ViziSense, India’s leading online audience and ad measurement platform has released a custom research report on Online Banking in India. The report analyzed the user activity on the websites of both public and private sector banks. The report clearly highlighted that the online properties of HDFC Bank marginally dominated ICICI Bank followed by The State Bank of India. Private sector banks such as HDFC Bank, ICICI Bank, Citibank etc. and public sector banks such as State Bank of India, Bank of Maharashtra, Punjab National Bank etc were included in the report.
Unlike the usual methods of surveys and multiple-choice answers, these insights are drawn, analyzed and collated from the actual observed behaviour of a sample of 4000 online users (as part of the ViziSense India panel of over 1,25,000 users)
HDFC Bank also sees the highest incidence of repeat visits by a user in a month (7 visits) and also sees the maximum average time spent by a user followed by The State Bank of India (5 visits) and ICICI Bank (4 visits). The report also analyse that while users spend maximum time on HDFC Bank and Citibank sites, they spend comparatively much lower time (less than half) on ICICI Bank; this could also mean ease of site navigation, quick download speeds or ease of transactions facilitated by the ICICI Bank site.
The Indian active online audience is growing at the rate of approximately 30 percent annually. In addition, there has been a consistent rise in the number of visitors on banking websites in the past twelve months. However a remarkable fact revealed by the research report is that the online banking category has grown more rapidly than the growth of the active internet users in India. The online banking category has grown by over 35 % over the last year. A significant percentage of these users are from the non-metros.
State Bank of India has witnessed maximum usage from outside metros whereas Citibank usage is primarily driven by metros. In addition high incidence of duplication is seen amongst the users of ICICI bank, HDFC Bank and CitiBank.
Users with income more than 5lakhs drive 33% usage on User activity peaks around noon time online banking websites indicating the growing adoption during the course of the day.
of online banks by salaried class and professionals.
Citibank (40%) and ICICI Bank (38%) witnesses higher share of users with income of more than Rs 5 lacs. This can be attributed either to their large metro-based user base or favorable access by 25-34 aged folks while 76% of the State Bank of India site usage comes from people with income of less than Rs 5 lacs
According to Amit Bhartiya, GM – ViziSense, “Given reduced transactional costs and higher reach through online banking, banks have been highly successful in getting a significant chunk of their urban user base to engage with their online properties. Higher adoption of online banking will fuel rapid growth of ecommerce and online payments in India”.