The December 2022 Aite-Novarica Group report on U.S. deposit account opening finds that 96% of consumers with a financial institution relationship own at least one checking account, and 67% own a savings or money market account. The average respondent holds about 14 financial accounts, including 1.4 checking and one savings or money market account. In the past year, 26% opened a new checking account and 22% opened a new savings or money market account. Selection factors include branch presence, digital features, financial wellness tools, wallet compatibility, and early deposit access, with 90% of digital applicants not requiring assistance.

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