The study also identifies distinct groups of banking customers and reveals that banks have an immediate near-term market opportunity among customers who plan to begin banking online within the next six months.
Banks are achieving an extremely low penetration rate for online transactions, the study indicates.
Banking Shoppers are the greatest near-term market opportunity for banks in the first wave, says Gomez. Members of this group intend to begin banking on line within the next six months, with many currently revealing that they are shopping for an Internet Bank. The key is to develop products and services that can be tailored to the intentions of both current and prospective customers who are either banking traditionally or are interested in banking online, and would like to make the transition to full service Internet banking.