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United StatesDigital-Only Bank Account Holders, US
Direct Bank Account Holder Share, by Company
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Overall
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Digital-Only Bank Account Holders
by Age
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Digital-Only Bank Account Holders, by Age
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Digital-Only Bank Account Holder Penetration, by Age
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Digital-Only Bank Account Holder Share, by Age
by Generation
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Digital-Only Bank Account Holders, by Generation
Neobank Account Holders
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Neobank Account Holders
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Neobank Account Holders, by Company
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Neobank Account Holder Growth, by Company
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Neobank Account Holder Penetration, by Company
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Neobank Account Holder Share, by Company
Direct Bank Account Holders
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Direct Bank Account Holders
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Direct Bank Account Holders, by Company
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Direct Bank Account Holder Growth, by Company
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Direct Bank Account Holder Penetration, by Company
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Direct Bank Account Holder Share, by Company
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US Direct Bank Account Holder Share, by Company

Timeframe20222023202420252026
% of Digital-Only Bank Account Holders
– Ally BankMaximum of two rows can be charted.
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– BankMobileMaximum of two rows can be charted.
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– OtherMaximum of two rows can be charted.
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– TotalMaximum of two rows can be charted.
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% of Direct Bank Account Holders
– Ally BankMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– BankMobileMaximum of two rows can be charted.
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– OtherMaximum 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 data from respective bank corporate disclosures, reported and estimated non-interest expenses from major banks, estimates from other research firms, historical trends, GDP trends, technology expense trends, and macro-level economic conditions.

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