Our second annual survey of 1,325 US banking consumers reveals steady habits, especially in the discovery and purchase stages of the customer journey. But there are some shifts at the consideration stage that should inform marketing and product strategies—and pain points to address that drove consumers to switch banks in 2024.

Here are five charts that reveal the top factors and tendencies that shaped all stages of the customer journey this year.

For complete survey results and a closer look at preferences among each age group, see our upcoming report, “US Consumer Banking Habits by Generation 2024.”

Bank-owned channels are still the top sources of product discovery

Banks’ mobile apps, websites, and branches were consumers’ three most cited channels for becoming aware of products and services, retaining their spots from last year. Emails from a bank—a new survey option this year—came in fourth, indicating that direct communications from banks are also highly effective awareness drivers.