Jupiter Metrics Update: Banking & Lending, December 2001

Large multichannel banks dominated the attention of online banking consumers. However, less diversified banks such as E*Trade Bank and First USA were leaders according to various metrics reviewed in this report. Online visitor demographics such as age and income showed surprising results, including marked differences in income between E*Trade Bank’s and NetBank’s online visitors. Visitors to Bank of America and Wells Fargo also had interesting similarities and differences in browsing patterns. Among five select banks, advertising campaigns had a heavy business and finance, portal, and telecom site focus (AOL.com included in telecom category).