Should you bank online? For some, Internet banking is all the rage.
For the first time, more consumers prefer to do their banking online rather than at a branch, an ATM or over the phone, according to a new survey by the American Bankers Association.
"This marks a watershed change," says Nessa Feddis, senior counsel for the bankers' trade group. "It tells us that ... more consumers prefer the speed and convenience of conducting their banking transactions on the Internet."
But banking online isn't for everyone. Before logging on to a computer to do your banking, it's important to weigh a few important considerations, banking experts and industry observers say.
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Convenience vs. serviceThe decision about whether to bank on the Internet or at a traditional, brick-and-mortar location often comes down to a person's "psychographic" profile, says Adam Isler, client services director with PNT Marketing Services in New York.
Isler gathers and analyzes "customer intelligence" data for banks. He says electronic bank accounts typically appeal to people who want the flexibility and convenience to do banking anywhere, anytime.
On the other hand, other people want the customer service offered at a bank branch, or fear their sensitive financial information could be stolen online. Such conservative customers often stick with brick-and-mortar transactions.
"Anybody that prefers that personal touch, that's what a community bank trades on," Isler says.
Greg Meyer, a community relations manager for Meriwest Credit Union in San Jose, Calif., switched to online banking 14 years ago when California Federal Bank launched Internet banking.
Today, he has online savings accounts at three banks. He relishes the time he saves by paying all bills online.
"I don't write a check to any organization," says Meyer, who has worked 30 years for financial institutions.
After all these years of banking online, Meyer still has concerns about identity theft in cyberspace. He urges customers to make sure they install reputable antivirus computer software.
"It's a small price to pay for the personal protection of your money," Meyer says.
Internet-only bankingWhile many brick-and-mortar banks offer an online banking option, other banks exist only on the Internet. Such Internet-only banks appeal to customers comfortable with technology who do not feel the need to visit a brick-and-mortar location.
"As more of the banking public (includes) people who grew up in a digital environment, the need for brick-and-mortar banks will be less," Isler says.
Customers willing to restrict their banking to an Internet-only experience earn certain perks. For example, interest paid on deposits at Internet-only banks typically is higher than it is in accounts offered by more traditional banks.
On the other hand, customers of Internet-only banks may have to sacrifice some conveniences. For example, online-only banks typically have a limited ATM network, making it more difficult to quickly access your money. Internet-only banks also may not offer home or business loans.