Rocket Fuel has released the results of its newest study on what makes a bank’s online advertising campaign successful.
It showed that more than 16% of consumers are more likely to buy a banking product, such as a new credit card, on Saturdays and more than 30% on Sundays, with application rates peaking between midnight and 6am.
Also, they tend to click and buy on ads featuring a special offer or presenting a white, green or yellow background rather than other colours.
Dominic Trigg, the company’s VP and managing director Europe, said: "A consumer’s attention span fluctuates between numerous digital channels like never before, resulting in a major challenge for financial-service providers.
"We developed this body of research to shed light on key consumer preferences, behaviours and habits, and provide innovative financial marketers with the insights needed to develop more impactful, tailored ad initiatives."
According to Rocket Fuel, human faces seem to attract consumers’ clicks (+8%), but credit cards’ images tend to repel them.
46% of consumers who have their current credit card for three years or less said they first heard about the product online, compared with 34% offline.
About two third have one or two credit card that they actively use and 80% are satisfied with their current card.
Amongst the surveyed, 35% said they will ‘definitely’ or ‘probably’ apply for a new card in the next six months.