Just 3% of consumers fully abandoned their large banks duringthe fourth quarter of 2011, but now, 11% of consumers say they'relikely or very likely to switch to a different financialinstitution sometime in the next year, giving credit unions anopportunity to become primary banking destinations for moreconsumers.
|That's according to a new report from Javelin Strategy and Research titled, “Bank Switching in 2012:Giant Banks Remain Highly Vulnerable as Customers Weigh Fees andConvenience.”
|The report, based on data collected from 5,034 consumers inMarch, found that a portion of customers of four giant banks – Bankof America, JPMorgan Chase, Citibank and Wells Fargo – aredissatisfied with their financial institutions months afterBank Transfer Day.
|Of the four, Citibank and Bank of America are disliked the most:around 25% of Citibank customers and 21% of Bank of Americacustomers have plans to switch to a different financial institutionin the next 12 months.
|Javelin also found that the 11% of consumers who say they'revery likely or likely to switch financial institutions in the nextyear represent $675 billion in deposits.
|“Giant banks are very vulnerable right now,” said MarkSchwanhausser, senior analyst of multi-channel financial servicesfor Javelin and the report's author. “These potential switchershave a lot of deposits, and they have large deposits, so there's alot of value attached to them. These are the people credit unionscould be winning.”
|Schwanhausser said while credit unions can't match large banksin terms of how many branches and ATMs they have, they canreplicate the convenience.
|“Consumers are looking for overall practicality,” he said.“Credit unions don't have the branch and ATM networks that largebanks have, but they can provide mobile deposit services and allowmembers to pull out cash at the grocery store using their debitcards, for example. That tells them that they still have access totheir money anytime, anywhere.”
Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.
Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:
- Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
- Exclusive discounts on ALM and CU Times events.
- Access to other award-winning ALM websites including Law.com and GlobeSt.com.
Already have an account? Sign In
© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.