Our third annual survey of 1,440 US banking consumers reveals the major habits and priorities of younger and older adults throughout the customer journey. These generational insights give marketers a clearer road map for winning and keeping customers.

Key Question: What generational banking behaviors should marketers understand to strengthen both acquisition and retention efforts?

Key Stat: Bank awareness splits sharply by generation, with 80% of younger adults discovering banks’ products and services through mobile apps. But among older adults, that falls to 52%—roughly the same proportion as physical branches.

Clients can find the full version of this chart later in the report.