Latest Online Research Shows American Express as Most Popular US Bank with a 35% Share of Positive Comments on the Web

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The top three mentioned US banks on the internet in January 2012 are American Express (Amex), Citibank and Bank of America. Amex achieves the highest share of positive comments with 35%. Bank of America accounts for the highest share (28%) of all negative mentions, but only garners a 13% share of positive ones. Amex has the highest Net Sentiment Score (63%) followed by US Bank with 61%. Findings are according to the latest social media monitoring report from social media research specialist DigitalMR.

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Online sentiment continues to show contrasting pictures of two banks: Amex which is very positive and Bank of America where sentiment is highly negative. This represents a huge challenge for Bank of America to turn this around.

DigitalMR analyzed tens of thousands of online customer comments regarding US banks for the month of January 2012. Two thirds of comments monitored were positive (67%) about their customer experiences, compared with 33% being negative about their customer experiences.

DigitalMR’s report (powered by SocialNuggets) analyzes tens of thousands of mentions and customer comments posted via open access social media platforms and relevant finance related websites. It measures not only the number of comments posted by consumers on the internet, but also sentiment – whether these posts are positive or negative.

Results are based on comments posted on the major US banks: CitiBank, Bank of America, Wells Fargo, US Bank, American Express, HSBC, Capital One, Barclays, JP Morgan Chase and US Bancorp.

The banking service brands with the highest share of overall mentions were: Amex (29%), Citibank (20%) and Bank of America (18%).

There was, however, a large difference between the positive and negative mentions that these banks generated. Amex achieves the highest share of positive comments (35%) more than twice its share of negative ones (16%). Conversely, Bank of America attracted more than twice the share of negative comments (28%) to positive ones (13%).

Taking each bank’s positive and negative scores into consideration, Amex achieves the highest Net Sentiment Score (NSS) with 63%, followed by US Bank with 61%. The only bank with a net negative score was Bank of America with a NSS of (-4%).

Ryan Rutan, President of DigitalMR USA commented: “Online sentiment continues to show contrasting pictures of two banks: Amex which is very positive and Bank of America where sentiment is highly negative. This represents a huge challenge for Bank of America to turn this around.”

Data analysis and customer comments

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For regular reports and more information:
Ryan A. Rutan
rrutan(at)digital-mr(dot)com
tel: +1 (614) 638-0216
http://www.digital-mr.com

About DigitalMR
DigitalMR understands what people think and feel when they share views online. It is a specialist agency which provides a holistic approach to web based market research. It specialises in utilising social media research, especially active web-listening, and online communities to enhance its business consulting approach. The agency has pioneered new methods in online focus groups alongside tools such as video diaries, bulletin boards and online ethnography. DigitalMR is headed by founder and MD, Michalis Michael and has offices in London UK, Nicosia Cyprus, and Columbus Ohio, in the US.
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Ryan A. Rutan
Digital MR
+1 (614) 638-0216
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