When it comes to bills, Canadians prefer a paper trail
OTTAWA — Online-savvy Canadians are comfortable with paying bills on the Internet, but they don't want to read financial statements on a computer — they like holding their bills in their hands.
"What seems like a very small, inconsequential document, turns out to be very critical for consumers and their financial management," said Joanne McNeish, a PhD student at the Sprott School of Business at Ottawa's Carleton University.
"It isn't just information that is discarded, it represents meaning and utility to consumers."
Her thesis, Paperless Society — Not Yet, examined responses from 850 Canadian online bill payers who are considered "innovative consumers."
More than 90 per cent of respondents still received paper statements, printed their statements of online payments and recorded confirmation numbers, she said.
McNeish chose to study the habits of Canadians because the highest level of online banking in the world is done in Canada, a 2008 comScore study showed. About 67.1 per cent of adult Canadians use online banking, compared to only 44.4 per cent of Americans and 41.7 per cent of Australians.
Now more than 12 million adult Canadians use online banking services, according to epost, a Canada Post service that allows consumers to view and pay bills online.
Paying bills online and the option to receive online statements appeared around 15 years ago, and although Canadians have adapted to making web payments, electronic statements have not increased in popularity, according to McNeish's study — which she says is the first to examine the paper bill and its significance.
Consumers want paper documents so they can keep records and they can decide how long they should retain statements, she said, because to most Canadians, paper statements are the only proof of relationship between a consumer and a company.
"Intuitively, consumers believe banks and organizations have the information but they won't share it with the consumer," she said.
Although respondents in the 18- to 24-age group typically didn't keep records, once bills increased at around 25 years of age, Canadians began documenting their financial transactions. The change is caused by negative encounters with financial organizations, with about 60 per cent of consumers facing at least one bill problem in the last year, McNeish said.
Consumers "anticipate" a disagreement or mistake with their bill payments so they retain records as valid evidence.
McNeish's focus groups also revealed the paper statement was more than information, it is "an object consumers interacted with" and need in order to be reminded to pay bills, a key point that businesses need to remember.
Companies have tried to convince Canadians to switch to online statements with incentives, such as giving away free prizes, and penalties including charging them for paper bills, but both tactics have been unsuccessful.
If Canadians stopped receiving paper bills, each household would save about 30 kilograms of paper a year, according to epost.
"Consumers judge companies less favourably if they disrupt the paper bills. If this piece of mail is part of a relationship with your customer, you have to decide what you want to do with it," McNeish said.
"Consumers have not yet seen a better system than the paper bill."
Source: http://www.canada.com/business/When+comes+bills+Canadians+prefer+paper+trail/3217410/story.html
OTTAWA — Online-savvy Canadians are comfortable with paying bills on the Internet, but they don't want to read financial statements on a computer — they like holding their bills in their hands.
"What seems like a very small, inconsequential document, turns out to be very critical for consumers and their financial management," said Joanne McNeish, a PhD student at the Sprott School of Business at Ottawa's Carleton University.
"It isn't just information that is discarded, it represents meaning and utility to consumers."
Her thesis, Paperless Society — Not Yet, examined responses from 850 Canadian online bill payers who are considered "innovative consumers."
More than 90 per cent of respondents still received paper statements, printed their statements of online payments and recorded confirmation numbers, she said.
McNeish chose to study the habits of Canadians because the highest level of online banking in the world is done in Canada, a 2008 comScore study showed. About 67.1 per cent of adult Canadians use online banking, compared to only 44.4 per cent of Americans and 41.7 per cent of Australians.
Now more than 12 million adult Canadians use online banking services, according to epost, a Canada Post service that allows consumers to view and pay bills online.
Paying bills online and the option to receive online statements appeared around 15 years ago, and although Canadians have adapted to making web payments, electronic statements have not increased in popularity, according to McNeish's study — which she says is the first to examine the paper bill and its significance.
Consumers want paper documents so they can keep records and they can decide how long they should retain statements, she said, because to most Canadians, paper statements are the only proof of relationship between a consumer and a company.
"Intuitively, consumers believe banks and organizations have the information but they won't share it with the consumer," she said.
Although respondents in the 18- to 24-age group typically didn't keep records, once bills increased at around 25 years of age, Canadians began documenting their financial transactions. The change is caused by negative encounters with financial organizations, with about 60 per cent of consumers facing at least one bill problem in the last year, McNeish said.
Consumers "anticipate" a disagreement or mistake with their bill payments so they retain records as valid evidence.
McNeish's focus groups also revealed the paper statement was more than information, it is "an object consumers interacted with" and need in order to be reminded to pay bills, a key point that businesses need to remember.
Companies have tried to convince Canadians to switch to online statements with incentives, such as giving away free prizes, and penalties including charging them for paper bills, but both tactics have been unsuccessful.
If Canadians stopped receiving paper bills, each household would save about 30 kilograms of paper a year, according to epost.
"Consumers judge companies less favourably if they disrupt the paper bills. If this piece of mail is part of a relationship with your customer, you have to decide what you want to do with it," McNeish said.
"Consumers have not yet seen a better system than the paper bill."
Source: http://www.canada.com/business/When+comes+bills+Canadians+prefer+paper+trail/3217410/story.html