Page 3: Market research
The aim of the market research was to find out whether PC Banking would provide a opular service. The surveys showed that, compared to other banks, First Direct customers are more likely to have PCs, use the Internet and want to use PC Banking. First Direct customers tend to be the first to buy and use the latest technology. This was attributed to the large number of ‘early adopters’ who initially came to First Direct because of the innovative, forward-thinking image First Direct projected. Key survey results in January 1996, showed that: