Online Banking Behavior Segmentation: A Behavioral Approach to Improving Adoption:

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Online Banking Behavior Segmentation: A Behavioral Approach to Improving Adoption

Published Date: February 2008

Published By: Javelin Strategy & Research

Page Count: 37

Order Code: R3424-55

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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.

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