Online reviews study
Your online reputation drives bank choice.
Neck Up surveyed 522 recently active online banking users in April 2020 to examine how reviews affect consideration of a new bank or credit union.
The research shows why review presence, star ratings, and recommendations belong in a conversation about customer acquisition.
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What the survey found.
These figures describe the respondents in this 2020 online panel. Subgroup comparisons in the report are directional only.
67%
Agreed or strongly agreed that online reviews are helpful when choosing a new bank or credit union.
64%
Would think twice about switching to an institution with few or no online reviews.
74%
Said a bank or credit union would need a minimum rating of four or five stars for serious consideration.
The survey ran April 22–25, 2020, among 522 banking customers who had used an internet banking tool in the previous 30 days. Use its findings in that context; customer behavior may have changed since then.
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