The average consumer maintains approximately four financial relationships regardless of age, suggesting a natural saturation point for meeting financial needs. This reality indicates that financial institutions should focus on deepening existing customer relationships rather than pursuing aggressive acquisition tactics that often lead to customer churn and diminished long-term value.
This report examines the financial behaviors, preferences, and goals of U.S. banked consumers, and provides valuable insights into account ownership patterns, financial relationships, channel preferences, and technological adoption across different demographic segments including generations, income levels, and employment types. It is based on three consumer studies: one among 4,864 consumers in the U.S., Canada, and select European countries conducted in Q1 to Q2 2025; one among 4,634 consumers in the U.S., Canada, and the U.K. conducted in Q1 2024; and one among 3,008 consumers in the U.S., Canada, and the U.K. that Datos Insights conducted in Q3 and Q4 2022.
Clients of Datos Insights’ Retail Banking & Payments service can download this report.
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