Data Snapshot

Most Consumers Turn To Online Sources When Researching Potential Bank Accounts

September 15th, 2021
David Hoffman, VP, Research Director
David Hoffman VP, Research Director
Nicole Murgia, Senior Researcher
Nicole Murgia Senior Researcher
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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