Key stat: Online access and a fee-free ATM network are the two most important bank services/features according to US banking customers, per a July 2024 survey from Nerdwallet conducted by The Harris Poll.
Beyond the chart:
- There will be 227.6 million digital banking users in the US this year, 85.1% of the total population, per our forecast.
- However, banking preferences may vary by generation. For example, US Gen Z consumers are less concerned about online access and banking fees than they are with having close ATM access and a bank’s reputation, according to an October 2023 EMARKETER survey.
Use this chart: Marketers can use this chart to highlight the growing importance of digital services, demonstrate how fee-free ATM networks can be used as a competitive advantage, and illustrate the importance of having both a digital and physical presence.
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