Consumers Who Value Convenient Branch Locations Visit More Often, But Even Those Who Don’t Have Not Abandoned The Branch Completely

When we asked US online adults to select the factors that they considered most important in selecting a provider for their bank account, 17% included a convenient branch or office location in their top three. Within that cohort, 59% have visited that provider’s branch or office in the past 12 months; in the past month, 43% have done so, compared with 21% of all consumers. Just one-quarter of those who did not say branch location was important, however, still visit a branch at least annually. This report provides a snapshot of Forrester’s data on the branch activity of the average US consumer compared with those who value convenient branch or office locations in their bank account purchase decision.