Benchmark 2007: Financial Services

Among online US households, Early Adopters — high-income technology optimists — are the most active online bankers and investors. Compared with online Mainstream Consumers, online Early Adopters are 30% more likely to check their account balances at a bank's Web site and twice as likely to look up account balances at an investment firm's site. Early Adopters are also more willing to move money online: For example, they are twice as likely as Mainstream Consumers to buy and sell stocks or mutual funds online and four times as likely to trade online as Sidelined Citizens. Among the top 10 US banks, online pioneers Citibank and JPMorgan Chase have the highest share of Early Adopters. Among investment firms, a disproportionate number of Early Adopters use E*TRADE — the only top-10 investment firm born in the online era.