CNNIC: Analysis of online banking users: middle-aged and elderly people trust banks more

At present, there are many different means of online payment, but generally speaking, they can be divided into online bank payment and non-bank online payment according to the channels. The former include Industrial and Commercial Bank of China, China Construction Bank, etc., and the latter include Alipay, Tenpay, Kuaiqian, etc., which are also called third-party payment institutions. Although non-bank online payment also requires a bank account, and the two are closely related, after all, as indirect and direct payment channels, the two channels have their differences. So what kind of people prefer to use which channel to pay? In other words, what are the differences between users of these two payment channels?

CNNIC analyst Li Changjiang found that there are significant differences between the users of these two payment channels based on data analysis of the China Internet Data Platform. The data comes from the user access records of 17 online banks and 24 non-bank online payment websites on the China Internet Data Platform in March 2013. The data analysis results are as follows:

First, in terms of gender, the user structure of the two channels is basically the same: the male-female ratio of online banking is 56.2:43.8, and the male-female ratio of non-bank online payment is 55.9:44.1.

Second, from the perspective of age, there are obvious differences in the user structure of the two channels. Internet banking users are older than non-bank online payment users. The proportion of "10-19 years old" and "20-29 years old" users in Internet banking is lower than that of non-bank online payment users; the proportion of "30-39 years old", "40-49 years old", "50-59 years old" and "60 years old and above" users in Internet banking is higher than that of non-bank online payment users. There may be two reasons: First, although online payment is a new thing, banks are traditional things, and most banks are state-owned institutions, and middle-aged and elderly people trust banks relatively more; second, banks have cooperative relationships with many enterprises and institutions, such as salary payment, etc. For middle-aged and elderly people who have worked for many years, almost everyone has at least one bank account. On this basis, it is natural to use the online banking business of the bank, but non-bank online payment does not have such convenient conditions.

Third, from the perspective of education, the user structure of the two channels is also quite different. Online banking users have higher education than non-bank online payment users. The proportion of online banking users with "junior high school" education is lower than that of non-bank online payment users; the proportion of online banking users with "high school/secondary school/technical school", "junior college", "undergraduate", "master's degree and above" education is higher than that of non-bank online payment users. The reason may be that non-bank online payment is easy to operate, and this convenience is well conveyed to users, making low-educated netizens more inclined to choose non-bank online payment.

To sum up, in the competition of online payment, banks should not be satisfied with the various convenient conditions that already exist, but should face a wider range of Internet users, be more people-friendly, provide proactive services, and improve service quality.