July TD Bank Checking Experience Index 2013

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1 July 2013 TD Bank Checking Experience Index 2013

2 Introduction Methodology TD Bank US wishes to better understand consumers checking account experiences, behaviors and attitudes. The total sample size includes 3025 consumers with checking accounts. Subgroups of interest include Nationally representative sample of n=1421 New York City, n= 150 Boston, n=150 Philadelphia, n=150 South Florida, n=150 Nationally representative sample of Hispanics, n=500 South Florida Hispanic, n=254 New York City Hispanic,: 250 The National sample size of 1421 has a margin of error of +/- 2.6%. Fieldwork was completed between July 24 th and 30 th Data as been weighted by age, gender, region and ethnicity to reflect the populations. This report presents the findings in summary charts and tables. The statistical cross-tabulations are reported under separate cover. Significance is tested at 9 confidence interval and is represented by green squares (significantly higher) or red squares (significantly lower). This survey was conducted among consumers with a checking account. In addition to their primary checking account, other accounts held at the bank include: Savings Credit Card Mortgage Loan/LOC Investment 8 49% 16% 1 1 2

3 Checking Account Fees Overall, 4 have no fees or are uncertain about any fees associated with their primary checking account. Not too surprising, the most common fees are the most frustrating (and perhaps the most avoidable). On average, consumers with a minimum balance fee on their checking account require a balance of $950. Fees Associated With Primary Checking Account Most Frustrating Fee No fees/ uncertain Overdraft fee ATM Fee - NOT with your bank 36% % 38% Minimum balance fee Monthly service fee Check processing fee ATM Fee - with your bank Online banking fee Per transaction fee % 1% $953 Average Minimum Balance to Avoid Fees 9. What types of fees are associated with your primary checking account? 11. What is the minimum balance required for your checking account in order for you not to pay a fee? 15. Of the fees that are currently associated with your checking account, which is most frustrating? 3

4 Checking Account Attitudes Consumers are happy with their checking accounts and are quite diligent in maintaining and monitoring checking activity. Those who have fees associated with their checking account are more likely to be monitoring their account and going out of their way to look for bank associated ATM s. Percent who feel attributes describes them very well: Fees No Fees I carefully review all transactions on my checking account 70% 67% 7 My checking account offers exactly what I need 58% 51% 67% I am always checking the balance in my checking account 5 57% 51% Fees are clear / easy to understand 48% 48% 49% I have carefully reviewed all terms /conditions 47% 4 5 Switching accounts is too much of a hassle % I go out of my way to find ATMs associated with my bank 3 38% 2 It does not matter to me which ATM I use 20% 18% 2 I am increasingly frustrated with the fees I pay 1 21% 8% I don't care about the fees associated with my checking account All checking accounts are the same 11% 11% 10% I expect to pay fees on my checking account 10% 1 6% 22. How well does each of the following statements describe you and how you feel? 4

5 Checking Account Day-To-Day Experience The majority of consumers are pleased with their day-to-day checking account experience. Clarity, options and transparency are specific areas where consumer are less happy. Those who have fees on their primary checking account are significantly less happy with their day-to-day experience than those who have no fees. Satisfaction With Primary Checking Account Day-to-day Experience With Checking Account Extremely satisfied Very satisfied Somewhat satisfied Not very satisfied Not at all satisfied Top2: 80% Top2: 8 4 those age % 4 those paying no fees vs. 3 w/ fees Excellent Very good Okay 40% 41% 18% Not very good Not good at all Rating Day-To-Day Banking Experience (Excellent/Very Good) 4 16% 50% those age those paying no fees vs. 36% w/ fees Accessibility Making day-to-day banking easier Responsiveness to questions/concerns Knowledgeable representatives Easy to understand products and services Providing the right options for me Transparency 8 81% 80% 78% 76% 7 71% 8 those paying no fees vs. 77% w/ fees 8 those paying no fees vs. 7 w/ fees 8 those paying no fees vs. 7 w/ fees 79% those paying no fees vs. 70% w/ fees 7 those paying no fees vs. 68% w/ fees 2. All things considered, how satisfied are you with your primary checking account? 3. How would you rate your day-to-day experience with your checking account? 4. Thinking about your primary checking account and your day-to-day banking needs, how would you rate your bank on each of the following? 5

6 Day-to-day Ratings and Ranking When thinking about their day-to-day banking needs, close to one-half of consumers selected ease of online banking as the first or second most valuable. Perceptions of the banking experience (i.e., clarity, transparency, etc.) are noticeably different among those who have fees vs. those who don t. In contrast, there is very little difference when considering day-to-day tactical banking execution (i.e., hours, locations, etc.). Rating Your Bank On Providing The Following (Excellent/Very Good) Most Valuable: % Ranked 1 st or 2 nd Fees No Fees Fees No Fees Easy to use online banking % 46% 49% Friendly and Helpful Service 8 81% 8 27% 27% 28% Convenient banking hours % Convenient branch locations 70% 69% 7 40% 38% 4 Convenient ATMS 69% 67% 71% 38% 40% 36% Mobile banking And how would you rate your bank on providing you each of the following? 6. Please rank each of the following in order of most valuable to you when you think about your day-to-day banking needs, to least valuable. 6

7 Checking Account Pros And Cons Rates and Fees top the list when asked what is the best or most appealing feature about your checking account. At the same time, rates and fees also top the list for why they would close their primary checking account. Best Thing About Checking Account Rates/Fees (NET) Free banking / account / no fees Free checks Convenience / Ease of Access (NET) Online access / accessible online Simple / easy / easy to use / user friendly Features / Services (NET) Earns / pays me interest Customer Service (NET) Good / great service / customer service Polite / friendly / courteous staff Brand Image / Reputation (NET) It's a credit union Nothing 31% 2 6% 31% 1 6% 20% 10% 1% 1 Reasons For Closing Primary Checking Account or Leaving Current Bank Rates / Fees (NET) Fees / charges / any fees / no fees Convenience / Ease of Access (NET) A more convenient location If I move / move out of state Customer Service (NET) Poor / bad customer service Interest Rates (NET) Free Services (NET) Rewards/Loyalty (NET) Brand Image / Reputation (NET) Nothing 11% 9% 7% 19% 3 30% 7. What would you say is the best thing about your checking account? What advantages or features does it have that you find most appealing? 8. What would make you close your primary checking account or consider leaving your current bank? 7

8 Impact Of Fees While most cited no change in fees over the past year, fees do play an integral role in consumer attitudes towards their checking account. Over 30% have considered changing checking accounts or financial institutions due to fees; and over two-thirds are likely to switch to avoid future fees. Change In Fees In The Past Year (Those Who Have Fees) Increased Decreased Stayed the same 2 7 Likelihood To Switch Banks To Avoid Checking Fees 19% Extremely likely 36% 17% Very likely Somewhat likely 2 Not very likely 16% Not likely at all 2 Ever Considered Changing Account Because Of Fees Ever Considered Changing FI Because Of Fees 78% among those with no fees 76% among those with no fees 29% among those with fees 69% 27% among those with fees 67% 11% 20% 1 19% Yes Changed Yes considered No Yes Changed FI Yes considered No 12. In the past year or so, have the fees you pay on your checking account increased, decreased or stayed the same? 13A. Have you ever considered changing your checking account because of fees? 13B. Have you ever considered changing your financial institution because of fees? 14. How likely would you be to switch your bank or open up a new checking account elsewhere in order to avoid checking account fees? 8

9 Channel Perceptions And Behaviors Online banking is the most frequent type of transaction, as well as the most preferred. Channel experiences are very positive with the exception of ATMs not associated with the consumer s bank - which are also most concerning in terms of security. Channel Preference To Conduct Checking Account Transactions Online banking In branch banking ATMs associated with bank Mobile app Other ATMs not associated with bank Telephone banking 50% % those paying no fees vs. 19% w/ fees 1% Transaction Executed Each Month Average Number (% who use) 0.7 Telephone Banking (18% use) 1.0 ATM not w/ Bank (29% use) 2.3 In Branch (70% use) 6.4 Online Banking (79% use) ATM w/ Bank (68% use) 1.5 Mobile Banking (29% use) Experience With Banking Channels* (Excellent/Very Good) Online banking ATMs associated with bank In branch banking Mobile banking Telephone banking ATMs not associated with bank 51% 88% % 7 Concerned About Security* (Extremely/Very Concerned) ATMs not associated with bank Telephone banking Mobile banking Online banking ATMs associated with bank In branch banking 40% 40% 3 30% 26% 19% * Among those who use channel 16. On average, about how many transactions do you execute each month with your checking account using each of the following methods? 17. What channel do you most prefer conducting transactions with on your checking account? 18. How would you rate your experience with each of the following? 19. How concerned are you about the security of your account/personal information when using each of the following?3 9

10 Channel Activity Different channels seem to serve different transaction types. In branch banking is the primary channel for deposits, ATMs for withdrawals and online banking for money transfers and bill payments. Interestingly, one-quarter of consumers first went online to resolve their most recent checking account question. Transactions Executed When Using Banking Channels* ATMs associated with your bank ATMs not associated with your bank Online banking In branch banking Telephone banking Mobile banking * Among those who use channel Deposits Withdrawals Money transfers Bill payments Other % 1 8 8% 6% 6% % 67% 1 80% % % 3 20% 40% 3 19% 47% 3 2 Channel Used To Resolve Checking Account Issue Hours Spent Banking Each Month In branch Telephone Online Other 2 40% % 26% 10% 8% 5 Average Time: 5.0 hours. 6.1 among those with fees vs. 3.5 those w/ no fees 20. What types of transactions are you executing when using each of the following? 21. Thinking about the last time you had a question or concern about your checking account, where did you first go to resolve the issue? 23. On average, how much time do you think you spend per month banking? Please think about all of the time you spend checking your accounts, paying bills, visiting a branch or ATM, banking online, depositing or withdrawing money, etc. 10

11 Closing Or Switching Checking Account Although only a small portion of consumers admitted to closing or switching accounts in the past 2 years, those who did, did so largely because of fees. Closed Or Switched Your Primary Checking Account In Last 2 Years Main Reason For Closing Or Switching Fees/Charges (NET) 39% Fees / bank fees 21% Extra / added fees / charges Convenience / Ease of Access / Use (NET) 7% 16% I moved / moved to another state 11% Yes No 88% 1 The branch / location / inconvenient location Features/ Services (NET) Minimum Balance 1 Consolidation Customer Service (NET) 10% Poor customer service Mistakes / errors / lack of accuracy Brand Image / Reputation (NET) 7% I like / prefer another / a different bank Nothing Have you closed or switched your primary checking account in the last 2 years? 25. What is the main reason you closed or switched your checking account? 11

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