quand-les-clients-des-banques-deviennent-de-simples-joueurs\/\"><strong>ph\u00e9nom\u00e8ne Robinhood<\/strong><\/a>, tandis que, globalement, les applis bancaires y ont connu un plus fort dynamisme qu\u2019en Allemagne et de m\u00eame niveau qu\u2019au Royaume-Uni.<\/p>\n<p>Par rapport \u00e0 l\u2019Allemagne, les applis financi\u00e8res fran\u00e7aises obtiennent des taux de conversion strictement comparables\u00a0: 62% d\u2019utilisateurs enregistr\u00e9s le jour m\u00eame du t\u00e9l\u00e9chargement (61% en Allemagne) et 77% dans les trois jours (78% en Allemagne). Mais ceci, en France, sans avoir fait exploser les co\u00fbts marketing comme en Allemagne (o\u00f9 ils ont presque quadrupl\u00e9 fin 2020 avant de s\u2019effondrer) et au Royaume-Uni (o\u00f9 ils ont pratiquement doubl\u00e9)\u00a0:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10306\" src=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/3690ca3b1720752142d7522d2ab888eb-2.jpg\" sizes=\"auto, (max-width: 544px) 100vw, 544px\" srcset=\"https:\/\/www.devlhon-consulting.com\/wp-content\/uploads\/2021\/06\/3690ca3b1720752142d7522d2ab888eb-2.jpg 458w, http:\/\/score-advisor.com\/wp-content\/uploads\/2021\/06\/cpi-300x245.jpg 300w\" alt=\"\" width=\"544\" height=\"444\" \/><\/p>\n<p>En fait, l\u2019essentiel du boom des installations d\u2019applis ayant surtout \u00e9t\u00e9 port\u00e9 par les <em>Investment Apps<\/em>, les d\u00e9penses marketing qu\u2019ont pu engager les \u00e9tablissements financiers ont \u00e9t\u00e9 peu performantes (sur 700 millions d\u2019installations d\u2019applis en zone EMEA, 230 millions ont suivi des campagnes marketing), sinon \u00e0 faire flamber les co\u00fbts d\u2019acquisition ! Dans ces conditions, pour les banques, orienter l\u2019essentiel des budgets marketing sur la promotion des applis serait sans doute une erreur.<\/p>\n<p>Score Advisor[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans le rapport <a href=\"https:\/\/www.appsflyer.com\/state-of-finance-2021\/\"><strong>The State of Finance App Marketing<\/strong><\/a> qu\u2019il vient de publier, le sp\u00e9cialiste de l\u2019attribution mobile AppsFlyer d\u00e9cortique le boom que connaissent, dans le monde entier, les applis financi\u00e8res depuis les d\u00e9buts de la crise sanitaire. Un boom que la France, cependant ignore pratiquement\u00a0:<\/p>\n","protected":false},"author":6,"featured_media":7170,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"seo_booster_metabox":"","footnotes":""},"categories":[47,138,137,139],"tags":[483,482,72,421,94],"class_list":["post-7169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-devlhon-consulting","category-analyse","category-article","category-overview","tag-api","tag-appflyer","tag-banque","tag-banque-digitale","tag-fintech"],"amp_validity":null,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/comments?post=7169"}],"version-history":[{"count":5,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7169\/revisions"}],"predecessor-version":[{"id":7190,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/posts\/7169\/revisions\/7190"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media\/7170"}],"wp:attachment":[{"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/media?parent=7169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/categories?post=7169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.devlhon-consulting.com\/fr\/wp-json\/wp\/v2\/tags?post=7169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}