« Return to Mobile Website

Newsletter Sign-Up

Contact Sales

Financial Services

The following excerpt is from eMarketer's report:“Digital Banking Trends: With Consumer Preferences in Flux, Is Omnichannel the Answer?”

For more than a decade, banks have used digital touchpoints to provide more convenience to customers, and, in turn, wring operational costs out from common transactions like bill payments and account transfers. This strategy has worked; online banking use is pervasive, and mobile banking continues to grow rapidly. More consumers are even opting to use direct banks—institutions that serve customers via the internet without any physical locations.

Retail banking has now reached an inflection point. While closing branches might be a short-term fix to trim costs, many customers still show a strong preference for having convenient access to a physical banking center, especially when seeking out financial advice or performing more complex, emotionally involved transactions.

An omnichannel approachóserving and engaging with customers in an "anytime, anywhere" fashion—is being touted as a way to give banks of all types and sizes more flexibility to meet consumers' constantly evolving preferences.

THIS REPORT ANSWERS THESE KEY QUESTIONS:

  • Which consumer segments are using digital banking?
  • How are consumers' banking preferences changing, and why does it matter?
  • How are banks adapting to meet consumers' diverse and evolving needs?

Digital Banking Provides Critical Touchpoints for Consumers

For many US consumers, digital channels have become the primary touchpoints through which they pay bills, move money and manage their finances. While online banking through a desktop or laptop remains a popular route for consumers, mobile banking continues to pick up steam as banks try to meet the needs of on-the-go customers.

Comparative estimates for online banking adoption in the US vary depending on the scope and methodology used by the researcher. Surveys without prerequisites for respondents with a bank account tended to show lower online banking adoption when compared with those that did. The Pew Internet & American Life Project in May 2013 had the lowest adoption rate for online banking, at 61% of internet users; it also used phone surveys to minimize channel bias in its methodology.

The full text of this report is available to eMarketer corporate subscribers only.

Inquire about a corporate subscription »
Corporate Subscription Inquiry
  • All fields required.
  • eMarketer Daily Newsletter
    The latest data, insights and perspectives on digital marketing and media, published each weekday along with a weekend digest.

  • Please also include eMarketer FYI mailings
    Partner webinar and event announcements, whitepaper offers, best practices guides, and research briefs.

  • eMarketer Special Notifications
    Occasional updates about eMarketer products and services; complimentary offers to download sponsor-supported eMarketer content; as well as invitations to exclusive webinars and events.

  • We will never share your personal information without your permission. You can unsubscribe from emails at any time. View Privacy Policy.

By the way

provides companywide access to eMarketer, so you can register immediately.

This service is at no extra cost to you.

Click below to get full access to eMarketer.

  • No thanks

Check Your Inbox

We sent you a registration confirmation email.

More from eMarketer

eMarketer recently published the following articles related to Financial Services:

eMarketer corporate subscription clients have access to all the articles we publish, plus charts, interviews, case studies and full-length reports.

You can view a full list of eMarketer reports available to eMarketer corporate subscribers here.

Use the form above to get in touch with eMarketer and find out if a corporate subscription is right for you.