Debit cards remain central to U.S. consumer banking, with 94% issued by primary financial institutions and ranking just behind checking accounts in ownership. Despite growing digital access, only 20% of consumers opened new debit accounts in the past year, reflecting high loyalty. Consumers favor debit cards for everyday purchases due to convenience and safety, and design influences checking account choice for 28% of users. While 42% still open accounts in branches, digital channels now make up 43%. Yet only 36% choose their primary institution for new accounts, revealing limited cross-sell effectiveness.

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