digital evolutionsurvey on the evolution of italian account holders' behaviours and relations with banks, at the light

of the diffusion of new digital technologies

presentation leaflet

rome, january 2015 (13181fo / 01)

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agendaintro

research perimeter

method

output

timing

budget

quality & references

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intro |

Format Research realizes since 2013 “Digital

Evolution”, a multiclient survey of Italian account

holders' behaviours, pertaining to the use of internet

banking and social networks in the relationship with

banks.

The survey examines behaviours, strategies, and

trends of Italian account holders – particularly, self-

employed workers – performing online banking

(internet banking, digital banking, e-commerce, online

purchasing and selling, ecc.), and their use of social

networks

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research perimeter | observed phenomena

Representative sample of Italian account holders utilizing the web to

communicate with their banks and/or perform online banking, further analysed

according to their use of social networks. Specifically, the following phenomenaare considered:

– Internet usage

– Digital Banking

– E-commerce: online purchasing and selling

– The use of social networks: the bank of tomorrow

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research perimeter | the content in detail

• Main bank (online / traditional)

• Average daily hours of web browsing

• Devices used for browsing (smartphone, tablet, PC, etc.)

• Main purpose for using the Internet

Internet usage

Digital Banking

E-commerce: online purchasing and selling

The use of social networks: the bank of tomorrow

• Frequency of reaching the bank branch for account management

• Openness on the part of customers to the possible extension of branches' schedules, in order to

increase the availability of services

• Openness towards services that are not strictly financial (mobile, reading, travel, coupons / ticketing,

other) to be possibly provided at the branch by the bank

• Mobile banking usage - via smartphone / tablet - and for what purposes

• Monthly usage of online banking and for what purposes

• Ability to interact via online chat / video-chat with bank employees

• Opinion on possible future allocation of all banking activities to online, home, mobile banking and/or

to other digital channels (i.e. excluding the possibility of performing operations at the branch)

• Average monthly use of ATM and for what purpose

• Monthly average recourse to financial promoters and for what purpose

• Internet usage for purchases or payments, and average monthly time / expenditure

• Online purchasing of financial or insurance products (policies, financing, credit cards, etc.)

• Openness to mobile banking in replacement of credit cards / savings for shopping

• Usage of social networks and which one specifically (Facebook, Twitter, YouTube, Google Plus, etc.)

• Average daily time spent on social networks

• Average usage of social networks through mobile (tablet / smartphone)

• Maximum allowed expenditure if Facebook or Twitter required charge

• Percentage of users following their bank via Facebook / Twitter and for what purposes

• [For those who don't use social networks] Reasons for not using social networks

• Openness to online purchasing of banking products / services as unique allowed form of buying (i.e.

excluding the branch)

• Openness to the possibility to use a private space within the branch, as provided by the bank (e.g. a

lounge room, workstation, ecc.)

• Ability to carry out operations independently (through self-service, at the branch) without the support

of a manager / bank assistant

• "The bank of tomorrow": openness to the possibility of using the waiting time at the branch to buy

snacks, browse the web, ecc.

• Expected characteristics of the branch of the future

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CATI (Computer Assisted Telephone Interview) / CAWI (Computer Assisted Web Interview)

Structured questionnaire

Representative sample of Italian account holders using internet banking (1.800 cases)

Focus on "self-employed workers" (entrepreneurs, professionals; oversampling of 200 cases)

Biannual survey (2 flights in one year). Time series available from 2013)

• Italy North-West• Italy North-East• Italy Centre• Italy South & Islands

Gender: men, women.

Age: 18-24 y.o., 25-34 y.o., 35-44 y.o., 45-54 y.o., 55-64 y.o., over 65.

Marital status: married or in like families, non-married and living with birth families, single.

Entrepreneurs, professionals; owners; managers; supervisors;

employees; freelance professionals; workmen & ploughman; unemployed; housewives; retired; students

It is possible to customize the questionnaire by adding some items of specific interest (until three, to be requested with at least 15 days before the field start)

All rights of the customization are the property of the Client.

AreaSampleGender, Age, Marital

StatusSocio-Professional Status

Research InstrumentContact Method Periodicity Customization

method | technical characteristics

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Sample of Italian account holders (1,800 cases), and focus on self-employed workers

(oversampling of 200 cases) segmented according to the following dimensions:

• gender, 2 classes (men; women)

• age, 4 classes (18-24 y.o., 25-34 y.o., 35-44 y.o., 45-54 y.o., 55-64 y.o., over 65);

• area (North-West, North-East, Centre, South & Islands)

• marital status, 3 classes (married or in like families, non-married and living with birth families,

single);

• socio-professional status (entrepreneurs, professionals; owners; managers; supervisors;

employees; freelance professionals; workmen & ploughman; unemployed; housewives;

retired; students);

• bank type, 2 classes (online, traditional)

• major aims in using the internet (get info on products / services, purchasing, requesting

financial / technical consultancy)

• use of social networks

Research instrument: structured questionnaire.

Contact Method: CATI (Computer Assisted Telephone Interview) / CAWI (Computer Assisted Web Interview)

Further types of segmentation are available on the Client's demandFurther types of segmentation are available on the Client's demand

method | sample characteristics

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output | delivery of results

apr |

may |

jun |

jul |

DBR

Research Report I DB of Macrodata

aug |

sep |

oct |

nov |

dec |

jan |

feb |

mar |

DBR

Research Report II DB of Macrodata

NNewsletter – Updates

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Database of Macrodata

(crosstabs)

ResearchReport

Sampling results are reported to the universe. Answers to all questions included in the questionnaire will be segmented by

the sample's study domains, etc.Format: SPSS, Ms Excel.

Research results are represented through graphs and synthetic statistical tables;

with extensive comment and final glossary. Format: Ms PowerPoint

output | delivery of results

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timing | release calendar

January February March April

May June July August

September October November December

Data Collection and Analysis

Biannual Report(about the 15th of each indicated release month)

Newsletter – Updates(about the 15th of each indicated release month)

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ICC/ESOMAR Code on Market and Social Research

ASSIRM Code

Code of the SIS (Italian Statistical Society)

Italian Law on Privacy D.lgs 196/03

quality and references | rights and ethical code

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quality and references | quality plan

Quality audit of the services provided will be guaranteed by means of specific project cycle management

procedures and preliminary identification of management responsibilities. Periodic checks and

assessments will allow continuous monitoring of the state of the project and relevant activities, their

compliance with organizational, logistical, time, and quality standards with respect to the expected product

and the program shared with the Client. In case of proven non-compliance, in agreement with the Client,

major determinants will be investigated, and subsequently valid corrective actions will be systematically

implemented. The approach offered by our institute is either simple and structured, as it focuses on eight

priority objectives that are consistent to the ISO9001 certification:

Garantire la sicurezza e la riservatezza

Accurate procedure interne per la sicurezza fisica e logica dei dati e dei deliverable

Garantire la continuità

Corretta allocazione e gestione delle risorse durante la realizzazione del progetto e costante trasferimento del know how

Verificare la soddisfazione del cliente

Monitoraggio periodico dei livelli di soddisfazione del cliente mediante l’utilizzo di strumenti standard (es. Questionari, interviste, …)

Assicurare la qualità dei deliverables

Analisi e revisione della documentazione prodotta a più livelli (es. Responsabile di progetto, Consulenti senior)

Pianificare il progetto

Pianificazione di dettaglio di attività, risorse, tempo, milestones, deliverables

Monitorare l’andamento del progetto

Indicatori quantitativi di performance sulle attivitàsvolte (es. APQ rilevati)

Consuntivare i risultati

Schede di avanzamento lavoro standard per tutta la durata del progetto

Comunicare e condividere i risultati

Riunioni di lavoro ed utilizzo di strumenti informatici per la condivisione dello stato del progetto e della base informativa disponibile

Piano della qualità

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Ensuring Safety and Confidentiality

Accurate internal procedures aimed at ensuring

physical and logical protection of data and

deliverables

Ensuring Continuity

Allocation and management of resources

over the whole project execution and

constant know-how transfer

Customer Satisfaction

Periodical customer satisfaction analyses

by means of standardized tools

(questionnaires, interviews, ...)

Project Management

Detailed planning of activities, resources,

time, milestones, deliverables

Project Monitoring

Estimation of quantitative activity

performance indicators (e.g. APQ)

Preliminary Results Exploration

Production of reports on the state-of-the-

project over the whole project execution

Sharing of Final Results

Live and remote sharing of final results

and the available information base

by means of meetings and electronic tools

QualityPlan

QUALITY PLAN – PRIORITIES

Quality Assessment of Deliverables

Multi-level assessment and review of

deliverables (by Project Leaders, Senior

Consultants, etc.)

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Emanuele FinoAccount Researcher

Tel: +39 06 86328681

Mobile: +39 39 3891115143Email: emanuele.fino@formatresearch.com

Pierluigi AscaniChairman of the Board of Directors

Philosopher. Founder, President and Scientific Director ofFormat Research since 1992. Twenty-year experience inmarketing research, customer satisfaction, political,

economical and social studies. Adjunct Professor in SocialResearch Methods at Sapienza University of Rome, Facultyof Philosophy.

Barbara Di CosimoProject Leader

Economist, working in Format since 2007. In charge of theorganization and coordination of research, expertiseregarding qualitative and international studies.

Scientific

Director

Info

quality and references | credits

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