Three out of four Ukrainian internet population who use banking services are plastic means of payment holders, while every second user makes financial transactions via online banking. Loans and deposits are mentioned first when it comes to distrust in banking products – shows the recent research prepared by the Ukrainian branch of Gemius.

According to the study, online visitors are familiar with all services offered by financial institutions. The least known ones are: safe deposit boxes rental (42 percent are acquainted with such possibility) and traveller's checks (this payment method is known by every fourth user).

Services used

Most respondents use plastic cards (70 per cent), make payments (61 per cent) and transactions via online banking (53 per cent) – these are the top 3 services by usage in the Ukrainian online audience. No wonder that respondents hardly use traveller's checks (only 2 per cent of the studied target group use this bank facility) or safe deposit boxes (3 percent).

Trust in services

Services used most by the Ukrainian audience (plastic cards, payments, online banking) enjoy the highest level of trust: 49, 46 and 36 per cent trust these services, respectively. Loans and deposits are the two bank options characterized by considerable distrust: 41 per cent aren’t loyal to loans and 35 per cent – to deposits).

Online Banking

Every second online visitor who uses bank services made some banking transactions via online banking over the past six months, and every fourth installed a bank’s application on his or her mobile device. Among the online banking audience men prevail (58 per cent of service users). Internet banking is also more often used by young audience, from large cities, with an average and above-average income. 

Among the main advantages of online banking, the respondents distinguish time saving, availability of the service at any time of the day and the ability to make purchases and payments online quickly. Technical problems on the bank side, commissions charged, and the safety of the system – these are the weakest points of online banking. 

What people buy online?

Half of the researched audience (49 per cent) over the past 6 months had made payments online: 70 per cent purchased products online and the same number of users purchased services online. According to the study, computers & notebooks, portable electronics, clothing / shoes / bags are the best-selling products online (28, 26 and 26 percent bought goods from these categories over the last six months, respectively). Payment for mobile communication through the internet is the most frequently used payment method (used by 60 per cent of the respondents), utilities bills  are paid online by 35 per cent of the studied audience.

The data quoted originates from an gemiusAdHoc project conducted by Gemius in Ukraine in August-September 2014. It aims to research into online consumers of financial services in Ukraine. The sampling size was 937 online visitors from Ukraine aged 18 to 69 years who use the banks services. The study is performed according to Gemius Real Time Sampling methodology and in accordance with the ICC/ESOMAR international code of conduct.