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Retail Banking Vulnerability Study

Our 2018 Retail Banking Vulnerability Study builds on our 2011, 2013 and 2015 studies.

In each of the years we’ve conducted this study, we have predicted historic levels of customer defection and diagnosed the unique reasons that each of the major players would be experiencing increased attrition, in a category characterized by a high degree of inertia. Our findings have proven to be prophetic, unfortunately, as we had also hoped that the information could provide a platform for the major players to create real and lasting improvement in their customers’ experiences.

As you will see, the 2018 results show signs of increased risk for most of the top 10 retail banks,  with greater levels of customer frustration and higher number of deposits, revenues, and customers at risk.

The question remains – who will move beyond empty advertising messages and truly put the customer at the center of the banking experience? Will it be one of the top 10 banks or a new category entrant, like Amazon?

Study Focuses On

  • How many retail customers are at risk of switching banks in the next 12 months?
  • Which retail banks are projected to lose the most deposits and the most revenue?
  • What are the key frustrations driving consumers to switch?
  • What alternatives are consumers considering outside the Top 10 retail banks?


  • Online survey of 4,050 U.S. consumers
    • Fielded between May 25-June 19, 2018
    • The study is representative of the US market
    • Banks included in the study were: Bank of America, Citibank, Chase, Capital One, BB&T, SunTrust, U.S. Bank, Wells Fargo,
      TD Bank, and PNC
    • Also includes: Non Top 10 retail banks and non-traditional players such as banks that are online only, retailers, fintech and technology companies

The Top 5 Frustrations Driving Switching

  • My bank engaging in dishonest, unethical or illegal practices
  • Being nickeled and dimed with incidental charges
  • Not offering competitive rates and/or pricing
  • Having my personal or account information compromised/put at risk
  • Being hit with overdraft charges

Our Pandemics And Human Behavior: Implications On The Travel Industry And Aerospace Sector report is one in a series of reports on how human behavior during crisis events will shift industries. It provides a focused look at US consumer behavior, both broadly during a crisis such as COVID-19, as well as specifically for the travel industry – arguably the hardest hit during today’s crisis.

To complete this analysis, we examined the following

  • Historic consumer reactions to mass-crisis events
    • Public Health Related (i.e. 1918 Spanish Flu Epidemic)
    • Economic Downturns (i.e. 2008 Great Recession)
    • Travel-Specific Events (i.e. September 11thAttacks)
  • Modern parallels to historic behavior we have seen
  • Interplays between different types of travel, including:
    • Substituting travel modes
    • Interdependencies between travel types
    • Business vs leisure vs hybrid travel
  • Impact of minor / outlier events on travel behavior

To build a comprehensive perspective, we consulted the following sources

  • Federal Reserve and Dept of Treasury Data
    • FAA and TSA Passenger Yield Data
    • Pulse surveys on COVID-19 impacts on expected consumer spending
    • Trade Association Data (i.e. National Hoteliers Association)
    • IATA Data Portal on RPKs, Yield, and Capacity
    • ‘Normal’ Time Economic Data (i.e. average room rates, tickets, vehicle
      rental prices)
    • WHO and IMF Projections on COVID-19 and economic impacts
    • Financial Projections from Banks and Advisory Firms

Aforementioned data was used to build proprietary analysis and projections for post-COVID realities

Our 2020 Streaming Vulnerability Study builds on our 2014, 2016, and 2018 Cable Vulnerability Studies and 2019 and 2020 Streaming Vulnerability Studies.

It provides a focused look at US consumers who subscribe to paid video streaming services and their projected moves to new services based on the content they are loyal to and their experiences across various platforms, while also examining the projected impact of HBO Max on the streaming ecosystem.

Key Questions

  • Which streaming services are the winners and losers
    in the upcoming ‘Streaming Wars’?
  • What are the drivers of adding or removing streaming
  • How does perceived total payment for services
  • What content causes consumers to subscribe to a
    service or cancel depending on when or what is being
    offered to them?


  • Online survey of 1,500 US consumers
  • Fielded between May 20 -23, 2020
  • The study is representative of the US market
  • Brands included in the study were: HBO Max, Netflix, Hulu, Amazon Prime, HBO Now, Disney+, AppleTV+, CBS All Access, Sling TV, FuboTV, ESPN+, and Peacock from NBC

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