(Credit: Skylines/Shutterstock)
NEW YORK — What's the point of working all day if everything is closed by the time you get home? Nine-to-five businesses aren’t good enough, a new study reveals. Instead, Americans want businesses open 24/7.
A recent poll of 2,000 U.S. adults found that when it comes to their local necessities, people want their grocery stores (56%), pharmacies (54%), and even their banks (24%) to stay open around the clock. Over half (55%) use a number of services in their neighborhood that are only open during their working hours.
The biggest offenders are banks (39%), post offices and shipping centers (38%), dentists (34%), and primary care doctors (34%). If they need to make it to those places, many will make sacrifices in their day, such as taking PTO from work (31%) or taking unpaid leave time from their job (29%). Over half the poll (53%) also said they’re more likely to consider where businesses are located than the cost (35%) and the convenience (34%) of using these businesses.
Commissioned by Chime in partnership with the Financial Technology Association and conducted by Talker Research, researchers found banks, in particular, were hard for the average person to access during the week. The average person still goes to physical banks just twice per month, and their use is impacted by their bank’s hours of operation (36%), where it’s located (36%), and what it costs to get there (18%).
Close to two-thirds (63%) said they find digital banking apps more convenient than their in-person bank (28%). On average, they use digital banking or financial apps four times per week. Nearly six in 10 (59%) of digital bank customers said they have more control over their finances when they use a banking or financial app. Many prefer it over physical banks because it saves them time (66%) and allows them to not leave their home (56%).
“You don’t need a physical bank branch to feel confident with your money. While data shows that many Americans choose to use digital banking instead of traditional branches, it’s clear that access looks different for everyone,” says Janelle Sallenave, Chime’s Chief Experience Officer, in a statement. “If your bank is inconveniently located or only open when you’re already at work, there are better ways to maintain control of your finances today and tomorrow.”
The study also looked into how familiar Americans are with the concept of living in a “banking desert.” Similar to more commonly known “food deserts,” banking deserts are areas without a physical bank in a 10-mile radius of communities with more than 4,000 people. Only 22% were familiar with what a “banking desert” was, while 61% were not.
Although 57% said they’ve never lived in one or know anyone who has lived in a banking desert, 19% either currently do or have in the past. Another six percent claimed they know someone who currently or previously lived in one. Nearly a quarter (23%) admitted if they didn’t have access to a physical bank, it would have a big impact on how they manage their finances.
“Financial technology is a lifeline for people living in banking deserts,” says Penny Lee, President and CEO of the Financial Technology Association. “Digital financial – or fintech – tools make it possible for anyone, anywhere, to manage, save, send, and invest their money with confidence.”
Survey methodology:
This random double-opt-in survey of 2,000 general population Americans was commissioned by Chime and the Financial Technology Association between May 14 and May 20, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).
