Citibank has become the first major
US bank to offer mobile banking in Spanish in its domestic market,
having extended its Citi Mobile offering to the Hispanic population
in the US. The move mirrors Citi’s 2004 introduction of
Spanish-language online banking, which it says was also a first for
the US market.
Customers can access Citi Mobile En Espanol by
visiting the same URL on their smartphone as for the US version –
www.citi.com – from where they can view account balances and
activity, pay bills and set up recurring payments, make transfers
between Citi accounts, locate Citi branches and ATMs and connect to
customer service.
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In explaining the reasons behind the move,
Citi cited research from Pew Research which revealed that nearly
half of English-speaking Hispanic consumers went online via a
handheld device in 2009, with 29 percent of this number going
online “on a typical day”.
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