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Key stat: YouTube is the top social media platform that US Gen Z consumers turn to for banking information, per our survey.
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Methodology: Insider Intelligence | eMarketer surveyed 1,488 banking consumers in the US between September 19 and October 1, 2023, to understand how consumers open new bank accounts or buy bank products/services. The survey focuses on the channels that make consumers aware of banking brands and products/services, the sources they use for research, the factors that drive conversions, and the influences on their loyalty and advocacy for these brands and products. Respondents to the online survey were selected to align with the US population on the criteria of age (among ages 15-77), gender, household income, and region. The survey was fielded by a third-party sample provider. Data has a margin of error of +/-2.5 percentage points at the 95% confidence interval.
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