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Research Questions Covered in this 38 Page Consumer and Competitive Study Include:

• How common is it for financial institutions to offer a promotional gift?
• What type of promotional gifts have consumers received to open accounts?
• What role did the promotional gifts play in the process?
• Which promotional gift offer do consumers value most?
• Are consumers interested in selecting their own checking account features?
• For which checking feature would consumers be willing to pay a fee?
• What relative values do consumers place on features currently being offered in the marketplace?
• To which checking account "strings" are consumers most amenable?
• Are consumers willing to accept checking account features like direct deposit or ACH payment requirements to get debit rewards and ATM surcharge rebates?

Table of Contents

• Industry Trends in Checking Volume
• Competitive Action Summary
• Consumers' Checking Account Ownership and Balances
• Consumers' Awareness & Value of Promotional Gifts
• Influence of Promotional Items in a Consumers' Decision Making Process
• Consumers Level of Interest in the Option to Choose Free Checking Account Features
• Summary of Key Findings

Methodology

Commissioned by over 200 financial institution clients of the Raddon Financial Group (RFG), this syndicated research study explores consumer demand and usage of checking accounts.

Based upon 1,175 survey responses of a randomly drawn sample of members of a nationally representative direct mail panel, the consumer responses used in this study were weighted to reflect the nation’s demographic composition. The study’s confidence interval for any proportion gathered in the survey is in a range of 1.6% to 2.9% at the 95% level of confidence.

Optional Data Tabulations

RFG will provide a customized set of data tabulations using a segmentation scheme based on specific variables.