European Online Banking Holdouts Want Security Guarantees

More than half of Western Europeans who use the Internet regularly — about 92 million — bank online. Thirty-two percent of European adults could bank online but don't do so — or have stopped doing so. Typically, these online banking holdouts mention security fears and satisfaction with existing banking channels as the main reasons that they don't bank online. Nearly 40% of these holdouts also say that nothing would persuade them to bank online. The remainder of them says that security-related measures and financial incentives such as earning higher interest for using online banking would encourage them to adopt online banking. Because no single incentive will persuade a majority of holdouts to use Internet banking, eBusiness executives who want to increase online banking adoption need to use a mix of incentives to encourage holdouts to bank online.