Banks that promote their online security as being better than competitors stand a better chance at winning customers, a market research firm said Tuesday.

A consumer survey found that 43 percent placed online-banking security among the top-three factors in selecting a bank, while 37 percent believed some banks were more secure than others, JupiterResearch, a division of Jupitermedia Corp., said.

"Concern about online-banking security is widespread," JupiterResearch analyst Bruce Cundiff said in a statement.

In addition, the study found that consumers' attitudes created an opportunity for some banks while presenting challenges for others, particularly regional and local institutions. For example, 34 percent of online consumers were less concerned with online security at large national banks than at local banks.

The findings suggested that marketing online security could help national banks win customers away from regional and local competitors, JupiterResearch said.