YouGov’s US consumer bank rankings report 2024 finds that Chase has the most satisfied customers among major US banks. Based on surveys of more than 36,000 Americans, the report unveils the banking brand preferences and experiences of US consumers based on generation, gender, region, and more.
The report finds that:
- Bank of America is the most considered bank among Americans planning to open a new account in the next 12 months, followed by Chase and Capital One
- While 18-29 year olds are the most likely age group to consider a digital-only bank (39% vs 33% of all new account openers), they are still more likely to consider opening an account with a traditional bank (47%)
- 87% of new account openers find a bank's ESG stance it at least somewhat important when deciding where to open a new account
- U.S. Bank saw a 30% increase in account-opener consideration from 2023 to 2024, the largest rise among all banks tracked
- Younger consumers are much more likely to be opening new bank accounts, as 67% of new account openers are 18-44 years old (vs 33% who are 45 and older)
- Men are more likely than women to open a new bank account (56% of new account openers are men vs 44% women
“The US banking industry is quickly evolving as more consumers are looking for banking options that have friendly mobile apps and an easy way to transfer money between accounts,” said Ryan Gmerek, VP at YouGov. “While the shift to neobanks is fully underway, our research shows that consumers still largely have traditional banks top of mind when it comes to consideration. The preference of traditional banks versus digital-only banks is shifting though, as a number of digital-only banks cracked the top 10 in customer satisfaction and consideration this year.”
Utilizing YouGov BrandIndex and YouGov Financial Services CategoryView, the report uncovers which banks are considered most for new accounts, the consumer profiles of new account openers, and which banks saw the biggest improvement in consideration and customer satisfaction in the past year.
YouGov’s report is available for download here.
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