Online banking adoption in the US did not grow last year anywhere near the
rate it did in the previous two years, according to the latest Pew Internet and
American Life Project survey.
While trust is certainly an issue, affected by numerous reports on phishing
and identity theft, supporting research released this week by consumer
benchmarking organisation, the Change Sciences Group, suggests that the trouble
with online banking is more fundamental. Online banking is simply too hard to
use for first time users.
Out of an analysis of over 20 leading banks in the US, Change Sciences found
that a typical first time internet banking user would encounter a website with
no clear starting point, arcane terminology like 'payee', clunky transaction
searching, lack of messages to help the user feel secure and a lack of
information that will help users take steps to ensure their security.
"Let's say you've heard from a friend that you can save time by paying your
bills online and you visit your bank's website to try it yourself. On most bank
sites you're about to get confused, frustrated and annoyed," said Steve Ellis, a
Change Sciences partner.
Change Sciences believes that the three best sites overall are Wachovia, Bank
of America and Marshall & Ilsley, beating other big names such as Charles
Schwab Bank, Chase, Citibank, Washington Mutual and Wells Fargo.
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