Why American adults prefer traditional banks

While digital-first banks continue to attract attention for their UX and convenience, most American adults still rely on traditional banks for their primary banking needs. According to YouGov Profiles, 65% of US adults say the bank account they use the most is a traditional bank. The reasons they give point to a mix of practical considerations and perceptions of trust and accessibility.

The most commonly cited reason by Americans who use traditional bank accounts the most is customer service, selected by 47%. The importance of physical presence is also clear: 38% mention the number and location of branches, while 37% cite ATM availability. In-person banking itself is a motivator for 36%, indicating that physical access remains relevant even in an increasingly digital world.

Brand reputation and security also factor prominently in consumer preferences. One-third of traditional bank users (33%) say the trustworthiness of the brand is a reason they stay, while 29% point to the level of security. Ease of transferring money is cited by 27%, highlighting that digital convenience isn’t limited to app-only providers.

Some motivations relate to cost and product offerings. Some 18% of adults reference banking fees and charges, while 12% value the range of available products. One in 10 say they prefer traditional banks because of their ability to manage through economic downturns (11%), an indicator that institutional stability remains a consideration.

Other factors appear less commonly but still reflect important segments of the consumer base. About 11% say recommendations from trusted people influenced their choice. Ten percent report discomfort with making transactions online, and 9% each say they prefer traditional banks for access to financial advisors and for savings interest rates.

These findings point to a variety of reasons why traditional banks continue to play a central role in the financial lives of American adults. While digital banks may be reshaping the industry in some areas, traditional institutions continue to appeal across a broad set of service, access, and trust-related dimensions.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.