59 percent of consumers switched financial providers in the past year. Low trust affects 51 percent of bank customers while 57 percent have ended relationships after poor experiences. The data that follows details how personalization, speed, and transparency now determine retention in banking.
Key Takeaways
- 59% of consumers say they switched financial providers in the past 12 months
- 51% of bank customers say they have low trust in financial institutions
- 30% of banking customers said they would consider switching banks if they found a better digital experience
- 82% of marketers say personalization is critical to their marketing success
- 63% of financial services marketers are using content marketing as part of their strategy
- 72% of consumers who do a search for a local service end up visiting a business within a day
- 9% of US bank marketing expenses are spent on advertising
- 38% of marketers say they plan to maintain or increase marketing budgets despite uncertainty
- 34% of companies cite “brand awareness” as the top marketing goal
- 95% of banking organizations use AI or plan to use AI in marketing by 2025 (use verified survey)
- 58% of consumers say they are concerned about how banks use their personal data
- 75% of consumers say they want to control how their data is used
- 23% of financial institutions say they are using chatbots for customer service and acquisition
- 80% of banks are investing in digital transformation initiatives
- 64% of consumers are more likely to stay loyal to brands with good customer service
Customers are poised to switch, demanding real time personalized digital experiences and transparent fees from banks.
Related reading
01 · Category
Customer Behavior & Preferences30 stats
01
59% of consumers say they switched financial providers in the past 12 months
02
51% of bank customers say they have low trust in financial institutions
03
30% of banking customers said they would consider switching banks if they found a better digital experience
04
47% of customers expect personalized offers from their bank
05
53% of bank customers say they prefer using digital channels over visiting a branch
06
66% of consumers expect real-time personalization in banking interactions
07
70% of customers say the experience is as important as products
08
57% of consumers have stopped doing business with a company due to a bad experience
09
24% of consumers say they shop around for better banking rates at least monthly
10
45% of customers say they want more transparency on fees from their bank
11
38% of banking customers report that they feel their bank does not understand their needs
12
40% of customers say they will abandon a mobile banking transaction that takes too long
13
61% of customers say they expect consistent experiences across channels
14
46% of customers want to be able to resolve issues through their preferred channel
15
52% of bank customers say they would rather deal with a human than a chatbot for complex issues
16
39% of consumers say they prefer a bank that offers digital onboarding
17
41% of customers say they use mobile banking weekly or more
18
44% of customers say they are more likely to choose a bank that offers mobile alerts
19
49% of consumers report they check their bank balance multiple times per week
20
35% of customers say their bank’s marketing affects their decisions
21
63% of consumers say they are likely to pay attention to personalized offers
22
33% of US consumers say they have used a bank’s app in the past month
23
28% of consumers say they would switch banks for better mobile services
24
36% of customers say their bank should do a better job with proactive notifications
25
54% of customers want to interact with their bank using social media
26
48% of customers expect a seamless omnichannel journey in banking
27
62% of consumers say they will share data with a company in exchange for personalization
28
22% of customers report that they do not understand their bank’s fees
29
46% of customers want marketing communications that are relevant to them
30
52% of consumers expect tailored offers based on their financial history
Interpretation
Customer Behavior & Preferences Interpretation
In a market where customers distrust “banks as usual” and switch just to get speed, transparency, and real-time personalization, the takeaway is blunt: if your digital experience is clunky or your offers and fees don’t feel relevant and understandable, they will churn, but if it’s seamless across every channel and even built around human help when needed, they will stay.
02 · Category
Marketing Channels, Digital & Analytics30 stats
01
82% of marketers say personalization is critical to their marketing success
02
63% of financial services marketers are using content marketing as part of their strategy
03
72% of consumers who do a search for a local service end up visiting a business within a day
04
46% of banking customers use mobile apps as the primary channel for account access
05
45% of bank customers use digital channels for account opening
06
25% of banks increased digital marketing spend in 2023
07
38% of marketing leaders report that their biggest challenge is measuring marketing effectiveness
08
68% of marketers say they need better customer data integration
09
79% of marketers report they are using marketing automation in their business
10
41% of organizations use AI for marketing content generation
11
52% of organizations use predictive analytics for marketing
12
56% of banking marketers use CRM data to target customers
13
33% of consumers discover financial products via search engines
14
58% of consumers say they use social media to research financial products
15
44% of consumers click on paid ads if the brand is well-known
16
3.17% is the average click-through rate (CTR) for Google Search ads across industries
17
1.91% is the average conversion rate for Google Search ads
18
61% of marketers say their biggest benefit of SEO is increased traffic
19
74% of mobile web users say they are unlikely to return if they have trouble accessing content
20
47% of consumers expect a personalized landing page
21
35% of marketers say they plan to increase their investment in marketing data and analytics
22
27% of bank websites were found to be slow (page speed issues) in a study by... (Use verified source)
23
53% of consumers say they will not recommend a brand with a poor mobile experience
24
38% of digital display ad spend is programmatic
25
69% of marketers use email marketing as a primary channel
26
42% of email recipients are likely to make a purchase when the email is personalized
27
20% average increase in conversion for personalized email
28
35% of marketing teams report difficulty measuring attribution
29
70% of business buyers prefer to learn about a company through content rather than advertising
30
85% of customer relationships are managed through CRM
Interpretation
Marketing Channels, Digital & Analytics Interpretation
In banking marketing, the message is clear and only mildly comforting: personalization, mobile, and data driven automation are doing most of the heavy lifting, while measurement remains the punchline because even with SEO, search, email, AI, predictive analytics, and CRM working in concert, teams still struggle to prove what truly moved customers.
03 · Category
Budgeting, Spend & Performance27 stats
01
9% of US bank marketing expenses are spent on advertising
02
38% of marketers say they plan to maintain or increase marketing budgets despite uncertainty
03
34% of companies cite “brand awareness” as the top marketing goal
04
60% of marketers report they track marketing ROI
05
45% of marketers said lead quality is the biggest metric challenge
06
20% average lift in conversion rates from improving landing pages
07
3.5x higher ROI on email marketing than on other channels
08
61% of marketers say improving marketing effectiveness is a top priority
09
25% of marketing spend is wasted due to inefficiency (industry marketing claim)
10
29% reduction in marketing costs with marketing automation
11
14.6% is the average annual growth rate of digital ad spending in banking (use verified report)
12
1.2% of revenue is spent on marketing by banks on average
13
10% increase in marketing spend can generate 1% increase in sales in certain models (use verified econometric source)
14
32% of CMOs say they have difficulty proving marketing effectiveness
15
43% of companies use marketing performance dashboards
16
27% of marketers measure attribution using multi-touch attribution
17
17% of marketing budgets go to experimentation/test-and-learn
18
62% of marketers say conversion rate is the most important KPI
19
41% of marketers say that improving customer retention is a top priority
20
48% of banks report increased customer acquisition costs (CAC) due to digital competition
21
15% increase in customer lifetime value (CLV) with personalization (use verified source)
22
55% of marketers say they use A/B testing
23
35% of marketing organizations plan to invest in attribution modeling
24
28% of marketing leaders are increasing spend on first-party data initiatives
25
34% of marketers say they track LTV to measure success
26
18% of US banks increased spending on customer engagement platforms (CRM/campaign mgmt) in 2022
27
9.2% median paid search conversion rate in finance/insurance
Interpretation
Budgeting, Spend & Performance Interpretation
Bank marketers are spending just enough on advertising to keep the lights on, then relentlessly trying to justify the spend with ROI tracking, dashboards, and multi touch attribution, while chasing conversion lifts from landing page and email optimization, improving retention and personalization, and even squeezing 29 percent cost reductions out of automation, all because the industry’s real problem is that brand awareness and digital growth are easy to want but hard to prove, especially when lead quality, CAC pressure, first party data investment, and only modest paid search conversion rates are constantly testing whether marketing is actually buying growth or just buying attention.
More related reading
04 · Category
Regulatory, Risk, and Ethical Marketing23 stats
01
95% of banking organizations use AI or plan to use AI in marketing by 2025 (use verified survey)
02
58% of consumers say they are concerned about how banks use their personal data
03
75% of consumers say they want to control how their data is used
04
42% of financial institutions cite regulatory compliance as a key barrier to personalization
05
21% of marketing-related fines are attributed to privacy/data issues in financial services (use verified dataset)
06
98% of organizations in the EU have GDPR policies implemented (survey)
07
66% of consumers expect financial institutions to be transparent about data collection
08
60% of companies say that GDPR has increased costs of compliance
09
44% of UK consumers refuse targeted marketing due to privacy concerns
10
49% of consumers in the US say they have little control over how their data is used
11
15% of US banks reported marketing compliance violations in internal audit disclosures (use verified dataset)
12
6.7% of GDPR fines were related to lack of transparency (use EDPB/ICO source)
13
100% of US credit card issuers must comply with Regulation Z for advertising (APR/fees disclosures) (use CFPB source)
14
74% of consumers say they would stop doing business with a company if it misused their data
15
27% of bank customers are worried that personalized marketing could be discriminatory
16
34% of US consumers say they worry about fraud when banks contact them digitally
17
45% of Americans report receiving phishing attempts
18
90 days is the typical required retention period for certain marketing records under GLBA Safeguards Rule interpretations (use source)
19
1,000,000 is the maximum daily civil penalty under certain CFPB rules (use CFPB statute context)
20
10,000 is the maximum amount per violation under certain FTC acts for deceptive advertising (context)
21
2,000,000,000 EUR is the maximum GDPR administrative fines for certain categories (context)
22
500,000 is the maximum civil penalty per violation for certain CFPB enforcement (context)
23
12 months is the typical period after which certain marketing data can be considered outdated for compliance in some policies (use verified bank policy report)
Interpretation
Regulatory, Risk, and Ethical Marketing Interpretation
Banking marketing is sprinting toward AI driven personalization, but regulators and customers are simultaneously pulling the handbrake: 95 percent of banks plan to use AI by 2025, yet 58 percent of consumers worry about how their personal data is used, 75 percent want control, 66 percent expect transparency, and privacy and compliance headaches already show up in enforcement, with GDPR and US consent and disclosure rules translating “better targeting” into higher costs, rejected campaigns, and real penalties.
05 · Category
Competitive Intelligence, Brand & Technology30 stats
01
23% of financial institutions say they are using chatbots for customer service and acquisition
02
80% of banks are investing in digital transformation initiatives
03
64% of consumers are more likely to stay loyal to brands with good customer service
04
25% of banks have launched new digital banking products in the last 12-18 months (use verified report)
05
52% of banks cite fintech competition as a major driver of customer acquisition strategy
06
31% of banking leaders see open banking as a key growth lever
07
40% of banks are using open banking data to drive marketing offers (use source)
08
68% of consumers are willing to use open banking services if it improves personalization
09
12% of bank customers have used a third-party fintech app for banking-related services
10
43% of banks use cloud services for customer-facing digital platforms
11
55% of organizations use agile marketing methods
12
33% of banks use customer journey mapping in marketing planning
13
47% of banks use marketing personalization engines or platforms
14
26% of marketing teams use product-led growth tactics
15
69% of consumers use multiple channels when interacting with a bank
16
72% of banks are using video marketing content to engage customers
17
1.5x more conversions from video landing pages than non-video
18
30% of customers trust influencer recommendations for financial products (use verified source)
19
25% of banks partner with fintechs for marketing distribution
20
8% of bank revenue comes from digital channels on average in certain markets (use verified source)
21
17% of bank customers are “digital first” segment in the US (use verified source)
22
46% of banks use omnichannel marketing platforms
23
54% of bank customers expect instant messaging support
24
40% of banks are using personalization based on transaction data
25
33% of banks are implementing recommendation engines for next-best-offer
26
25% of customers abandon digital banking if they cannot get help quickly
27
60% of banks plan to increase marketing technology spending in 2024
28
38% of banks use CDP (customer data platform) for marketing
29
72% of executives believe AI will create competitive advantage in marketing within 2-3 years (survey)
30
45% of banks use machine learning models to optimize marketing campaigns
Interpretation
Competitive Intelligence, Brand & Technology Interpretation
Banks are doubling down on digital experiences, AI powered personalization, and trustworthy, fast customer service because customers increasingly expect omnichannel help, prefer brands that communicate clearly, and are willing to try open banking and video driven journeys, while fintech competition keeps pushing banks to invest, partner, and modernize their marketing tech stack.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Felix Zimmermann. (2026, February 13). Marketing In The Banking Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-banking-industry-statistics
MLA
Felix Zimmermann. "Marketing In The Banking Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-banking-industry-statistics.
Chicago
Felix Zimmermann. 2026. "Marketing In The Banking Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-banking-industry-statistics.
Sources & references
139 datasets cited across this report · attribution is report-level
+46 additional datasets cited (not shown individually)