Generational differences had a strong influence on how respondents answered (see chart).  For example, banking at a local branch was the clear favorite of nearly half of those over the age of 55, but only 25 percent of those under 34 said they use branches most often.  In fact, younger customers ranked branches behind online banking (30 percent).  Older customers said the opposite with 47 percent saying branches are their preferred method of payment with ATMs (17 percent) and online (13 percent) trailing far behind.

"We are continuing to find that while our younger consumers feel comfortable banking from their laptops, traditional services are still preferred by many," said Edward L. Yingling, ABA president and CEO.  "This is why banks are trying to offer a variety of banking options in order to meet all of their customers' needs." 

The annual survey of 1,000 consumers, conducted for the ABA by Ipsos-Reid on July 24-26, typically asks questions designed to take a snapshot of current consumer trends.

The American Bankers Association, on behalf of the more than two million men and women
who work in the nation's banks, brings together all categories of banking institutions to

best represent the interests of this rapidly changing industry.  Its membership-which

includes community, regional and money center banks and holding companies, as well as savings associations, trust companies and savings banks-makes ABA the largest banking

 trade association in the country. 

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