Predicting automated teller machine usage: the relative importance of perceptual and demographic factors

In this study of usage of a retail banking service innovation, users and non‐users of automated teller machines (ATMs) are profiled in terms of demographic and perceptual variables. The main purpose of the study was to discriminate users from non‐users, using the demographic variables of respondents and their perceptions of ATM attributes in order to assess the relative importance of these predictor variables. The study which is based on a survey of 430 retail banking consumers, found that perceptual variables were far more successful as predictors of ATM service usage than respondent demographic variables.