Our second annual survey of 1,325 US banking consumers reveals the key behaviors and preferences of Gen Zers, millennials, Gen Xers, and baby boomers throughout the customer journey. These insights can help bank marketers tailor their acquisition and retention strategies.

Key Question: What key banking consumer behaviors among each generation should marketers be aware of?

Key Stat: Baby boomers are almost twice as likely as Gen Zers to buy banking products from their primary bank based on brand trust alone. Bank marketers must account for these generational differences when building their acquisition and retention strategies.