The Impact of Digital Banking Amongst South African Consumers

Abstract

In light of the constant and swift evolution of digital banking, it is imperative that consumers quickly adapt to these changes. The advancements in technology are having a significant impact on businesses' strategic objectives and business models, as they are altering consumer behavior and expectations. As a result, numerous organizations have modified their business platforms in order to enhance their competitive edge by offering proximate and efficient solutions to consumers, thus influencing their approach to conducting business. This research aimed to elucidate the effects of digital banking on consumers and their inclination to modify their behavior, utilizing the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) as primary frameworks. The research methodology employed in an online survey, utilising a sample population of 240 respondents. The research effort was specifically focused on establishing if consumers are impacted, either positively or negatively due to technological advancements in digital banking. The primary data suggests that a significant number of individuals aged 46 or older in South Africa are hesitant to fully embrace digital banking. On the other hand, consumers between the ages of 18 and 45 appear more inclined to shift from traditional banks to digital-focused banks, such as Tyme Bank, Discovery Bank, or Bank Zero. The limited access to the internet in South Africa may be a factor contributing to the underutilization of digital banking by consumers.