Who visits Internet banking sites?
According to Hitwise demographic data, 57 percent of visitors are men, slightly up on the overall average of 55 percent for all sites. While 18-24 year-olds account for 23 percent of all Internet traffic measured by Hitwise, they supply just 13 percent of traffic to Internet banking sites, showing that younger Australians use the Internet more for education and entertainment purposes than they do for paying bills and accessing their banking details. Online banking is particularly popular with the 25-34 age group, who supply 33 percent of visits to Internet banking sites. Although one of the selling points for online banking is that customers can perform transactions outside business hours, the daily traffic average for banking sites shows that they receive more traffic on weekdays than on weekends, with Monday and Thursday the most popular days. Hitwise click-stream data shows that the major banks tend to feed off each other in terms of traffic, with each site getting a significant num
