Sixty-five percent of consumers now expect personalized offers from financial brands. U.S. financial services firms spent $4.9 billion on digital display ads in 2023 to reach an audience where 59% of adults already use online banking. This article details the key statistics shaping marketing strategy, from customer behavior and technology adoption to compliance and acquisition costs.
Key Takeaways
- 59% of U.S. adults reported using online banking in 2023, according to the FDIC’s National Survey of Unbanked and Underbanked Households
- 21% of U.S. adults reported having used a mobile banking app in the past 12 months in 2023, per the FDIC’s National Survey of Unbanked and Underbanked Households
- 65% of consumers expect businesses to personalize offers and messages, according to Salesforce’s State of the Connected Customer (2024)
- U.S. financial services spent $4.9 billion on digital display advertising in 2023, per Pathmatics/industry benchmarking (as cited by industry press)
- Influencer marketing spending in the U.S. was $4.2 billion in 2022, per Influencer Marketing Hub
- Average click-through rates (CTR) for email campaigns are around 2.1% (industry benchmark for 2023), per Mailchimp’s Email Marketing Benchmarks
- 82% of marketers use marketing automation platforms, per Salesforce State of Marketing (2023)
- 43% of organizations use AI in marketing activities, per Gartner’s survey (2023) on marketing and advertising
- By 2025, 80% of marketing organizations are expected to use machine learning and AI, according to Gartner (2020)
- The GDPR imposes administrative fines of up to €10 million or 2% of global annual turnover for less severe infringements
- The average time to contain a breach was 73 days in 2023, per IBM Security’s Cost of a Data Breach report
- Credential theft was used in 25% of breaches, per Verizon’s 2024 Data Breach Investigations Report
- Global generative AI in banking market size reached $3.6 billion in 2023 and is forecast to exceed $13.1 billion by 2030, per MarketsandMarkets
- AI in marketing is expected to grow at a CAGR of 20.1% from 2024 to 2030, per MarketsandMarkets
- By 2025, 65% of marketing organizations will adopt customer journey mapping to improve performance, per Gartner (2022)
As personalization and digital channels drive results, most consumers expect relevant offers from banks.
Related reading
01 · Category
Customer Behavior4 stats
01
59% of U.S. adults reported using online banking in 2023, according to the FDIC’s National Survey of Unbanked and Underbanked Households
02
21% of U.S. adults reported having used a mobile banking app in the past 12 months in 2023, per the FDIC’s National Survey of Unbanked and Underbanked Households
03
65% of consumers expect businesses to personalize offers and messages, according to Salesforce’s State of the Connected Customer (2024)
04
76% of consumers expect companies to understand their individual needs and expectations, per Econsultancy’s 2022 research on customer expectations
Interpretation
Customer Behavior Interpretation
Customer behavior in financial services shows a clear shift toward digital engagement and heightened personalization demands, with 59% of U.S. adults using online banking in 2023 and 21% using mobile banking apps in the past year alongside 65% expecting personalized offers and 76% expecting companies to understand their individual needs.
02 · Category
Ad Spend & Channels3 stats
01
U.S. financial services spent $4.9 billion on digital display advertising in 2023, per Pathmatics/industry benchmarking (as cited by industry press)
02
Influencer marketing spending in the U.S. was $4.2 billion in 2022, per Influencer Marketing Hub
03
Average click-through rates (CTR) for email campaigns are around 2.1% (industry benchmark for 2023), per Mailchimp’s Email Marketing Benchmarks
Interpretation
Ad Spend & Channels Interpretation
Across ad spend and channels in the financial industry, companies are leaning into multiple digital formats, with $4.9 billion spent on U.S. digital display in 2023 and influencer marketing at $4.2 billion in 2022, while email campaigns hover around a 2.1% average CTR in 2023, underscoring that performance and channel mix matter.
03 · Category
Marketing Technology11 stats
01
82% of marketers use marketing automation platforms, per Salesforce State of Marketing (2023)
02
43% of organizations use AI in marketing activities, per Gartner’s survey (2023) on marketing and advertising
03
By 2025, 80% of marketing organizations are expected to use machine learning and AI, according to Gartner (2020)
04
U.S. CRM market revenue was $68.6 billion in 2023 and is forecast to reach $128.4 billion by 2032, per Fortune Business Insights
05
Marketing cloud software revenue was $6.6 billion in 2023, per Gartner (market definition includes suites used for marketing automation and customer engagement)
06
$7.8 billion global market size for marketing analytics software in 2023, per MarketsandMarkets
07
$4.7 billion global marketing automation market in 2023, per MarketsandMarkets
08
Global CDP market size was $3.7 billion in 2022, forecast to grow to $9.7 billion by 2027, per MarketsandMarkets
09
Global customer experience (CX) management software revenue was $20.7 billion in 2023, per Gartner
10
In a Gartner survey, 47% of marketing leaders said they are leveraging first-party data for personalization (2023)
11
86% of companies expect to increase investment in personalization over the next 12 months, per Twilio Segment’s research (2023)
Interpretation
Marketing Technology Interpretation
Marketing Technology is clearly accelerating in financial services, with 82% of marketers already using marketing automation and Gartner projecting that by 2025 80% of marketing organizations will be using machine learning and AI.
04 · Category
Compliance & Privacy4 stats
01
The GDPR imposes administrative fines of up to €10 million or 2% of global annual turnover for less severe infringements
02
The average time to contain a breach was 73 days in 2023, per IBM Security’s Cost of a Data Breach report
03
Credential theft was used in 25% of breaches, per Verizon’s 2024 Data Breach Investigations Report
04
In 2023, U.S. banks reported 4,027,000 charge-offs related to credit cards (as part of total consumer credit charge-offs), per the Federal Reserve’s charge-off data
Interpretation
Compliance & Privacy Interpretation
For Compliance and Privacy in financial marketing, data breaches are taking far too long to contain and are often driven by credential theft, with the average containment time reaching 73 days in 2023 and credential theft showing up in 25% of breaches, while GDPR penalties can climb to €10 million or 2% of global turnover for infringements.
More related reading
05 · Category
Industry Trends7 stats
01
Global generative AI in banking market size reached $3.6 billion in 2023 and is forecast to exceed $13.1 billion by 2030, per MarketsandMarkets
02
AI in marketing is expected to grow at a CAGR of 20.1% from 2024 to 2030, per MarketsandMarkets
03
By 2025, 65% of marketing organizations will adopt customer journey mapping to improve performance, per Gartner (2022)
04
U.S. retail deposits were $5.8 trillion in 2023, per FDIC Quarterly Banking Profile (Q4 2023)
05
Online consumer loan origination volumes increased 10.4% year over year in 2023, per TransUnion’s Digital Lending report
06
90% of banks using AI report improved customer service outcomes, per the 2023 Celent “Artificial Intelligence in Banking” survey summary.
07
In 2023, 43% of marketing executives said they plan to increase spending on first-party data collection, according to a 2023 survey by Forrester Consulting for “The State of Marketing Data Strategy.”
Interpretation
Industry Trends Interpretation
For the industry trends in financial services marketing, generative AI is projected to rise from $3.6 billion in 2023 to over $13.1 billion by 2030 while AI in marketing grows at a 20.1% CAGR from 2024 to 2030, signaling rapid adoption of data and automation to improve customer journeys, service outcomes, and performance.
06 · Category
User Adoption2 stats
01
76% of banking customers say they want firms to protect their data, according to a 2023 global survey by Thales (data protection and customer trust).
02
Forbes Advisor found that 57% of consumers prefer personalized offers from banks, demonstrating demand for targeting in financial marketing (survey year 2023).
Interpretation
User Adoption Interpretation
User adoption in financial services is being driven by trust and relevance, with 76% of banking customers expecting stronger data protection and 57% wanting personalized offers from banks, signaling that platforms must win confidence while tailoring experiences to encourage ongoing use.
07 · Category
Performance Metrics1 stats
01
91% of consumers are more likely to shop with brands that provide relevant offers and recommendations, demonstrating the payoff of personalization in financial services contexts.
Interpretation
Performance Metrics Interpretation
In Performance Metrics, the fact that 91% of consumers are more likely to shop when financial brands deliver relevant offers and recommendations highlights personalization as a measurable driver of marketing success.
08 · Category
Cost Analysis1 stats
01
In 2023, the average cost per acquisition (CPA) in financial services in the U.S. was $70.61across major channels, per a 2023 benchmark from Adstage.
Interpretation
Cost Analysis Interpretation
In 2023, the average cost per acquisition in U.S. financial services was $70.61 across major channels, underscoring that customer acquisition costs are a key cost analysis benchmark for marketers targeting efficiency.
Reference
Cite This Report
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APA
Julian Richter. (2026, February 13). Marketing In The Financial Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-financial-industry-statistics
MLA
Julian Richter. "Marketing In The Financial Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-financial-industry-statistics.
Chicago
Julian Richter. 2026. "Marketing In The Financial Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-financial-industry-statistics.
Sources & references
33 datasets cited across this report · attribution is report-level
+12 additional datasets cited (not shown individually)