Trends Report

How US Consumers Research And Buy Checking Accounts

Branches Still Dominate The Purchase Journey Because The Digital Experience Is Too Hard

November 30th, 2015
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst
With contributors:
Benjamin Ensor , Cody White , Audrey Blumstein

Summary

Checking accounts are one of the top-selling financial products in the US, second only to credit cards. But more importantly, checking accounts are central to a customer's relationship with their primary bank. To help eBusiness executives win the checking account relationship, we surveyed US online adults to find out how they research and buy checking accounts. What is clear is that banking eBusiness executives need to lift their game and provide a better digital experience if they want more customers to apply online.

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