Different customers in New Zealand adopt different hi-tech banking services: Roy Morgan study

Different proportions of customers in New Zealand adopt different hi-tech services offered by banks, according to a study by Roy Morgan Research.

Different proportions of customers in New Zealand adopt different hi-tech services offered by banks, according to a study by Roy Morgan Research.

The study categorised New Zealanders based on six technology adoption segments comprising technology early adopters, professional technology mainstream, digital life, older tech explorers, technology traditionalists and technophobes.

The research found that ASB Bank had the highest proportion of early-adopting customers with 21.3%, followed by Kiwibank with 18.5%.

For Bank of New Zealand (BNZ), around 22.9% were professional technology mainstream customers, 12.2% were older tech explorers, while only 6.9% of customers were segmented under digital life.

The Australia and New Zealand Banking Group (ANZ) was the lender with highest proportion of technophobes (16.3%).

Roy Morgan Research NZ general manager, Pip Elliott, said banks must not only design innovative new banking technologies for their tech-savvy and professional customers, but also cater to the needs of the late-comers and laggards.

"Banks need to find effective ways to engage with all these groups and tailor products and services to meet each group’s requirements," Elliott added.