The Comscore 2010 State of Online Banking Report leverages behavioral data obtained via the Comscore panel of 1 million U.S. Internet users as well as information gathered through a survey of more than 2,500 U.S. Internet users to provide an in-depth look at online banking today. The report provides comprehensive insights into service usage, consumer satisfaction, paperless banking and personal financial management.
Online banking continues to grow in importance for the average American. Since the inaugural Comscore online banking report in 2006, the number of customers visiting the top 10 online banking sites has increased from approximately 40 million people to more than 58 million people. In any given quarter, nearly 60 percent of the total U.S. Internet population visits at least one of the top 20 financial institution sites.
However, there are clouds on the horizon as organic growth at the top 10 banks is stagnating. Quarterly growth rates in the 1 to 2 percent range, compared to 5 to 10 percent in the middle part of the decade, indicate that penetration of online banking is reaching maturity. Although online banking customer volume is not growing quickly, its importance in the day-to-day lives of Americans continues to increase. As the economic climate continues to improve, it will be important for banks and other financial institutions to focus intently on driving customer satisfaction and brand loyalty in order to retain and grow market share. Those who are effective in doing so will be in the best position to take advantage of new opportunities in the market as the economy returns to form.