Online Banking Approaches 3 Million Visitors in Mexico

Grupo BBVA and Citigroup Rank as Most-Visited Online Banking Destinations

Aug 02, 2011, 13:39 ET from comScore, Inc.

MEXICO CITY, Aug. 2, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the latest results from a study on the online banking market in Mexico. The study found that nearly 3 million online users in the country visited banking websites during June 2011, reaching nearly 15 percent of the entire online population age 15 and older. Grupo BBVA (which includes Bancomer.com.mx) led as the most-visited online banking property with 810,000 visitors, followed closely by Citigroup with 776,000 visitors. The study also found that although Mexico's online audience skews largely younger, online bankers are predominately older in age with visitors age 55 and older being the most overrepresented banking audience segment.

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"Online banking continues to grow in popularity in Mexico," said Ivan Marchant, comScore country manager for Mexico. "The ease of accessing bank accounts and information from the convenience of your personal computer appeals to many online users. As more customers use the web as their principal means of interacting with their banks, it will be important that banks continually develop and enhance site features to improve the overall user experience and to attract and retain customers in this highly competitive industry."

Nearly 15 Percent of Online Users Visited Banking Sites in June

In June 2011, 2.9 million Internet users in Mexico age 15 and older accessed an online banking site from a home or work location with an average visitor spending 40.7 minutes on banking sites during the month. Grupo BBVA, which includes Bancomer.com.mx, led as the top banking destination in Mexico with 810,000 visitors. Citigroup, which includes Banamex.com.mx, ranked second with 776,000 visitors, followed by HSBC as the third largest site with 467,000 visitors.

Top Online Banking Sites by Total Unique Visitors (000) June 2011 Total Mexican Internet Audience*, Age 15+ - Home & Work Locations

Source: comScore Media Metrix

Total Unique Visitors (000)

Average Minutes per Visitor

Total Internet Persons: 15+

19,706

1,538.1

Business/Finance - Banking

2,887

40.7

Grupo BBVA

810

39.4

Citigroup

776

41.5

HSBC

467

32.8

Banorte.com

354

40.5

Grupo Santander

331

28.8

American Express

253

7.7

Scotiabank Group

158

9.9

Banco Azteca

103

19.1

Banxico.org.mx

100

5.0

Grupo Financiero Inbursa

76

17.2

*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs

Demographic Profile of an Online Banking Visitor  

Although Mexico's online audience skews relatively younger, with nearly 70 percent of all Internet users under the age of 35, online banking visitors skew significantly older than average. Visitors age 55 and older, the most overrepresented age segment, were 68 percent more likely to visit an online banking site than the average Internet user (Index of 168). People between the ages of 45-54 and 35-44 were also significantly overrepresented among banking sites with indices of 134 and 135, respectively. 35-44 year olds also accounted for the largest share of visitors to the category, representing 27.6 percent of visitors.

Top Online Banking Sites by Total Unique Visitors (000) June 2011 Total Mexican Internet Audience*, Age 15+ - Home & Work Locations

Source: comScore Media Metrix

Banking

Total Audience (000)

% Composition Unique Visitors

Composition Index UV**

Total Audience:

2,887

100.0%

100

   Persons: 15-24

650

22.5%

57

   Persons: 25-34

768

26.6%

112

   Persons: 35-44

797

27.6%

135

   Persons: 45-54

417

14.5%

134

   Persons: 55+

254

8.8%

168

*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs

**Composition Index = % of Online Banking Visitors by Demo Segment / % of Total Internet Population from the Demo Segment x 100; Index of 100 indicates average representation.

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SOURCE comScore, Inc.



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