Visa’s research in CEMEA shows customers are more digital than ever, with 83–93% using online or mobile banking and 70% engaging in e-commerce. Mobile dominates as the preferred channel, but app quality drives engagement—higher-rated apps see 4–5 weekly touchpoints, boosting loyalty and cross-sell opportunities. Despite strong adoption, gaps remain in mobile offerings, especially in remittances, savings, and personal financial management. Competition is fierce as customers hold multiple bank relationships, and digital banks gain ground, but incumbents can still win by upgrading digital experiences and rethinking branch roles.

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