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October 1, 2025
Primary Banks Dominate Deposit Accounts, but Not Many Other Financial Products
Methodology
Data is from the October 2025 EMARKETER Survey titled "US Banking Consumer Habits." 1,440 US banking consumers ages 18-79 were surveyed online during October 7-21, 2025. Respondents were selected to closely align with the US population on the criteria of age, gender, household income, and region. Data has a margin of error of +/-2.6 percentage points at the 95% confidence level. The survey was fielded by a third-party sample provider. The survey aims to gain insights into 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.Featured In
Banking Trends H2 2026Sources
Chart Title
Primary Banks Dominate Deposit Accounts, but Not Many Other Financial ProductsPublication Date
October 1, 2025