[Asia Economy Reporter Kim Min-young] Hana Bank has evidently reaped significant benefits from the special sales marketing campaign held to commemorate its name change.
NICE D&R, a marketing and public opinion research specialist agency, reported that during the three-day sales period from the 3rd to the 5th for the special product "Hanadeo Jeokgeum," the number of users of the Hana Bank Hana One Q application (app) increased by 1,759,000 compared to the previous week. The number of app installations also rose by 550,000.
This is based on a comparative analysis by the mobile app analytics service AppMinder between the Hanadeo Jeokgeum sales period and the week prior.
Previously, from the 3rd to the 5th, Hana Bank changed its brand name from KEB Hana Bank to Hana Bank and sold a savings product offering up to 5.01% annual interest. While customers could subscribe at branches, those who signed up via the smartphone app or internet banking were given a preferential interest rate of 0.2 percentage points.
According to NICE D&R, the average number of app users in the week before the Hanadeo Jeokgeum sales period was 1,095,000, but during the sales period, an average of 2,854,000 people used the app. This means approximately 1,759,000 more app users in just one week.
The number of new Hana Bank app installations also increased. The average number of app installers in the week before the special sales period was 7,268,000, rising steadily to 7,390,000 on the first day of sales, 7,576,000 on the second day, and 7,819,000 on the final day. This confirms that about 551,000 additional users installed the Hana Bank app compared to the previous week.
NICE D&R analyzed that “this contributed greatly not only to attracting customers but also to activating app usage among them.”
The app usage rate among female customers also rose significantly during the savings sales period. Before the sales, app usage was 42.8% male and 57.2% female, but during the sales period, it shifted to 33.0% male and 67.0% female. Female app usage increased by about 10 percentage points. By age group, usage among those in their 20s and 30s increased by approximately 11 percentage points. It is presumed that the enthusiasm for subscribing to this savings product was especially strong among women in their 20s and 30s.
According to Hana Bank, the final number of subscribers to this special product was 1,367,000, with a total subscription amount of 378.8 billion KRW. The average subscription amount per person was 277,103 KRW, and if all subscribers maintain their savings for one year, they will receive a principal of about 3,325,000 KRW plus approximately 76,300 KRW in after-tax interest. Through this event, Hana Bank will be able to stably secure deposits totaling about 4.4 trillion KRW over the next year. The 550,000 new app installers are an added bonus.
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