Data Snapshot

Most Consumers Turn To Online Sources When Researching Potential Bank Accounts

September 15th, 2021
With contributors:
Melissa Parrish , Christiana Lano , Christine Turley

Nearly half (44%) of US online adults who have opened or applied for a bank account in the past 12 months researched the account using a computer, while over one-third (35%) researched it on their smartphone. Don’t underestimate physical channels, however. While online is the most popular way to research bank accounts, a quarter of consumers did opt to do their research in person. This report provides a snapshot of Forrester’s data on what channels US consumers are using to research their bank account before applying for or opening it.

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