When it comes to people’s desire to use ATMs and online banking, it’s not just the young, educated, and affluent who are interested.
That’s the finding of a new study at Ohio State University that examined the role that factors such as age, income, and education level play in people’s adoption of electronic banking technology.
While conventional wisdom suggests that young, affluent, and highly educated people are more apt to try new technology, the study found that these groups use electronic banking more often only because banks market the technology to them.
Pam Frost Gorder | Ohio State University
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