New Report from William Mills Agency Examines Differences Between Bank Customers and Credit Union Members

The report is a new executive research study by William Mills Agency titled “U.S. Bank Customers vs. Credit Union Members,” analyzing how bank customers and credit union members differ in deposits, demographics, products, and channel behavior.

What the report is

• The piece is an executive research report released by William Mills Agency, a fintech-focused PR and marketing firm.

• It provides a data-backed comparison of U.S. bank customers and credit union members, focused on implications for deposit growth, loyalty, and competitive positioning.

Main focus areas

• Deposits: The report examines deposit relationships at banks versus credit unions and how they tie to future deposit expansion strategies.

• Demographics: It breaks down customer and member characteristics by age and other demographic factors to show where each type of institution has relative strength.

• Products and channels: It looks at product usage and preferred interaction channels (branch, mobile, etc.) across institutions.

Notable finding on channel use

• One highlighted insight is shifting channel preferences by age: for adults 60 and older, branch usage rises to 58.4%, while mobile channel usage drops to 53.6%.

• This underscores that older consumers still show strong demand for in-person branch experiences, even as mobile engagement remains significant.

Why it matters for institutions

• The findings are framed around what they mean for deposit growth, customer/member loyalty, and how banks and credit unions should position themselves competitively.

• Channel preference differences by age suggest that segment-specific strategies (for example, maintaining robust branch experiences for older cohorts while optimizing digital for younger ones) are critical.

How to access it

• William Mills Agency is promoting it as an “exclusive research report” with a dedicated landing page titled “U.S. Bank Customers vs. Credit Union Members.”

• The Business Wire release indicates that you can download the full executive report from the link provided in that announcement or via the William Mills Agency site.