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Research Studies

Research study
September 30, 2021
Caroline Vahrenkamp

Since the pandemic, consumers’ motivations for branching have changed. Pre-pandemic, millennials largely viewed branches as transactional locations. Now, they turn to branch staff for financial advice. Believe it or not, millennials are using branches more – and older generations are going digital. This report revisits research Raddon conducted in January 2020, just before the COVID-19 pandemic disrupted life and banking as we knew it. By re-issuing the study, we compared how consumers of all generations viewed and used branches before and after the pandemic.