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US Banking Consumer Habits 2023

Gen Zers Are Reshaping Product Discovery and Consideration

About This Report
Gen Z isn’t taking the same financial services customer journey as older consumers. Our inaugural survey of US banking consumers unveils where the differences lie.
Table of Contents

Gen Z is banks’ biggest customer acquisition opportunity, but its customer journey is more social- and value-driven than older generations’. Our inaugural study reveals how banks can adjust their marketing strategies to capture Gen Z’s attention and convert it into deposits.

Key Question: How do Gen Zers’ behaviors differ from other generations’ during product discovery and consideration?

KEY STAT: Over half (52.5%) of Gen Zers would go straight to a trusted brand when choosing a new banking product or service, while only 15.8% would shop around. First impressions early in the customer journey will be key to winning these younger customers.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Gen Z is breaking the product discovery mold
  3. Mobile and social are the keys to building awareness among younger consumers
  1. Younger consumers have more options than ever at the consideration stage
  2. Banks can’t rely on stereotypes if they want to close the loop with Gen Zers
  3. Methodology
  1. Survey Demographics
  2. Source
  3. Media Gallery


Maria Elm


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Tiffani Montez
Principal Analyst, Banking
Jennifer Pearson
VP, Research
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