How Much Does Engagement with Banking Sites Vary by Household Income?

The banking category was visited by 22 million Germans (38 percent reach) via a desktop PC or laptop during July 2013, nearly 30 percent of which had a household income of €75,000 and more. Those earning between €35,000 and €49,999 made up the second largest proportion of visitors to banking sites during the month with 22 percent, followed by internet users with an income of €50,000 – €74,999.

Engagement levels vary by income group, with those in the lowest income bracket spending slightly more time (29 minutes per visitor) than those in the highest income bracket (28 minutes per visitor). Germans with a household income between €50,000 and €74,999 spent the longest time on banking sites (40 minutes per visitor), nearly double the time spent by the €25,000 – €34,999 group (22 minutes) in July 2013. The three leading banking sites in Germany that month were Sparkassen-Finanzgruppe, Volksbanken-Raiffeisenbanken and Commerzbank.

If you’re heading to dmexco on the 18th & 19th of September, then come visit comScore @ Stand B055, Hall 7 for more insights into the German digital marketplace.

Engagement with banking varies by HH income