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October 1, 2025
Younger Adults Rely on Digital Research While Older Adults Trust Websites and People
Methodology
Data is from the October 2025 EMARKETER Survey US Banking Consumer Habits." 1,440 US banking consumers were surveyed online during October 7-21, 2025. The survey aims to gain insights into the consumers' banking journey in opening new bank accounts and purchasing bank products/services. It explores the channels that raise awareness of banking brands and offerings, the sources consumers rely on for research, the factors influencing conversions, and the key elements that foster trust in a banking brand. Respondents to the online survey were selected to closely align with the US population on the criteria of age (among ages 18–79), gender, household income, and region. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-2.6 percentage points at the 95% confidence level.Chart Title
Younger Adults Rely on Digital Research While Older Adults Trust Websites and PeoplePublication Date
October 1, 2025