Banking consumers want online access, fee-free ATMS

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.

Related EMARKETER reports:

• Banking Trends to Watch in H2 2024 (Subscription required)
• Community Bank and Credit Union Trends (Subscription required)

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.