📄 Abstract
This research examines urban and rural consumer preferences regarding internet banking, focusing on access, security and trust, convenience, ease of use and perceived risk. Primary data were gathered via structured questionnaires distributed to consumers in both locales, and statistical methodologies were employed to ascertain disparities in adoption patterns and attitudes. The results indicate that urban consumers show a higher propensity to use and prefer internet banking, which is attributed to better technological infrastructure, increased digital exposure and increased trust in online financial transactions. In contrast, rural consumers show moderate adoption due to limited digital literacy, infrastructure deficiencies and security fears. For the study 878 consumers were chosen who access internet banking. The area of study were selected district of Madhya Pradesh. On the contrary, research results indicate an increasing trend of internet banking usage for rural users, based on adequate awareness campaigns and availability of support structures. By strengthening digital infrastructure in rural areas, increasing financial literacy and building trust through secure and intuitive platforms, the difference between urban and rural banks can be reduced. As a result, this study provides a more nuanced understanding of demographic variations in digital banking habits and provides practical recommendations for decision makers and financial institutions that wish to drive the adoption of internet banking services.
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📚 How to Cite:
Ms. Anushka Jain, Dr. Swapna Pillai, Dr. Harsh Sharma , A COMPARATIVE STUDY BETWEEN URBAN AND RURAL CONSUMERS’ PREFERENCES TOWARDS INTERNET BANKING , Volume 13 , Issue 10, October 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 54 - 60 , DOI: https://doi.org/10.36713/epra31830