The May 2025 report examines U.S. banking preferences, revealing that the average consumer holds 3.8 financial relationships, with 97% owning checking accounts but only 72% holding savings accounts—often linked to income. Financial goals focus on improving credit, reducing debt, and building emergency savings. Mobile banking dominates, especially among Gen Z, while branch usage remains steady, with younger consumers visiting more often for deposits and cash services. Gig workers show higher branch reliance. Although digital channels are growing, in-person interactions remain important for major financial decisions.

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