Consumers using more banking channels, study finds

According to a recent survey of 1,000 Internet households, the proportion of consumers using a larger number of banking channels has increased dramatically over the past five years.

The study, "Omni-Channel Strategies for Financial Services," was conducted by Synergistics Research, a provider of multisponsor marketing research for the financial services industry.

In a press release about the study, Synergistics said that nearly three-fourths (74 percent) of survey participants use four or more of the six channels included in the analysis (branch, ATM, automated telephone system, telephone call to representatives, online and mobile).

This compares with 40 percent who did so in 2011, an increase of 80 percent over five years. Only 14 percent in the current survey use three banking methods and 10 percent use one to two channels, both representing declines from 2011.

"Our data has consistently shown that consumers are largely additive in their channel usage, and do not abandon channels when new ones are introduced," said Synergistics COO Genie M. Driskill.

"As a result, providers are faced with the challenge of developing integrated omnichannel strategies in order to meet the needs of today's consumers who expect to perform financial activities when, where, and how it is most convenient for them. Information content and the consumer's experience need to be consistent across channels."