GCC Customers Push for Blended Digital and In-Person Banking

A new survey by Arthur D. Little (ADL), covering 24 banks in the UAE and 18 in the Kingdom of Saudi Arabia (KSA), finds that customers across the Gulf Cooperation Council (GCC) are increasingly seeking integrated omnichannel banking experiences that balance digital convenience with human interaction.
The findings show both distinct and converging trends in the UAE and KSA.
In the UAE, 72% of respondents primarily use mobile banking apps, reflecting a preference for intuitive, anytime-anywhere digital access.
In KSA, 46% cite mobile apps as their main banking channel, indicating ongoing efforts to increase digital adoption as part of the Vision 2030 agenda.
A generational trend is evident, with 62% of younger users in the UAE and 56% in Saudi Arabia regularly using mobile banking services.
Despite growing digital engagement, physical branches continue to play an important role.
Approximately 73% of blue-collar workers in Saudi Arabia and 60% in the UAE still rely on branches for cash-related services and remittances.
More complex financial services, such as mortgages and investment advice, also see continued demand for in-person support, with 33% of respondents in KSA and 35% in the UAE preferring branch visits for such needs.
'Banks across the GCC have an urgent opportunity to blend technological innovation with trusted customer engagement,'
said Martin Rauchenwald, Partner and Global Head of Financial Services practice at Arthur D. Little.
'Whether in Dubai or Riyadh, today's consumers expect seamless experiences that combine digital efficiency with human connection. Meeting these expectations will be critical for securing customer loyalty and driving future growth.'
Income levels appear to influence digital preferences. Around 70% of high-income consumers in the UAE and 65% in KSA prefer digital channels for routine banking tasks but still seek personal advisory services for more complex decisions.
Among younger users in the UAE, mobile wallet usage is rising, while in Saudi Arabia, initiatives under Vision 2030 aim to promote wider adoption of cashless payment solutions.
'Successful omnichannel transformation across the GCC must be anchored in customer-centric innovation,'
noted Rezwan Shafique, Principal, Financial Services at Arthur D. Little Middle East.
'By enhancing mobile apps, expanding self-service kiosks, and maintaining strong advisory services in branches, banks can bridge the digital divide and deliver unified, inclusive banking ecosystems.'
The survey highlights growing customer expectations in both the UAE and Saudi Arabia for consistent 24/7 omnichannel access, personalised digital journeys, user-friendly self-service options, mobile wallet enhancements, and reliable advisory support for major financial decisions.
To meet these demands, GCC banks are encouraged to adopt 'phygital' approaches that merge digital and physical service models.
This includes the use of AI for personalised experiences, investment in digital literacy initiatives, and the development of hybrid banking ecosystems that address the diverse needs of the region's increasingly digital yet trust-conscious consumers.

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