US Direct Bank Account Holders and Penetration

Timeframe20222023202420252026
Direct bank account holders (millions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of digital banking usersMaximum of two rows can be charted.
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– % of digital-only bank account holdersMaximum of two rows can be charted.
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– % of internet usersMaximum of two rows can be charted.
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– % of populationMaximum of two rows can be charted.
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Source: eMarketer

Note: individuals who hold at least one account at an incumbent digital-only bank (such as Ally Bank in the US) or a digital-only subsidiary of an incumbent bank (such as BankMobile or GO2bank in the US); account holders are not mutually exclusive; there is overlap between groups

Additional Note: A digital-only bank is a retail financial services company or brand that primarily offers banking products, serves customers online and/or via a smartphone app, and effectively or completely lacks branded physical locations.

Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, country-specific data and demographic and socioeconomic factors.

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