Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

How Gen Z habits are changing the banking industry

Gen Zers provide a pivotal opportunity for banks as at least 4 million of them will open accounts each year through 2026. But the industry must reach these potential customers where they live—via TikTok, YouTube, and Instagram, to start—and compete with the high standards set by fintech and Big Tech.

Gen Z habits are changing the banking industry.

The industry’s long-term health depends on Gen Z. To attract the over 4 million Gen Zers who will become new mobile banking users each year, banks must refresh stale experiences, reinvigorate staid identities, and embrace new marketing tactics.

  • Media habits will sway Gen Zers’ decisions. Social media channels are where to reach Gen Z. The bulk of their time with media is spent on social platforms, which include digital video: 42.1% spend 1 to 3 hours and 30.8% spend 3 to 5 hours on those platforms. Gen Zers are accustomed to personalized media on demand.
  • Mobile banking is Gen Z’s top factor in choosing a bank. Over half (55.7%) of adult Gen Zers called mobile banking a top consideration before choosing a bank—5.2 percentage points more than the share of total respondents who said the same. It outranked Gen Z’s second-most-important consideration, fees, by 12.2 percentage points.

Read the full report.