RSM UK – Bank branches survey – Gen Z and Millennials lead the way on bank branch visits despite digital shift
Around a third of Millennials (35%) and Gen Z (34%) have visited a branch of their bank within the past month, compared with around one in five Gen X (21%) and less than a quarter of Baby Boomers (23%).
Despite younger generations driving recent branch visits, it is traditional banking activities that continue to bring customers through the door. Paying in cash is the most common reason for visiting a branch, cited by 29% of those who have visited, followed by withdrawing cash (22%) and paying in a cheque (17%).
By comparison, just 8% visited a branch for help with online or mobile banking, 7% to open an account and 4% to discuss a mortgage.
The findings come as a significant proportion of consumers are already moving away from physical banking altogether. Around 4.2 million UK adults now bank with a provider that has no branches, while a further 4% say they have never visited a branch of their bank.
The contrasting trends raise questions about the future role of the traditional bank branch as banks continue to invest in digital services and the way customers use cash evolves.
Hugh Fairclough, partner and head of financial services at RSM UK, said: “It would be easy to assume that younger, digitally savvy customers have little use for bank branches, but our research suggests the opposite. Gen Z and Millennials are more likely to have visited a branch recently than older generations, showing that physical banking continues to have relevance alongside digital services.
“What’s particularly interesting is what is bringing customers through the door. Cash deposits and withdrawals remain the biggest drivers of branch visits, alongside paying in cheques. As payment habits continue to change, banks will need to consider what will drive branch footfall in the future and how physical locations can complement increasingly sophisticated digital services.
“There is clearly still demand for face-to-face banking, including among younger customers, but the purpose of the branch is evolving. While some banks continue to invest in new branches, including HSBC and Barclays, the challenge will be determining which services customers genuinely value in person and where branches fit alongside continued investment in their digital offering.