Fall 2025 ABA/Morning Consult Survey

Consumers Urge Caution With Personal Data Sharing

• 80% believe data shouldn’t be shared if it could put consumers at risk
• 7 in 10 say data aggregators who are monetizing the data obtained from banks should share in the operating costs.
• 3 in 4 say all organizations holding consumer data should follow the same sharing rules.
• 80% say companies shouldn’t use data they obtain from banks to train AI models or develop new products without explicit consumer consent.

Consumers Are Happy With Their Bank

• 9 in 10 account holders are “very satisfied” or “satisfied” with their primary bank.
• 95% rate their bank’s customer service as “excellent,” “very good” or “good”.
• 84% have easy access to a bank branch when they need it.
• 8 in 10 say the financial services industry is highly competitive.
• 84% agree they have multiple options when selecting products and services such as bank accounts, loans and credit cards.

Consumers Know Banks Are Vital to the U.S. Economy

• 7 in 10 say our nation’s 4,500 banks are a source of strength for the U.S. economy and appreciate the role banks play in supporting the financial needs of individuals, businesses and local communities.
• Two-thirds are confident in America’s banks as a whole and their ability to support individuals, businesses, and local communities.