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Retail Banks and Credit Unions - US - February 2014

Mintel
Published Date » 2014-02-18
No. Of Pages » 187
 Now that the banking industry is recovering from the financial crisis for which it was blamed several years ago, it can begin to tackle the new challenges it faces. One challenge is to attract new customers, especially young ones, and banks and credit unions are fighting it out, competing on the emerging mobile banking battlefield. 
Table of Content

Scope and Themes

What you need to know
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market and leading companies
Banks
Figure 1: Deposits of FDIC banks, by asset size, June 30, 2013
Figure 2: Largest US banks, measured by assets, Dec. 31, 2013
Credit unions
Figure 3: Assets of credit unions, by asset size, Sept. 30, 2013
Figure 4: Largest credit unions, measured by assets, Dec. 31, 2013
Market drivers
Mobile banking – smartphone and tablet ownership
Figure 5: Smartphone and tablet ownership, June 2013, December 2013
Sluggish housing market dampens mortgage demand
Proposed new regulations would apply to biggest banks
Interest rate environment still not conducive to growth
The consumer
Where accounts are held
Figure 6: Where different types of accounts are held, by type of account, December 2013
Incidence of online banking, by device
Figure 7: How most banking activities are conducted, December 2013
Channels/devices used for specific transaction types
Figure 8: Channels used for different banking activities, by device, December 2013
Customer satisfaction rising with big banks
Figure 9: Reasons for switching primary checking account provider, December 2013
Interest in bank services not currently used
Figure 10: Select additional banking products and services not currently used but interested in using, by gender, December 2013
What we think

Issues and Insights

How can credit unions compete for young customers?
Issues:
Implications:
Do banks and credit unions still need branches?
Issues:
Implications:
Where will new growth come from?
Issues:
Implications:
Customer service: More important than ever?
Issues:
Implications:
Trust is inching back
Issues:
Implications:

Trend Application

Inspire trend: Click and Connect
Inspire trend: Locavore
Mintel Futures: Generation Next

Market Size and Forecast

Key points
Number of banks and credit unions continues to fall
Figure 11: Number of FDIC-insured banks and credit unions, 1993-Q3 2013
Figure 12: Assets of FDIC-insured commercial banks and savings institutions, year- end, 2003-12
Figure 13: Deposits held by FDIC-insured commercial banks and savings institutions, year-end 2003-12
Number of credit unions is falling, but memberships are increasing
Figure 14: Credit unions, numbers, members and assets, 2003-12

Market Drivers

Key points
Proposed new regulations aim to reduce banking risk
Smartphone and tablet ownership continues to increase
Figure 15: US sales of smartphones, 2007-13
Figure 16: US tablet sales, 2010-17
Figure 17: Smartphone and tablet ownership, June 2013, December 2013
Housing market is slowing
Interest rate environment is still not conducive to growth

Leading Companies

Key points
Banks
Largest banks
Figure 18: Largest US banks, measured by assets (Dec. 31, 2011, Dec. 31, 2012, Dec. 31, 2013)
Customer satisfaction with big banks is rising
Credit unions
Largest credit unions
Figure 19: Largest credit unions, measured by assets (Dec. 31, 2011, Dec. 31, 2012, Dec. 31, 2013)
Credit union assets are growing faster than banks’
Figure 20: Asset growth rate, credit unions vs banks, 2000-12
Direct banks are challenging traditional banks and credit unions
Figure 21: Ally Bank and Discover bank deposit growth, Q3 2012-Q3 2013
Figure 22: Conduct more than half of banking electronically (computer/laptop versus smartphone), by age, December 2013
Figure 23: Reasons people won’t use online-only bank, by age, December 2013

Innovations and Innovators

Key points
U.S. Bank offers photo imaging for balance transfers
PNC’s pop-up bank branch
University Federal Credit Union’s interactive financial centers
Chase has new tablet app for home buyers
Bank apps for Google Glass
Innovations FCU rebranded to attract young customers

Marketing Strategies

Key points
Direct mail
Email versus direct mail
Checking and saving acquisition mail
Overview of the brand landscape
Brand analysis: JPMorgan Chase
Figure 24: JPMorgan, new branch opening incentive offer, print ad, 2013
Figure 25: JPMorgan Chase, E-Z with QuickPay, direct mail ad, 2013
Figure 26: JPMorgan Chase, My New Home App, television ad, 2013
Brand analysis: Bank of America
Figure 27: Bank of America, various benefits of mobile banking, direct mail ad/statement stuffer, 2013
Figure 28: Bank of America, depositing checks with mobile, direct mail ad, 2013
Figure 29: Bank of America, banking with your smartphone or tablet, online ad, 2013
Figure 30: Bank of America, “Portraits,” Partnering with Customers, television ad, 2013
Brand analysis: Wells Fargo
Figure 31: Wells Fargo, green banking, print ad, 2013
Figure 32: Wells Fargo, text based banking services, email ad and landing page, 2013-14
Figure 33: Wells Fargo, schedule time with a banker, email ad, 2013
Figure 34: Wells Fargo, “girl’s first check,” Get Banking Done, television ad, 2013
Brand analysis – Navy Federal Credit Union
Figure 35: Navy Federal Credit Union, opening a campus account, direct mail ad, 2013
Figure 36: Navy Federal Credit Union, join online, print ad, 2013
Figure 37: Navy Federal Credit Union, mortgage deal – 100% financing, online ad, 2013
Figure 38: Navy FCU, “Showdown,” Not Just for the Navy, television ad, 2013
Brand analysis – Ally Bank
Figure 39: Ally Bank, no asterisks, print ad, 2013
Figure 40: Ally Bank, putting customers first, online ad, 2013
Figure 41: Ally Bank, “New ways,” Addressing the Fear of Switching, television ad, 2013

Social Media – Retail Banking and Credit Unions

Key points
Key social media metrics
Figure 42: Key performance indicators, Jan. 20, 2013-Jan. 19, 2014
Market overview
Brand use and awareness
Figure 43: Brand use and awareness of retail banking and credit union brands, December 2013
Interaction with brands
Figure 44: Interaction with retail banking and credit union brands, December 2013
Online conversations
Figure 45: Online mentions, selected retail banking and credit union brands, Jan. 20, 2013-Jan. 19, 2014
Where are people talking about retail banking and credit unions?
Figure 46: Mentions by page type, selected retail banking and credit union brands, Jan. 20, 2013-Jan. 19, 2014
What are people talking about online?
Figure 47: Mentions by topic of conversation, selected retail banking and credit union brands, Jan. 20, 2013-Jan. 19, 2014
Brand analysis
JPMorgan Chase
Figure 48: Chase key social media indicators, January 2014
Key online campaigns
What we think
Wells Fargo
Figure 49: Wells Fargo key social media indicators, January 2014
Key online campaigns
What we think
Bank of America
Figure 50: Bank of America key social media indicators, January 2014
Key online campaigns
What we think
Citibank
Figure 51: Citibank key social media indicators, January 2014
Key online campaigns
What we think
Ally Bank
Figure 52: Ally Bank key social media indicators, January 2014
Key online campaigns
What we think
Navy Federal Credit Union
Figure 53: Navy Federal Credit Union key social media indicators, January 2014
Key online campaigns
What we think

Financial Products Owned

Key points
Younger consumers less engaged with even basic accounts
Figure 54: Financial products owned, by age, December 2013
Figure 55: Financial products owned, by household income, December 2013
Figure 56: Financial products owned, by race/Hispanic origin, December 2013
Financial products owned, by current banking relationship
Figure 57: Financial products owned, by current banking relationship, December 2013

Where Accounts are Held

Key points
Large banks doing better with mortgages and credit cards than primary checking
Figure 58: Type of institution where primary accounts are held, by type of account, December 2013
Figure 59: Type of institution where primary checking account is held, by age, December 2013
Figure 60: Type of institution where primary checking account is held, by current banking relationship, December 2013
Primary short-term savings account
Figure 61: Type of institution where primary short-term savings account is held, by gender, December 2013
Figure 62: Type of institution where primary short-term savings account is held, by age, December 2013
Figure 63: Type of institution where primary short-term savings account is held, by current banking relationship, December 2013
Primary residential mortgages
Figure 64: Type of institution where primary residential mortgage is held, by age, December 2013
Figure 65: Type of institution where primary residential mortgage is held, by household income, December 2013
Primary general purpose credit card
Figure 66: Type of institution where primary general purpose credit card is held, by gender, December 2013
Figure 67: Type of institution where primary general purpose credit card is held, by age, December 2013

Attitude Toward and Use of Online Banking

Key points
Almost 60% of primary checking account holders doing over half of their banking online
Figure 68: Attitude toward and use of electronic banking, by gender, December 2013
Figure 69: Attitude toward and use of electronic banking, by age, December 2013
Figure 70: Attitude toward and use of electronic banking, by household income, December 2013
Figure 71: Attitude toward and use of electronic banking, by current banking relationship, December 2013
Difficulty of app use not a barrier to smartphone/tablet users
Figure 72: Reason for not using bank/credit union mobile/tablet app, by gender, December 2013

Different Devices for Different Transactions

Key points
Primary device used to conduct financial transactions
Figure 73: Device used to conduct financial transactions, December 2013
Use of computers for select financial activities
Figure 74: Transactions conducted on desktop/laptop, by gender, December 2013
Figure 75: Transactions conducted on desktop/laptop, by age, December 2013
Figure 76: Transactions conducted on desktop/laptop, by gender and age, December 2013
Figure 77: Transactions conducted on desktop/laptop, by household income, December 2013
Use of smartphones for select financial activities
Figure 78: Transactions conducted on smartphone, by gender, December 2013
Figure 79: Transactions conducted on smartphone, by age, December 2013
Figure 80: Transactions conducted on smartphone, by household income, December 2013
Little use of tablets for select financial activities
Figure 81: Transactions conducted on tablet, by gender, December 2013
Figure 82: Transactions conducted on tablet, by gender and age, December 2013
Transactions people perform in branches
Figure 83: Transactions conducted in branch, by gender, December 2013
Figure 84: Transactions conducted in branch, by age, December 2013
Figure 85: Transactions conducted in branch, by household income, December 2013
Figure 86: Transactions conducted in branch, by race/Hispanic origin, December 2013

Interest In and Use of Additional Banking Products and Services

Key points
Interest in additional banking products – text alerts and personal advisors key
Figure 87: Interest in additional banking products and services, December 2013
Focus on PFM – alternative banks offer yet another option
Figure 88: Interest in PFM tools and alternative banks, by age, December 2013
Additional banking products currently used – men more engaged than women
Figure 89: Current use of additional banking products and services, by gender, December 2013
Figure 90: Current use of additional banking products and services, by gender and age, December 2013
Additional banking products not currently used but of interest – focus on Blacks and young adults
Figure 91: Additional banking products and services not currently used but interested in using, by gender, December 2013
Figure 92: Additional banking products and services not currently used but interested in using, by age, December 2013
Figure 93: Additional banking products and services not currently used but interested in using, by household income, December 2013
Figure 94: Additional banking products and services not currently used but interested in using, by race/Hispanic origin, December 2013
Not much interest in social media
Figure 95: Additional banking products and services not currently used and no interest in using, by gender, December 2013
Figure 96: Additional banking products and services not currently used and no interest in using, by age, December 2013

Attitudes toward Checking Account Provider

Key points
Convenient locations and web access are key factors
Figure 97: Attitudes toward primary checking account provider, by gender, December 2013
Younger account holders more likely to switch banks for the right reward
Figure 98: Attitudes toward primary checking account provider, by age, December 2013
Figure 99: Attitudes toward primary checking account provider, by household income, December 2013
Figure 100: Attitudes toward primary checking account provider, by race/Hispanic origin, December 2013

Switching Checking Account Provider

Key points
Most Don’t Switch Checking Account Providers
Figure 101: Whether switched checking account providers in last five years, by gender, December 2013
Figure 102: Whether switched checking account providers in last five years, by age, December 2013
Figure 103: Whether switched checking account providers in last five years, by household income, December 2013
Reasons for switching – mostly moving
Figure 104: Reasons for switching primary checking account provider, by gender, December 2013
Figure 105: Reasons for switching primary checking account provider, by age, December 2013

Appendix – Other Useful Consumer Tables

Primary checking accounts
Figure 106: Type of institution where primary checking account is held, by gender, December 2013
Primary residential mortgages
Figure 107: Type of institution where primary residential mortgage is held, by gender, December 2013
Interest in additional banking products
Figure 108: Interest in additional banking products and services, by gender, December 2013
Figure 109: Interest in additional banking products and services, by age, December 2013
Figure 110: Interest in additional banking products and services, by household income, December 2013
Figure 111: Interest in additional banking products and services, by race/Hispanic origin, December 2013
Use of ATMs for select financial activities
Figure 112: Transactions conducted on ATM, by gender, December 2013
Figure 113: Transactions conducted on ATM, by age, December 2013
Reason for nonuse of mobile/tablet app
Figure 114: Reason for not using bank/credit union mobile/tablet app, by age, December 2013
Figure 115: Reason for not using bank/credit union mobile/tablet app, by household income, December 2013
Figure 116: Reason for not using bank/credit union mobile/tablet app, by race/Hispanic origin, December 2013
Satisfaction with primary bank’s financial advice
Figure 117: Satisfaction with primary bank’s financial advice, by gender, December 2013

Appendix – Social Media

Brand use or awareness
Figure 118: Brand use or awareness, December 2013
Figure 119: JPMorgan Chase use or awareness, by demographics, December 2013
Figure 120: Bank of America use or awareness, by demographics, December 2013
Figure 121: Citibank use or awareness, by demographics, December 2013
Figure 122: Wells Fargo use or awareness, by demographics, December 2013
Figure 123: Ally Bank use or awareness, by demographics, December 2013
Figure 124: Navy Federal Credit Union use or awareness, by demographics, December 2013
Activities done
Figure 125: Activities done, December 2013
Figure 126: JPMorgan Chase – Activities done, by demographics, December 2013
Figure 127: Bank of America – Activities done, by demographics, December 2013
Figure 128: Citibank – Activities done, by demographics, December 2013
Figure 129: Wells Fargo – Activities done, by demographics, December 2013
Online conversation
Figure 130: Online mentions, selected retail banking and credit union brands, Jan. 20, 2013-Jan. 19, 2014

Appendix – Trade Associations

List of Tables


List of Figures

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