Literally: moms spend twice the amount of time e-banking than does their male counterparts. And they’re outnumbering the dads in the check-out lines of e-commerce sites as well.
These are among the main findings in “Money and gender in Denmark: e-banking and online shopping″ – my latest report, published today. Find reference below.
If anyone should still be led to believe this whole Internet-fuzz is mostly a boys-with-pizza thing, now is the time to think over: the Internet simply solves problems, attracting the ones who need its services. And if men have ever been in charge of running the family economy in Denmark (and I believe this has been the case somewhere back in the 20th century), this is clearly not the case anymore. On the contrary: paying bills and seeing to it that the kids are well-dressed is predominantly a woman’s affair, it looks like.
And it’s not just about your sex. It is about the kids. Looking at the online check-out lines, you’ll find more than 14 percent more women with kids living at home than women in general. Or rather – that’s my hypothesis – it the changed structure of the family, propelled by the presence of kids in the household that makes the difference.
E-banking figures at the same time shows the activity of men to decrease with some 10 percent as they assume the father-role. Women stays on level when kids enter the equation, but spends more time, resulting in mothers spending 82 percent more time in the e-bank.
The report builds on data from the two leading check-out payment systems, DIBS and Paypal, and – for the e-banking part – data from the six most popular e-banks: Danske Bank, Nordea, Jyske Bank, Nykredit, Sydbank and Portalbank (powering a host of smaller Danish banks). Primarily as measured by gemiusAudience for FDIM.
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“Money and gender in Denmark: e-banking and online shopping”. 15 pages, 9 illustrations.
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A year ago the 3rd-largest Danish bank opened up it’s own tv-station on jyskebank.tv. I’ve digged the numbers, and I’m able to tell the story of how they kick-started the audience leading their own customers directly over, managed to keep the customers using the site, but failed in attracting new customers and competing established media.
An few intriguing things about the case are:
- apparently up to 90-95 percent of the web-tv audience are also using Jyske Banks online banking
- …and they spend some 4-5 minuttes on the web-tv site a month. (That’s actually quite a bit! They could have just clicked right away, but once or twice a month they actually stop and watch.)
What’s more, in September 09 more than a quarter of all Jyske Bank online banking customers also visited the websites of competing banks. That’s a huge number!
What have the Jyske Bank customers thought when confronted with the not-so-media-savvy websites of the other banks? They might only have been interested in interest rates and fee-policies. But I bet they have also noticed the lack of straight-forward communication addressing the audience not so much from a salesman-customer relationship as from a “this is our world; we know something that might be valuable to you – and we’re willing to give it away”-position.
(The merit-based relationship Jyske Bank has deployed might actually have been what set the customers free in the first place, having taught them new standards of bank communications, urging them to find and evaluate information at other sources as well as Jyske Bank. If this is true, Jyske Bank has actually “pushed” their own customers visiting competitors, trusting them to return and thereby – through the active act of decision-making – confirming and commmiting their Jyske Bank-relationship.)
Oh – what does Jyske Bank TV look like? Here it is:
Denmark’s got itself a brand new TV channel. Fulfledged with modern TV-equipment, studios, reporters, producers and a host of experts waiting to comment on news as they happen. A TV channel with the outspoken ambitions to become “the largest financial TV station in Denmark”.
The recently opened TV station is web-based and produces continuously on a daily basis a number of features.
The business model behind the TV channel is somewhat unusual, however. It has no advertisement breaks and no advertising incomes. It isn’t premium – subscriptionbased – either.
To understand why the TV channel nevertheless might turn out succesfull I’ll have to share a littel secret with you: the publisher of the TV-channel isn’t a publisher in the traditional sense. No – the publisher is the third largest bank in Denmark, Jyske Bank. And the tv-channel is jyskebank.tv.
Is Jyske Bank a bank – or is it a tv-channel? Here I’ve parafrased Magrittes “ceci n’est pas une pipe” (this is not a pipe). Large version: Jyske Bank TV – ceci n’est pas une banque
In the words of Jyske Bank themselves, jyskebank.tv is financed largely by the savings accomplished by abandoning the traditional printed customermagazine, mailings etc. The TVchannel however serves one more probably vital aspect for Jyske Bank: it’s a branding vehicle. Branding not as in “we give you a lot of nice colours to look at and create a feel-good atmosphere” but rather as in “we’ll put the cards on the table and show you what we’ve got, what we know and how we think – and we’ll hope this will make you gain confidence in us”. And – in the nature of a TVchannel – this show-down isn’t a one-off, but is carried out continously, day after day, (hopefully) bearing wittness to the ability of Jyske Bank to perform over time.
This isn’t the first corporate web-TVchannel. Not in the world (pioneered Tommy Hilfiger tommytv.com – and not in Denmark (Danish defense TV www.forsvarskanalen.dk); Carlsbergs partofthegame.tv. But it’s probably the most whole-hearted “I want to be a real media” I’ve come across. To parafrase Magritte one’s almost tempted to state “ceci n’est pas une banque”.
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