Data that tells you where to invest marketing resources this year.
Every Region
Conducted across the entire U.S.
First Party Data
Across Our Local Markets
1,000+
consumers surveyed
key takeaways
What the research shows
01
Referred by family
35% first heard about their bank through a family member
02
Google Still Reigns
49% use Google Search to research specific financial products
03
Actively seeking online
76% of Gen Z and Millennials actively seek financial information online
04
Fees are a pain point
24% would leave their institution over fees and charges
Questions Answerd
What the research helps clarify.
01
Why do customers switch banks?
Life changes spark most banking decisions.
02
Why is local trust winning?
03
Who drives financial decisions?
04
Where are consumers searching?
Who this is for
Built for the people responsible for growth and accountability.
The value is in how the right mix works together around the goal.
Marketing Practitioner
Identify opportunities to improve campaigns, content, audience targeting, and media strategy.
Executive Leaders
Support growth decisions with consumer insights and market benchmarks.
Financial Institutions
Built for community banks, regional banks, and credit unions.
About this research
Responsibly and thoroughly conducted.
The 2026 American Financial Consumer study was conducted among a national sample of 1,031 adults aged 18 and older. The study captures banking behaviors, decision-making processes, media consumption habits, and attitudes toward financial institutions of every type. The sample reflects national demographic distributions for gender, income, and ethnicity. Regional data cuts cover five geographic regions: Midwest, Northeast, Southeast, Southwest, and West.
download the whitepaper
get your free copy of the 2026 american financial consumer report
Get insights that help with your growth priorities, market realities and audience context.
01
Marketing and competitive context
02
Audience and journey priorities
03
A path from visibility to action
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