Do the majority of Americans really ‘want’ to use a branch?

Most commentary around branch usage relies on research that supports a specific position. Not because the findings of any specific research report are incorrect. In fact, most of the research is very well done by organizations I rely on regularly. The challenge is in the interpretation and dissemination of the research findings by organizations with a specific mission.

The debate over the need for branch offices by consumers places most people into one of two camps of thought. Many are either in the camp that says, “Consumers love branches”, or the opposite camp that says that “Branches have outlived their usefulness.”

The camp chosen by any person or organization may be determined by their position in the ecosystem (i.e. size of organization), the economic implications (i.e. channel(s) where significant investment has been made) or historical preferences (i.e. fear of change).

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