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ATMs in the U.S. Market
Synergistics Research Corporation, Jan 2010, Pages: 81
This study examines consumer reaction to ATM and kiosk innovations with an eye towards optimizing the usage of ATM networks. The research involved a United States internet survey on 1,000 consumers age 18 or older.
Research Issues and Benefits
What is the future of ATMs and financial kiosks? Many financial institutions are implementing deposit making innovations such as check imaging and ‘envelope-less' deposits.
This technology provides cost savings for financial institutions, and many believe it increases ATM deposit volume. Does remote deposit capture have implications for ATM deposit taking? Self-service ATMs and kiosks are emerging that allow a number of more advanced consumer activities such as teleconferencing with an institution representative or product specialist, enrolling customers in mobile banking, or adding minutes to prepaid phones.
Will consumers use these machines to interface with a financial institution representative in real time? Will they use them in branches instead of tellers? Some are allowing consumers to personalize their ATM experience by going online and selecting transaction preferences such as preferred withdrawal amounts.
New applications are also being developed such as having ATM transaction receipts sent to the user's e-mail address. How do consumers respond to low balance alerts at ATMs that warn them about possible overdrafts to their account?
In addition, some providers are using ATMs as marketing vehicles by displaying advertising and dispensing coupons. How do consumers react to these marketing innovations? Which activities are most important to them? Do consumers prefer simplicity to advanced applications? ATMs and kiosks can be placed in a number of off-premise locations, as well as inside branches to free up branch personnel. What locations have the widest appeal?
Security continues as an important issue and many providers are looking at design changes for ATMs and Kiosks that would improve the safety and privacy of consumers using them. What types of security enhancements do consumers find to be most needed? Are foreign ATM fees still a barrier to increased ATM usage and would consumers switch or maintain higher balances to avoid these fees?
Having an understanding of the consumer perspective is essential for providers in designing and implementing ATM strategies.
** Please note that due to restrictions this report cannot be sold to clients in the US or Canada**
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