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For eBusiness & Channel Strategy Professionals

How US Consumers Research And Buy Checking Accounts, 2018

Family And Friends Strongly Influence Decisions, And Branches Still Dominate The Application Process

August 2, 2018

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  • By Alyson Clarke
  • with Benjamin Ensor,
  • Piers Conway,
  • Sam Bartlett

Why Read This Report

Checking accounts are one of the top-selling financial products in the US. But more importantly, checking accounts are central to a customer's relationship with their primary bank. To help digital teams win the checking account relationship, we surveyed US online adults to find out how they research and buy checking accounts. Digital banking executives need to lift their game and provide a faster digital account opening if they want more customers to apply online.

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Table of Contents

  • Family And Friends Strongly Influence The Purchase Decision
  • The Majority Of Customers Visit The Branch To Apply For Their Account
  • Understanding The Customer Journey Shows Why Branches Dominate
  • Recommendations

  • Better Understand Applicants And Make The Digital Experience Faster
  • Supplemental Material
  • Related Research Documents

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