Canada Leads World in Online Banking Usage



    
    Bank of Montreal Sites Achieves Fastest Visitor Growth during Past Year

    
    TORONTO, July 10 /CNW/ -- comScore, Inc. (Nasdaq:   SCOR), a leader in
measuring the digital world, today released a report on the Canadian online
banking sector showing that Canada is one of the world's most developed
markets for online banking. "Canadians are typically very savvy Internet
users, a fact that is underscored by their heavy usage of online banking,"
said Brent Bernie, president of comScore Media Metrix, comScore Canada. "But
because the Canadian online banking sector is so developed and competition
already so fierce, banks need to closely examine how they are meeting the
needs of their consumers online if they are to achieve customer growth and
retention through this increasingly important channel."
    
    (Logo:  http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)
    Some key facts that highlight Canadians' heavy usage of online banking:
    
    --  Of the 37 global markets individually-reported by comScore, Canada
ranked number one in adoption of online banking, with 67.1 of Canadian
Internet users banking online in April 2008. Other English-speaking countries
had significantly lower penetration, including the U.K. (49.5 percent), U.S.
(44.4 percent), and Australia (41.7 percent).
    --  Canadians also led the world in online banking frequency, with an
average of 8 usage days and 10.5 online banking visits per visitor in April.
    --  Canadians spent an average of 46 minutes on banking sites in April,
viewing approximately 121 pages per visitor.
    
    Bank of Montreal Sites Sees Strong Gains
    
    Of the nearly 24 million Canadian Internet users, 15.5 million visited a
banking site in April. RBC Financial group led the category with 4.6 million
visitors, followed by TD Bank Financial Group with 4.5 million visitors and
Bank of Montreal Sites with 3 million visitors. Among those banks in the top
10, Bank of Montreal Sites experienced the greatest increase in visitation
during the past year, growing 22 percent.


    
    Top Online Banking Sites
    April 2008 vs. April 2007
    Total Canada - Home and Work Locations(*)
    Source: comScore Media Metrix
    

    
                                           Total Unique Visitors (000)
                                     Apr-07          Apr-08      % Change
    

    
    Total Internet: Total Audience   23,026          23,947             4
    Banking                          15,138          15,468             2
    RBC Financial Group               4,646           4,564            -2
    TD Bank Financial Group           4,459           4,527             2
    Bank of Montreal Sites            2,474           3,020            22
    Canadian Imperial
     Bank of Commerce                 2,807           2,873             2
    Desjardins Group                  2,870           2,722            -5
    Scotiabank Group                  2,642           2,348           -11
    PCFINANCIAL.CA                    1,150           1,039           -10
    BNC.CA                              923             975             6
    ING Group                           901             817            -9
    
    (*) Excludes traffic from public computers such as Internet cafes or access
from mobile phones or PDAs.
    
    45-54 Year Olds are Heaviest Online Bankers
    
    A demographic profile of the visitors to the online banking category
reveals that while the percent of consumers using online banking services is
generally higher among younger age segments, the frequency of usage is
slightly higher among older age segments. Highlighting the generational gap
that exists among users of online baking, approximately 74 percent of those
between the ages of 25-44 use online banking services compared to 63 percent
among those age 55 and older.
    As an age group that often confronts financial challenges, including
retirement planning and paying for their kids' university education, 45-54
year olds represent a particularly important age segment for online banking.
The segment shows both high penetration (73 percent) and the heaviest
frequency in usage (12 visits and 157 pages per visitor per month).



    
    Banking Category Demographics
    April 2008
    Total Canada - Home and Work Locations(*)
    Source: comScore Media Metrix
    

    
                            % Reach      Average Pages     Average Visits
                                           per Visitor        per Visitor
    

    
     Total Audience:
    Banking                    64.6                121               10.2
    Persons - Age
    Persons: 18-24             65.3                126                9.9
    Persons: 25-34             75.6                115               10.4
    Persons: 35-44             73.9                122               10.5
    Persons: 45-54             73.3                157               12.1
    Persons: 55-64             66.0                129               11.0
    Persons: 65+               58.6                109               10.3
    
    (*) Excludes traffic from public computers such as Internet cafes or access
from mobile phones or PDAs
    
    Reaching Light Users of Online Banking Services
    
    Light users of online banking accounted for 32.3 percent of Canada's
online population in April, according to the comScore Segment Metrix H/M/L
service, which provides analysis of online activity by heavy, medium and light
users of the Internet and specific site categories. Light online bankers
represent an opportune target for banks seeking new customers since they may
be more easily enticed to switch brands through incentive offers than heavier
users who are more highly engaged in their banks' sites and theoretically,
more brand loyal.
    For a marketer to efficiently reach their desired target audience when
allocating online advertising dollars, comScore Segment Metrix  helps identify
sites on the Internet where  the marketer can find higher than normal
concentrations of their desired target. Categories of sites that attract a
higher than normal concentration of light online bankers include car rental
sites which have a composition of 37.4 percent of light online banking users
versus the overall Internet composition of 32.3 percent, followed by personal
finance sites (36.6 percent), and gay/lesbian sites (36.1 percent).



    
    Site Categories with Highest Concentration of Light Bankers(*)
    April 2008
    Total Canada - Home and Work Locations(*)(*)
    Source: comScore Segment Metrix H/M/L
    

    
                                               % Composition
                                             Unique Visitors
    

    
    Total Online Banking - Light                        32.3
    

    
    Car Rental                                          37.4
    Personal Finance                                    36.6
    Gay/Lesbian                                         36.1
    Online Trading                                      35.9
    Career - Training and Education                     35.2
    Jewelry/Luxury Goods/Accessories                    34.7
    Auto Manufacturer                                   34.0
    Personals                                           33.6
    Travel - Ground/Cruise                              32.9
    
    (*)Light bankers are defined as the lightest 50 percent of users based on
time spent at banking sites
    (*)(*)Excludes traffic from public computers such as Internet cafes or access
from mobile phones or PDAs
    
    About comScore
    
    comScore, Inc. (NASDAQ:   SCOR) is a global leader in measuring the digital
world. For more information, please visit http://www.comscore.com/boilerplate




For further information:

For further information: Sarah Radwanick of comScore, Inc.,
+1-312-775-6538, press@comscore.com Web Site: http://www.comscore.com

Organization Profile

comScore, Inc.

More on this organization


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890