Abstract
Overview
Facing a plateau in the adoption of online banking, banks and credit unions
are presented with the challenge of devising innovative ways of moving more
consumers online, increasing the frequency of online banking usage among
existing users and engaging users in additional online banking services that
benefit both bank and consumer, such as online bill pay, paperless statements
and online banking personal financial management. In this report, Javelin
identifies three online behavior-based segments derived from extensive Javelin
data that banks and credit unions can use as a base in defining better
targeted efforts at increasing desirable behavior.
Primary Questions
- What are the primary behavioral segments FIs can identify in their
customer base?
- How can FIs use behavior-based segments to increase desirable online
banking behaviors among their customers?
- What are the best ways to motivate consumers who bank and pay bills online
to remain customers with their primary FI?
- How can banks increase the frequency of usage of online banking and
encourage adoption of additional profitable online services among basic online
bankers?
- What will banks and credit unions need to address when convincing
non-online bankers to come online?
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