Ninety-Six Percent of Americans Are So Impatient They Knowingly Consume Hot Food or Beverages That Burn Their Mouths, Finds F...
28 January 2015 - 1:22AM
Business Wire
Fifth Third Uncovers Insanely Impatient
Behaviors as Part of New Mobile App Campaign
Do you routinely honk at the car in front of you once the
stoplight turns green? Or perhaps you are always bypassing slow
walkers on the sidewalk or pressing an already illuminated elevator
button in hopes of getting to your destination faster? If so,
you’re not alone, according to a Fifth Third survey1, which
uncovered more than half of Americans admit to honking after the
light turns green; a majority will wait 10 seconds or less before
passing a slow walker on the sidewalk and 72 percent of Gen Yers
admit to pushing an already lit elevator button. Fifth Third
created the survey to underscore America’s need for speed in
everyday tasks. This universal impatience is what led Fifth Third
to wonder how it can help make daily banking activities even more
efficient for its customers.
“Patience may be a virtue, but it’s no longer a reality,” said
Maria Veltre, senior vice president and chief marketing officer,
Fifth Third Bank. “In our increasingly fast-paced society, every
second counts. This was the driving force behind our faster mobile
app, which takes the wait out of banking and makes it easier for
our customers to get what they need and get on with their busy
day.”
Known as “The Curious Bank,” Fifth Third wanted to know how
“insanely impatient” our world has really become after having
developed new features to give the gift of time back to its mobile
banking customers. It commissioned a national survey that revealed
a surprising disconnect, with nearly 80 percent of respondents
rating themselves as being patient, but in reality:
- 96 percent of Americans will knowingly
consume extremely hot food or drink that burns their mouth; 63
percent do so frequently
- More than half hang up the phone after
being on hold one minute or less
- 71 percent frequently exceed the speed
limit to get to their destination faster
- Americans will binge-watch an average
of seven TV episodes in a single sitting
- Nearly a third of respondents ages
18-24 wait less than one second before bypassing a slow walker
- Gen Yers check their phones an average
of eight times when waiting to hear back from someone they’ve
dated
- When waiting for a table at a
restaurant, nearly a quarter of respondents ages 18-24 wait less
than one minute before approaching the host again after the wait
period has passed
The new Fifth Third mobile app eliminates unnecessary steps and
shaves time from frequent banking activities, allowing customers to
efficiently accomplish the following, whether at home or
on-the-go:
- Check Balances and Transfer Funds
Quickly: Now Balance℠ allows customers to check their
account balances without signing in – simply by swiping to the left
on the log in screen. And now they can transfer money seamlessly
between accounts in just seconds.
- App, Tap, Deposit.℠: Deposit
Checks with a smartphone: With Fifth Third’s App, Tap, Deposit
feature, taking a photo of a check to be deposited is now
automatic. It’s so simple, now the bank even takes the picture for
the customer. Deposits made by 8 PM ET will post the same business
day. (Two accounts, Basic Checking and Access 360° are not eligible
for Mobile deposit.) Customers save time and the trip to the branch
or ATM. Mobile Deposit is easy and secure.
- Mobile Bill Pay: Customers can
pull bills out of the mailbox, then pull their phone out of their
pocket. Makes is simple to set up a new bill payee and pay bills
right from the Mobile App. Most payments made by 4 PM ET are paid
the next business day. Staying in control of bills is easier and
more convenient than ever!
- Instant Alerts: Fifth Third
Instant Alerts℠ provides customers with immediate
information on account and online security and instant notices for
card and spending activity. The bank automatically sends you
security alerts if they notice any suspicious activity or changes
to the customer’s information. Plus, alerts make it easier to keep
track of balances when a customer signs up for card and balance
alerts.
- Text Banking: Customers can text
one of the short commands to 535353 and the bank will reply back
with the information you requested.
Mobile internet data and text message charges may apply.
Consumers can contact their mobile service provider for
details.
More information about Fifth Third Mobile Banking is available
at 53.com/200/appupdates and the bank can be followed on Twitter
@FifthThird.
Fifth Third partnered with Leo Burnett, its agency of record, to
develop this advertising campaign to promote the new mobile banking
app. The campaign features TV, radio, out-of-home, experiential,
online, social and mobile ads targeting consumers and small
businesses.
“Although mobile apps aren’t deeply emotional, we can connect
with people through the humor of our universal insanity when it
comes to waiting. The campaign creates relatable scenarios that
could easily stand in for so many aspects of our lives where our
impatience gets the best of us,” said Dave Loew, executive vice
president and executive creative director of Leo Burnett Chicago.
“Even a few seconds feel like an eternity. We wanted to show how
Fifth Third’s new mobile app can give us a few of those moments
back.”
About Fifth Third
Fifth Third Bancorp is a diversified financial services company
headquartered in Cincinnati, Ohio. As of December 31, 2014, the
Company had $139 billion in assets and operated 15 affiliates with
1,302 full-service Banking Centers, including 101 Bank Mart®
locations, most open seven days a week, inside select grocery
stores and 2,638 ATMs in Ohio, Kentucky, Indiana, Michigan,
Illinois, Florida, Tennessee, West Virginia, Pennsylvania,
Missouri, Georgia and North Carolina. Fifth Third operates four
main businesses: Commercial Banking, Branch Banking, Consumer
Lending, and Investment Advisors. Fifth Third also has a 22.8%
interest in Vantiv Holding, LLC. Fifth Third is among the largest
money managers in the Midwest and, as of December 31, 2014, had
$308 billion in assets under care, of which it managed $27 billion
for individuals, corporations and not-for-profit organizations.
Investor information and press releases can be viewed at
www.53.com. Fifth Third’s common stock is traded on the NASDAQ®
Global Select Market under the symbol “FITB.” Fifth Third Bank was
established in 1858. Member FDIC.
About Leo Burnett
Worldwide
Leo Burnett Worldwide operates with a simple and singular
approach: put a brand’s purpose at the center of communications to
truly connect with people. Part of the Publicis Groupe, Leo
Burnett Worldwide embraces a HumanKind approach to marketing and is
one of the world’s largest agency networks with 85 offices and
nearly 9,000 employees. The global agency works with some of the
world’s most valued brands including Coca-Cola, Fiat, Fifth Third,
Kellogg’s, Kraft, McDonald’s, Nintendo, P&G, Purina, Samsung
and Tata among others. For the past four years, Leo Burnett has
been ranked #1 in "New World Thinking" by The Gunn
Report. In 2014, Leo Burnett was named "Network of the Year"
at the International ANDY Awards, ADC Awards, MENA Cristal Festival
and at the inaugural Cannes Health Lions. To learn more about
Leo Burnett Worldwide and its rich, 80-year history of creating
iconic brands, visit our site, Facebook page and
follow us via @leoburnett.
1 Survey was conducted online by Wakefield Research among 1,000
US adults 18+, between January 15 and January 23, 2015.
Fifth Third BankLarry Magnesen, 513-534-8055orZeno Group for
Fifth Third BankAshley Currie, 312-396-9763
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