February 22, 2008

What Consumers Want On Bank Web Sites

This is the fifth document in the "What Online Consumers Want" series.

by Kerry Bodine

with Bruce D. Temkin, Olga Melnikova, Andrew McInnes

Executive Summary (This is a document excerpt)

Forrester asked more than 5,000 online consumers about the content and functionality they'd most like on a variety of industry Web sites. In this document, we take a closer look at what consumers across five generations want on bank sites. Some of our findings: User ratings/reviews top the list, entertaining games come in last, and Gen X consumers want discussion boards/forums and product videos more than any other generation.

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