"In virtually every market, it is the traditional, established brick and mortar banks that are attracting the biggest audiences," Goosey said. "With full service banks and credit unions drawing well over a third of the active audience in November.”
"Customer loyalty in the online banking sector is very high, creating a natural barrier for pure-play online banks. A large majority of online customers are most likely also customers of the in-person bank branches," he said. "The exception in Europe is Egg.com, a pure-play online bank which is currently the most popular European banking site. Egg.com is achieving overlaps of around 20 percent with its major competitors, suggesting that its success is built on being a convenient second account for traditional banking customers."
Full Service Commercial Banks & Credit Unions,
November 2002 At-Home
|Reach: % Active||Unique Audience||Visits per Person||Time per Person|
Source: Nielsen//NetRatings, November 2002
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