Attitudes of semi-literate and literate bank account holders to the use of automatic teller machines (ATMs)

Abstract

This study looks at the attitudes towards automatic teller machines (ATMs) and alternative ATM interfaces (a speech-based interface and an icon-based interface). The semi-literate sample of 62 black, urban, bank account holders is compared to a literate sample of 68 urban, bank account holders. Comparisons are made between the semi-literate and literate groups on ATM use, general attitudes towards ATMs, ATM problems, attitudes towards a speech-based ATM alternative interface and attitudes towards an icon-based alternative ATM interface. Generally, the literate sample had more negative attitudes towards ATM use and had experienced a greater number of problems with ATMs when compared to the semi-literate sample. Overall, both groups showed a tendency to prefer the icon-based alternative ATM interface to the speech-based alternative interface and the traditional text-based ATM interface. Relevance to Industry The study looks at the attitudes of potential users to alternative interface designs (speech-based interfaces and icon-based interfaces) for public-use technology such as ATMs. The results of the study should provide some valuable insights for designers of public-use technology by suggesting which alternative interface would be most preferred by potential users, particularly those users with only partial literacy levels.