Click, tap, or talk to a human: How Americans really want to bank

Key findings

• 61% of U.S. adults have used a bank’s mobile app in the past year, making it the most common banking method—followed closely by online banking (53%) and ATMs (54%).
• Self-serve is the clear preference for routine tasks, such as checking balances or paying bills.
• But for loans, advice, or complaints, many Americans still prefer live agent support—with two-thirds turning to a person for resolving issues.
• Preferences don’t differ significantly by generation—suggesting that live agent access remains important across age groups.

Americans bank digitally—but not exclusively

Banks continue to invest in self-serve tools—from mobile apps to automated websites and digital chat support. But even as these platforms become more capable, many consumers still prefer live agent support for more complex needs.

New data from YouGov Profiles reveals how Americans bank—both in terms of the channels they’ve used and the methods they prefer for different types of tasks. The findings show that while self-serve options dominate everyday actions, many consumers still want human support when decisions or problems become more serious.

How people bank today

Most Americans now engage with their bank through digital means. In the past 12 months, 61% have used a mobile banking app and 53% have logged in through a bank’s website. ATMs (54%) and in-person branch visits (51%) remain widely used, showing that physical access still matters.

Even phone-based banking still has a place: 16% of Americans have called their bank for a transaction.

Self-serve vs. live agent: It depends on the task

When it comes to how people prefer to complete banking tasks, it depends on the situation.

For everyday activities like checking balances, paying bills, or transferring funds, Americans overwhelmingly prefer self-serve methods. Around 78% on average would rather handle these tasks through an app or website.

But preferences shift when the task involves financial products or customer support. For example, just under half (48%) prefer to apply for credit cards or loans through self-serve channels, while 42% prefer live agent support. And for resolving complaints or reaching out to customer support, a strong majority—around two-thirds—prefer human support.

Conclusion

Digital banking is the norm for routine transactions—but when the stakes rise, many Americans still want human support. The most effective strategy may not be all-digital or all-human, but rather a seamless blend: let customers tap for the easy stuff and talk when it really matters.

Methodology

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between November 2024 and November 2025, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.