Context and Frequency of Use in ATMs: Change over a Decade

Patrick J. O'Donnell, G.E.W. Scobie and Margaret Martin

Psychology,University of Glasgow,
Glasgow G12 8QQ,
United Kingdom

ABSTRACT
Changes in the context of use of ATMs over a decade are reported.

KEYNOTE ADDRESSES

KEYWORDS:

ATM, cash machine, user behaviour, usage context, evaluation.

INTRODUCTION
Problems exist in the use of ATMs as platforms for the delivery of a range of consumer services. Despite the capacity of the machines to deliver deposit facilities, ticket booking, or financial products their spread has been less pervasive than the generation of cash only ATMs (Hata and Iiyama 1991). This paper describes a time phased cross sectional study which we conducted with NCR.. Essentially it consists of two telephone surveys separated by eleven years, 1987 and 1998. In the mid 1980's somewhere between 40% and 60% of bank account holders were non users of ATMs. Increasing the levels of use among bank customers was seen as a priority among banks and manufacturers. Initial theorising was in terms of technophobic attitudes, lack of awareness, perceived unreliability and human factor problems.

METHOD:
A telephone survey of 306 individuals selected on the basis of a stratified random sample of the UK population was conducted in 1987 (95% response rate). Questions covered demographic variables and 82 questions on attitudes to technology, human factors issues with ATMs and patterns of ATM use. In 1998 a more restricted set of questions were asked on a stratified sample of 166 people drawn from the UK population. (89% response rate).

RESULTS AND DISCUSSION:

The 1998 sample was compared with that of 1987 on the dimensions of social class, age, and sex. None of the individual chi square comparisons were significant indicating that both are random samples from the same population. The total combined samples were compared with population norms and showed a slight overrepresentation of women and older age groups. A series of hypotheses about the determinants of general satisfaction, frequency of use and the user non-user distinction were investigated. Combining both samples, the role of human factor issues in non use was examined by a correlation of the problem questions with frequency of use among the user group. In fact frequency of use correlated positively with human factor issues e.g. screens dirty, difficult to read, problems with card insertion andretrieval, height of screens, difficult to follow instructions and damaged cards. Answers to these questions were added to produce an ergonomics satisfaction index which was correlated with frequency of use. Regular users reported more problems with ATM use. (r=.43, p<01). The gradient of entry into user status seems to be a steep one with people either becoming regular users quickly or giving up at the first hurdle. In very few people could their pattern of non use be attributed to bad experiences with machines.

Ergonomic problems were not trivial. Height of screens was rated a problem by 23%, card insertion by 18% and 28% had trouble with the instructions. Within the previous three months 12% had forgotten their PIN, 24% had found the machine either out of cash or not working, and 12% had trouble finding a machine. However the advantages of cash availability outweigh the faults. Attitudinal measures were related to use but weakly. Non users saw them as more unreliable, (t=2.2, p<.05) thought they made mistakes (t-2.34, p<.05) and worried about the probability of card loss or theft. (t=2.8, p<0.05). The strongest prediction of use was the question 'Do you ever need access to cash after banking hours?' with non users saying they have no real need for the facility. (t=3.1, p<0.01). Fully 92% of the sample of non users said they personally felt they had no need for the facility. Yet on general attitudinal questions such as 'Are ATMs in general a good thing?' 82% agreed.

The differences in response between the two time periods are the most instructive. The decade saw the extensive linkage of networks, more penetration of ATMS into supermarkets, malls and office locations, and a sustained attempt to make the machines as ubiquitous and as dependable as the telephone. The early survey showed that of users only 27% use the ATM once or more per week and that 53% get cash by other means on a regular basis. Only 34% would go for a night out on the assumption they could get money and only 22% were confident of finding a machine in a strange town. The impression is of a view of ATMs as an adjunct to the normal pattern of cash request from a teller. But my 1998 the percentages had changed to 42%,18%, 62%, and 65%. These results on relevant questions are comparable to an American sample (Rogers et. al 1996). The ATM is well on the way to being an invisible mechanism by which cash is routinely and dependably available. Moreover while in 1987 65% wanted a protected lobby, 72% wanted availability in supermarkets, cinema and 92% at places of work, few would have achieved that experience then. However now 55% of users have in the last month used such a location The term mimesis was coined to describe the delivery of a wish by a transparent and unattended mechanism. One subgroup of users , 4% in the early sample 18% in the recent, use the ATMs regularly more than once a day (not of course every day). In this pattern of use it has taken on the role of an external wallet or rather the bank is now an extension of the individuals purse. The most interesting focus is on the willingness to use new facilities. Few people expressed an interest in these in 1987 but in the sample as a whole willingness to use ATMs for at least ticket purchase (85%), insurance information.(51%) and some insurance purchase (38%) has gone up markedly. The change in use and perception is partly due to extra machine factors such as availability, networking and dependable support.

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Hatta,K. & Iiyama, Y. (1991) Ergonomic study of ATM operability. International
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Rogers, W.A., Cabrera, E.F., Walker, N., Gilbert, D.G. & Fisk, A.D. (1996). A
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