Influence of demographics on drivers of, and preference for, digital personal banking in South Africa

Avikar Ramsundra, Roger Mason and Thomas Dobbelstein
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Avikar Ramsundra: Durban University of Technology and Richfield Graduate Institute of Technology
Roger Mason: Durban University of Technology
Thomas Dobbelstein: Durban University of Technology and Baden-Württemberg Cooperative State University

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 2, 173-204

Abstract: This paper evaluates how the perceptions of consumers from different demographic backgrounds influence their adoption and use of digital personal banking, and suggests marketing activities required to increase digital banking by these different demographic target groups. The method involved an online survey of a sample of 400 respondents with bank accounts in the iLembe district of KwaZulu-Natal, South Africa, focusing on the demographic dimensions of age, gender, education and income. The study found that high digital banking users were older (24+), with higher education and a higher income, while low digital banking users were younger (18-23), with a lower level of education and a lower income. No differences according to gender were found. The convenience of digital banking and a good online banking experience were the factors that most encouraged digital banking use by high users, while perceptions of high cost and having low control over their online banking activities were factors that discouraged low users from more digital banking use. These findings confirmed the previous research about the influence of age and education on digital banking use, but contributed new knowledge about the influence of income, and the lack of influence of gender, on digital banking adoption and use. Comprehensive recommendations for banks, policy makers and other stakeholders are provided. Key Words:Digital banking, e-banking, online banking, personal banking, adoption, demographics, age, gender, education, income, consumer perceptions, South Africa

Date: 2025
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