How Polish Banking Customers Use Different Channels

The Polish retail financial services market is characterized by strong growth and fierce competition among a large number of banks, many of them foreign-owned. With current account ownership growing from 44% to 58% and Internet adoption growing from 39% to 50% from 2005 to 2009, the banking market and customers' channel behavior is changing fast. ATMs and branches are the most commonly used banking channels, but while branch use is gradually declining, online banking is growing at spectacular rates — from 5% of adults in 2005 to 19% in 2009. As part of their aggressive growth strategies, Polish banking eBusiness executives should encourage customers to use Internet banking with proven tactics like promoting it through other channels, reassuring customers about its security, and creating different propositions in different channels.