Grupo BBVA and Citigroup Rank as Most-Visited Online Banking Destinations
Mexico City, Mexico, August 2, 2011 - Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the latest results from a study on the online banking market in Mexico. The study found that nearly 3 million online users in the country visited banking websites during June 2011, reaching nearly 15 percent of the entire online population age 15 and older. Grupo BBVA (which includes Bancomer.com.mx) led as the most-visited online banking property with 810,000 visitors, followed closely by Citigroup with 776,000 visitors. The study also found that although Mexico’s online audience skews largely younger, online bankers are predominately older in age with visitors age 55 and older being the most overrepresented banking audience segment.
“Online banking continues to grow in popularity in Mexico,” said Iván Marchant, Comscore country manager for Mexico. “The ease of accessing bank accounts and information from the convenience of your personal computer appeals to many online users. As more customers use the web as their principal means of interacting with their banks, it will be important that banks continually develop and enhance site features to improve the overall user experience and to attract and retain customers in this highly competitive industry.”
Nearly 15 Percent of Online Users Visited Banking Sites in June
In June 2011, 2.9 million Internet users in Mexico age 15 and older accessed an online banking site from a home or work location with an average visitor spending 40.7 minutes on banking sites during the month. Grupo BBVA, which includes Bancomer.com.mx, led as the top banking destination in Mexico with 810,000 visitors. Citigroup, which includes Banamex.com.mx, ranked second with 776,000 visitors, followed by HSBC as the third largest site with 467,000 visitors.
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs
Demographic Profile of an Online Banking Visitor
Although Mexico’s online audience skews relatively younger, with nearly 70 percent of all Internet users under the age of 35, online banking visitors skew significantly older than average. Visitors age 55 and older, the most overrepresented age segment, were 68 percent more likely to visit an online banking site than the average Internet user (Index of 168). People between the ages of 45-54 and 35-44 were also significantly overrepresented among banking sites with indices of 134 and 135, respectively. 35-44 year olds also accounted for the largest share of visitors to the category, representing 27.6 percent of visitors.
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs**Composition Index = % of Online Banking Visitors by Demo Segment / % of Total Internet Population from the Demo Segment x 100; Index of 100 indicates average representation.
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.