Online Banking Continues to Increase in Popularity

author: brionnamuyco 8:00 am EST December 17, 2013


Banking online continues to increase in popularity as a primary banking method for American consumers, according to a recent Ally Bank survey. According to the survey, almost a quarter (24 percent) of consumers bank primarily online, via computer or tablet. That figure shows an increase in both 18 to 34 and 35 to 44 year old age groups since 2012, and a 10 percent increase overall since 2010.


The survey also found that if given $10,000, only 6 percent of consumers would spend that money, compared to 12 percent in 2012. This year 29 percent surveyed say they would save it, 23 percent say they would use it to pay outstanding bills and another 23 percent would pay down debt.


"Our survey data indicates a shift over the last several years, as more consumers look online to manage their finances," said Diane Morais, Ally Bank deposits and line of business executive. "Banking with a direct bank offers the same, if not more, opportunities and advantages as traditional banks with physical branches, and consumers appear to be gravitating toward this approach."

    Millennials Visiting Branches Less, Primarily Banking Online

Ally Bank's annual survey has been tracking the banking behaviors of millennials, Americans ages 18-34, in particular. The below results are specific to the 18-34 year old age group:

  • Only 31 percent indicated that visiting a bank branch is their primary method of banking. 62 percent of respondents use either an ATM, visit the bank online via a computer or tablet, or use mobile banking either on a cell or smartphone.
    • In 2012, the survey found that 15 percent were primarily using mobile devices for banking. That figure is up to 23 percent this year.
      • In 2012, Ally Bank's survey found that 46 percent were visiting bank branches for customer service issues. That figure is down to 39 percent this year.
        • Millennials indicated that they either call the bank's customer service department by phone, utilize a live chat with a customer service representative, use email or utilize social media channels.
      • Thirty-one percent would choose to save the majority of $10,000 if they were to receive it tomorrow. Alternatively, just four percent would choose to spend it.


      "This survey demonstrates that consumers are more in tune than ever with their financial health, and they expect convenient options for accessing and managing their money," Morais added. "We continually focus on enhancing the customer experience through 24/7 leading customer service and offering valued features, such as the recent upgrades to Ally Mobile Banking and the Webroot SecureAnywhere AntiVirus software offer, to position Ally Bank as the preferred alternative for consumers."

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