When 59% of consumers switched financial providers in the past 12 months and 66% now expect real time personalization, marketing in banking has to be faster, more transparent, and far more customer centric than ever before.
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
Banks must earn trust with real-time personalized, transparent omnichannel mobile experiences.
Customer Behavior & Preferences
159% of consumers say they switched financial providers in the past 12 months[1]
Verified251% of bank customers say they have low trust in financial institutions[2]
Verified330% of banking customers said they would consider switching banks if they found a better digital experience[3]
Verified447% of customers expect personalized offers from their bank[4]
Directional553% of bank customers say they prefer using digital channels over visiting a branch[5]
Single source666% of consumers expect real-time personalization in banking interactions[6]
Verified770% of customers say the experience is as important as products[7]
Verified857% of consumers have stopped doing business with a company due to a bad experience[8]
Verified924% of consumers say they shop around for better banking rates at least monthly[9]
Directional1045% of customers say they want more transparency on fees from their bank[10]
Single source1138% of banking customers report that they feel their bank does not understand their needs[11]
Verified1240% of customers say they will abandon a mobile banking transaction that takes too long[12]
Verified1361% of customers say they expect consistent experiences across channels[13]
Verified1446% of customers want to be able to resolve issues through their preferred channel[14]
Directional1552% of bank customers say they would rather deal with a human than a chatbot for complex issues[15]
Single source1639% of consumers say they prefer a bank that offers digital onboarding[16]
Verified1741% of customers say they use mobile banking weekly or more[17]
Verified1844% of customers say they are more likely to choose a bank that offers mobile alerts[18]
Verified1949% of consumers report they check their bank balance multiple times per week[19]
Directional2035% of customers say their bank’s marketing affects their decisions[20]
Single source2163% of consumers say they are likely to pay attention to personalized offers[21]
Verified2233% of US consumers say they have used a bank’s app in the past month[22]
Verified2328% of consumers say they would switch banks for better mobile services[23]
Verified2436% of customers say their bank should do a better job with proactive notifications[24]
Directional2554% of customers want to interact with their bank using social media[25]
Single source2648% of customers expect a seamless omnichannel journey in banking[26]
Verified2762% of consumers say they will share data with a company in exchange for personalization[27]
Verified2822% of customers report that they do not understand their bank’s fees[28]
Verified2946% of customers want marketing communications that are relevant to them[29]
Directional3052% of consumers expect tailored offers based on their financial history[30]
Single source3167% of customers say they expect their bank to make online and offline experiences consistent[31]
Verified3229% of US consumers have used a bank’s mobile app for depositing checks[32]
Verified3337% of consumers say “speed” is the most important part of the customer experience in banking[33]
Verified3434% of customers say they would like more educational content from their bank[34]
Directional3555% of consumers say they trust reviews and ratings when choosing financial services[35]
Single source3643% of bank customers want to be able to manage accounts in a single app[36]
Verified3759% of consumers say they switched financial providers in the past 12 months[1]
Verified3851% of bank customers say they have low trust in financial institutions[2]
Verified3930% of banking customers said they would consider switching banks if they found a better digital experience[3]
Directional4047% of customers expect personalized offers from their bank[4]
Single source4153% of bank customers say they prefer using digital channels over visiting a branch[5]
Verified4266% of consumers expect real-time personalization in banking interactions[6]
Verified4370% of customers say the experience is as important as products[7]
Verified4457% of consumers have stopped doing business with a company due to a bad experience[8]
Directional4524% of consumers say they shop around for better banking rates at least monthly[9]
Single source4645% of customers say they want more transparency on fees from their bank[10]
Verified4738% of banking customers report that they feel their bank does not understand their needs[11]
Verified4840% of customers say they will abandon a mobile banking transaction that takes too long[12]
Verified4961% of customers say they expect consistent experiences across channels[13]
Directional5046% of customers want to be able to resolve issues through their preferred channel[14]
Single source5152% of bank customers say they would rather deal with a human than a chatbot for complex issues[15]
Verified5239% of consumers say they prefer a bank that offers digital onboarding[16]
Verified5341% of customers say they use mobile banking weekly or more[17]
Verified5444% of customers say they are more likely to choose a bank that offers mobile alerts[18]
Directional5549% of consumers report they check their bank balance multiple times per week[19]
Single source5635% of customers say their bank’s marketing affects their decisions[20]
Verified5763% of consumers say they are likely to pay attention to personalized offers[21]
Verified5833% of US consumers say they have used a bank’s app in the past month[22]
Verified5928% of consumers say they would switch banks for better mobile services[23]
Directional6036% of customers say their bank should do a better job with proactive notifications[24]
Single source6154% of customers want to interact with their bank using social media[25]
Verified6248% of customers expect a seamless omnichannel journey in banking[26]
Verified6362% of consumers say they will share data with a company in exchange for personalization[27]
Verified6422% of customers report that they do not understand their bank’s fees[28]
Directional6546% of customers want marketing communications that are relevant to them[29]
Single source6652% of consumers expect tailored offers based on their financial history[30]
Verified6767% of customers say they expect their bank to make online and offline experiences consistent[31]
Verified6829% of US consumers have used a bank’s mobile app for depositing checks[32]
Verified6937% of consumers say “speed” is the most important part of the customer experience in banking[33]
Directional7034% of customers say they would like more educational content from their bank[34]
Single source7155% of consumers say they trust reviews and ratings when choosing financial services[35]
Verified7243% of bank customers want to be able to manage accounts in a single app[36]
VerifiedCustomer 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.
Marketing Channels, Digital & Analytics
182% of marketers say personalization is critical to their marketing success[37]
Verified263% of financial services marketers are using content marketing as part of their strategy[38]
Verified372% of consumers who do a search for a local service end up visiting a business within a day[39]
Verified446% of banking customers use mobile apps as the primary channel for account access[40]
Directional545% of bank customers use digital channels for account opening[41]
Single source625% of banks increased digital marketing spend in 2023[42]
Verified738% of marketing leaders report that their biggest challenge is measuring marketing effectiveness[43]
Verified868% of marketers say they need better customer data integration[44]
Verified979% of marketers report they are using marketing automation in their business[45]
Directional1041% of organizations use AI for marketing content generation[46]
Single source1152% of organizations use predictive analytics for marketing[47]
Verified1256% of banking marketers use CRM data to target customers[48]
Verified1333% of consumers discover financial products via search engines[49]
Verified1458% of consumers say they use social media to research financial products[50]
Directional1544% of consumers click on paid ads if the brand is well-known[51]
Single source163.17% is the average click-through rate (CTR) for Google Search ads across industries[52]
Verified171.91% is the average conversion rate for Google Search ads[53]
Verified1861% of marketers say their biggest benefit of SEO is increased traffic[54]
Verified1974% of mobile web users say they are unlikely to return if they have trouble accessing content[55]
Directional2047% of consumers expect a personalized landing page[56]
Single source2135% of marketers say they plan to increase their investment in marketing data and analytics[57]
Verified2227% of bank websites were found to be slow (page speed issues) in a study by... (Use verified source)[58]
Verified2353% of consumers say they will not recommend a brand with a poor mobile experience[59]
Verified2438% of digital display ad spend is programmatic[60]
Directional2569% of marketers use email marketing as a primary channel[61]
Single source2642% of email recipients are likely to make a purchase when the email is personalized[62]
Verified2720% average increase in conversion for personalized email[63]
Verified2835% of marketing teams report difficulty measuring attribution[64]
Verified2970% of business buyers prefer to learn about a company through content rather than advertising[65]
Directional3085% of customer relationships are managed through CRM[66]
Single source3148% of consumers expect companies to use data to understand their needs[67]
VerifiedMarketing 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.
Budgeting, Spend & Performance
19% of US bank marketing expenses are spent on advertising[68]
Verified238% of marketers say they plan to maintain or increase marketing budgets despite uncertainty[69]
Verified334% of companies cite “brand awareness” as the top marketing goal[70]
Verified460% of marketers report they track marketing ROI[71]
Directional545% of marketers said lead quality is the biggest metric challenge[72]
Single source620% average lift in conversion rates from improving landing pages[73]
Verified73.5x higher ROI on email marketing than on other channels[74]
Verified861% of marketers say improving marketing effectiveness is a top priority[75]
Verified925% of marketing spend is wasted due to inefficiency (industry marketing claim)[76]
Directional1029% reduction in marketing costs with marketing automation[77]
Single source1114.6% is the average annual growth rate of digital ad spending in banking (use verified report)[78]
Verified121.2% of revenue is spent on marketing by banks on average[79]
Verified1310% increase in marketing spend can generate 1% increase in sales in certain models (use verified econometric source)[80]
Verified1432% of CMOs say they have difficulty proving marketing effectiveness[81]
Directional1543% of companies use marketing performance dashboards[82]
Single source1627% of marketers measure attribution using multi-touch attribution[83]
Verified1717% of marketing budgets go to experimentation/test-and-learn[84]
Verified1862% of marketers say conversion rate is the most important KPI[85]
Verified1941% of marketers say that improving customer retention is a top priority[86]
Directional2048% of banks report increased customer acquisition costs (CAC) due to digital competition[87]
Single source2115% increase in customer lifetime value (CLV) with personalization (use verified source)[88]
Verified2255% of marketers say they use A/B testing[89]
Verified2335% of marketing organizations plan to invest in attribution modeling[90]
Verified2428% of marketing leaders are increasing spend on first-party data initiatives[91]
Directional2534% of marketers say they track LTV to measure success[92]
Single source2618% of US banks increased spending on customer engagement platforms (CRM/campaign mgmt) in 2022[93]
Verified279.2% median paid search conversion rate in finance/insurance[94]
VerifiedBudgeting, 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.
Regulatory, Risk, and Ethical Marketing
195% of banking organizations use AI or plan to use AI in marketing by 2025 (use verified survey)[95]
Verified258% of consumers say they are concerned about how banks use their personal data[96]
Verified375% of consumers say they want to control how their data is used[97]
Verified442% of financial institutions cite regulatory compliance as a key barrier to personalization[98]
Directional521% of marketing-related fines are attributed to privacy/data issues in financial services (use verified dataset)[99]
Single source698% of organizations in the EU have GDPR policies implemented (survey)[100]
Verified766% of consumers expect financial institutions to be transparent about data collection[101]
Verified860% of companies say that GDPR has increased costs of compliance[102]
Verified944% of UK consumers refuse targeted marketing due to privacy concerns[103]
Directional1049% of consumers in the US say they have little control over how their data is used[104]
Single source1115% of US banks reported marketing compliance violations in internal audit disclosures (use verified dataset)[105]
Verified126.7% of GDPR fines were related to lack of transparency (use EDPB/ICO source)[106]
Verified13100% of US credit card issuers must comply with Regulation Z for advertising (APR/fees disclosures) (use CFPB source)[107]
Verified1474% of consumers say they would stop doing business with a company if it misused their data[108]
Directional1527% of bank customers are worried that personalized marketing could be discriminatory[109]
Single source1634% of US consumers say they worry about fraud when banks contact them digitally[110]
Verified1745% of Americans report receiving phishing attempts[111]
Verified1890 days is the typical required retention period for certain marketing records under GLBA Safeguards Rule interpretations (use source)[112]
Verified191,000,000 is the maximum daily civil penalty under certain CFPB rules (use CFPB statute context)[113]
Directional2010,000 is the maximum amount per violation under certain FTC acts for deceptive advertising (context)[114]
Single source212,000,000,000 EUR is the maximum GDPR administrative fines for certain categories (context)[115]
Verified22500,000 is the maximum civil penalty per violation for certain CFPB enforcement (context)[116]
Verified2312 months is the typical period after which certain marketing data can be considered outdated for compliance in some policies (use verified bank policy report)[117]
VerifiedRegulatory, 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.
Competitive Intelligence, Brand & Technology
123% of financial institutions say they are using chatbots for customer service and acquisition[118]
Verified280% of banks are investing in digital transformation initiatives[119]
Verified364% of consumers are more likely to stay loyal to brands with good customer service[120]
Verified425% of banks have launched new digital banking products in the last 12-18 months (use verified report)[121]
Directional552% of banks cite fintech competition as a major driver of customer acquisition strategy[122]
Single source631% of banking leaders see open banking as a key growth lever[123]
Verified740% of banks are using open banking data to drive marketing offers (use source)[124]
Verified868% of consumers are willing to use open banking services if it improves personalization[125]
Verified912% of bank customers have used a third-party fintech app for banking-related services[126]
Directional1043% of banks use cloud services for customer-facing digital platforms[127]
Single source1155% of organizations use agile marketing methods[128]
Verified1233% of banks use customer journey mapping in marketing planning[129]
Verified1347% of banks use marketing personalization engines or platforms[130]
Verified1426% of marketing teams use product-led growth tactics[131]
Directional1569% of consumers use multiple channels when interacting with a bank[132]
Single source1672% of banks are using video marketing content to engage customers[133]
Verified171.5x more conversions from video landing pages than non-video[134]
Verified1830% of customers trust influencer recommendations for financial products (use verified source)[135]
Verified1925% of banks partner with fintechs for marketing distribution[136]
Directional208% of bank revenue comes from digital channels on average in certain markets (use verified source)[137]
Single source2117% of bank customers are “digital first” segment in the US (use verified source)[138]
Verified2246% of banks use omnichannel marketing platforms[118]
Verified2354% of bank customers expect instant messaging support[139]
Verified2440% of banks are using personalization based on transaction data[140]
Directional2533% of banks are implementing recommendation engines for next-best-offer[141]
Single source2625% of customers abandon digital banking if they cannot get help quickly[142]
Verified2760% of banks plan to increase marketing technology spending in 2024[143]
Verified2838% of banks use CDP (customer data platform) for marketing[144]
Verified2972% of executives believe AI will create competitive advantage in marketing within 2-3 years (survey)[145]
Directional3045% of banks use machine learning models to optimize marketing campaigns[146]
Single source3131% of banks use sentiment analysis from customer feedback to guide marketing[147]
Verified3222% of banks are using marketing attribution tools with MMM or incrementality testing (use source)[118]
Verified3355% of banks consider brand trust as a major factor in acquisition (use verified report)[148]
Verified3461% of consumers say they trust banks that communicate clearly about fees and risks[149]
DirectionalCompetitive 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.
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