ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought Leadership
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

US college students experience intense financial pressures—how can banks help?

Article |
 May 12, 2025

US sponsored content to pass $10B

Article |
 May 12, 2025

Attention measurement inches toward credibility with new IAB and MRC standards

Article |
 May 12, 2025

The post-pandemic evolution of physical retail: How stores drive lifetime customer value

Article |
 May 12, 2025

US, China agree to temporarily reduce tariffs

Article |
 May 12, 2025

Google’s head of retail media makes the case for off-site expansion

Article |
 May 12, 2025

Commerce media landscape evolves as competition intensifies in 2025

Article |
 May 12, 2025

As AI advances, CrowdStrike and Chegg scale back on human labor

Article |
 May 12, 2025

OpenAI’s nonprofit U-turn puts Microsoft’s AI dominance in jeopardy

Article |
 May 12, 2025

Foreign automakers have few avenues to avoid tariffs

Article |
 May 12, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Banking Consumer Habits by Generation 2024

Insights for Driving Acquisition and Retention Among Each Generation

Report by Maria Elm  |  Dec 18, 2024
Download
Report
Crosstabs
Executive Summary
Share
Table of Contents
Executive Summary
Gen Zers are making banks work to win their deposits
Millennials are pragmatic and inquisitive consumers
Gen Xers are increasingly willing to explore their options to find the right provider
Baby boomers are banks’ most loyal customers
Methodology
Media Gallery
About This Report
Our second annual study of US banking consumers reveals the key characteristics that make each generation’s customer journey unique. Banks can tailor their acquisition and retention strategies accordingly.
Topics
Financial Services
Banking
US
Table of Contents
Executive Summary
Gen Zers are making banks work to win their deposits
Millennials are pragmatic and inquisitive consumers
Gen Xers are increasingly willing to explore their options to find the right provider
Baby boomers are banks’ most loyal customers
Methodology
Media Gallery

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?

Boomers Are Far More Likely Than Average to Buy From Traditional Banks Based Only on Brand Trust (% of US checking/savings account users, by generation, Oct 2024)
E-Mail ChartDownload

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Gen Zers are making banks work to win their deposits
  3. Millennials are pragmatic and inquisitive consumers
  1. Gen Xers are increasingly willing to explore their options to find the right provider
  2. Baby boomers are banks’ most loyal customers
  3. Methodology
  1. Media Gallery

Charts in This Report

Boomers Are Far More Likely Than Average to Buy From Traditional Banks Based Only on Brand Trust (% of US checking/savings account users, by generation, Oct 2024)Gen Zers Research Banks on Banks' Apps and Socials at Higher Rates Than Older Consumers Do (% of US Gen Z vs. Gen X and baby boomer checking/savings account users, Oct 2024)
Apple Wins the Crown for Being Gen Z's Most Trusted Banking Provider (% of US Gen Z vs. total checking/savings account users, Oct 2024)Millennials Appreciate Bank Ads That Reflect Their Values, Much More Than Older Generations Do (% of US millennial checking/savings account users, Oct 2024)
Millennials Flock to Bank Sites for Banking Research, at Much Higher Rates Than Gen Zers (% of US millennial checking/savings account researchers*, Oct 2024)Millennials Are Almost Twice as Likely as Older Consumers to Switch Banks Over Product/Service Quality (% of US millennial checking/savings account users considering switching primary banks, Oct 2024)
Gen Xers' Trust in Their Current Bank or Other Traditional Providers Fell Over the Past Year (% of US Gen X checking/savings account users, 2024)Gen Xers' Bank Discovery Drivers Are Less Traditional Than Baby Boomers' (% of US Gen X vs. baby boomer checking/savings account users, Oct 2024)
Boomers Are More Likely Than Average to Say Nothing Could Make a Banking Ad More Persuasive (% of US baby boomer vs. total checking/savings account users, Oct 2024)Boomers Value Human Assistance When Buying Bank Products, More Than Younger Consumers Do (% of US checking/savings account users, by generation, Oct 2024)

authors

Maria Elm

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Eleni Digalaki
Erika Huber
Director, Report Editing
Madan Kumar
Copy Editor
Na Li
Director, Primary Research
Penelope Lin
Director, Data Visualization
Tiffani Montez
Jennifer Pearson
VP, Research
Emman Velasco
Chart Editor
Julia Woolever
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Create an account for uninterrupted access to select reports.
Create a Free Account