financial services

Survey: Consumers Prefer Banking Online

by Tanya Gazdik , September 21, 2009

For the first time, more bank customers (25%) prefer to do their banking online compared to any other method, according to a new survey by the American Bankers Association.

"This marks a watershed change," said Nessa Feddis, ABA senior counsel and retail banking expert, in a statement. "It tells us that for the first time, more consumers prefer the speed and convenience of conducting their banking transactions on the Internet than visiting their local branch. It also tells us that consumers now have confidence in the accuracy and security of online banking."

Survey results showed that the popularity of online banking was not exclusive to the youngest consumers: It was the preferred banking method for all bank customers under the age of 55. Consumers over 55 still prefer to visit their local branch (26%), followed by ATMs (17%).

Banks appear to be already tuned in to these preferences, since many are emphasizing their online programs. For example, Bank of America recently announced plans to close up to 10% of its 6,100 branches while simultaneously increasing its online and mobile offerings. BOA has been in the forefront of the trend as one of the first financial institutions to offer free bill-paying services. The company's 29 million online customers conduct more than 3 billion transactions a year.

Credit unions and local banks also are jumping on the online bandwagon via Kasasa.com. BancVue launched a nationwide campaign in July to introduce white-label software, training, consulting and marketing services for local banks and credit unions. Customers are encouraged to use online banking, which saves the banks money, and in turn the banks can give the money back to consumers in the form of rewards.

Elsewhere, regional financial company Beneficial Bank in June rolled out a new personal finance manager, FinanceWorks, which provides online viewing and analysis of all a consumer's accounts (not just those from Beneficial).

Preferred Banking Method 2009 pie chart

Among all consumers, the preference for online banking was followed by visiting branches (21%) and using ATMs (17%). The use of mobile banking (cell phones, PDAs) was preferred by one percent of consumers, primarily among 18- to-34-year-olds. The popularity of ATMs was down in all age groups.

The annual survey of 1,000 consumers was conducted for the ABA by Ipsos-Reid, an independent market research firm, Aug. 14 to 16. A list of questions asked was designed to take a snapshot of current consumer trends.

Preferred Banking Method

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2 comments about "Survey: Consumers Prefer Banking Online".

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Doug Pruden from Customer Experience Partners, September 24, 2009 at 3:15 p.m.
I hate to be the one to ask, but before the cheering starts from bank management, did anyone check on the methodology used in conducting this survey? Was it by any chance conducted online? How well does it represent the 25% of Americans that don't access the Internet? How about those folks who go online for only limited purposes (likely not including completing surveys)?
Just thought I'd raise the questions before we close all the branches, fire all the staff, and make it a lot less expensive to run a bank.
Reply

Tanya Gazdik from MediaPost, September 25, 2009 at 10:31 a.m.

Hi Doug-- The survey was conducted by telephone and NOT online. Here's the complete info:

The Preferred Banking Method survey was conducted by Ipsos on August 14-16, 2009. A nationally representative, randomly selected sample of exactly 1,000 adults aged 18 and older across the United States was interviewed by telephone. Margin of error was 3.01 percentage points, 19 times out of 20, of what they would have been had the entire adult population in the U.S. been polled. Ipsos says all sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. The data were weighted to ensure that the sample's composition reflects the actual U.S. population according to U.S. Census figures. Respondents had the option to be interviewed in English or Spanish and were not screened as part of a panel.