Gender and preferences for personal contact: key variables in the Internet Banking use by elderly people.

Abstract

The analysis of the services offered by the Internet Banking and the response of clients to these services constitute a powerful tool for the success in this market. In the case of elders, the population is heterogeneous and the understanding of differences in responses and behaviours is the basis for any good strategic development driven to the personalization of the service. The present study aims to analyse the gender gap in the use of Internet Baking and preferences for personal contact in the grey market as key variables in the explanation of the frequency of use of ten services regularly offered by the Internet banking. A sample of 415 individuals older than 55 years has been analysed. Results show the existence of a gender gap in the frequency of use, being women sporadic users compared to men. In addition, we found out how the level of autonomy in the preference for personal contact dilute gender differences for some services.