From screen to branch: young people want more than just digital banking
The idea that younger generations only want to bank digitally does not hold up. New research by BNP Paribas Fortis shows that young people also value having a physical bank branch nearby. One in five respondents under the age of 27 prefers to handle banking matters such as opening an account, taking out a loan or receiving investment advice, in person at a branch. Among the oldest age group (65+), the research found that four in ten still enjoy visiting a branch, although most also use digital solutions.
Preference | 16-27 years | 28-44 years | 45-64 years | 65-85 years |
|---|---|---|---|---|
100% digital | 36% | 11% | 12% | 8% |
Mostly digital | 25% | 25% | 16% | 13% |
Hybrid (digital + branch) | 20% | 29% | 37% | 39% |
Mostly branch | 19% | 35% | 36% | 40% |
While some recent studies1 have shown that younger generations prefer digital banking solutions, BNP Paribas Fortis’ latest analysis offers additional insights. Our research study, which surveyed more than 1,700 consumers in Belgium, identifies four clear preference segments when it comes to banking access. Among 16 to 27-year-olds, the breakdown is as follows:
- First, the ‘digital self-starters’: around 36% of young respondents prefer purely digital solutions.
- Second, around 25% are digitally oriented, but still want the option to contact someone remotely or visit a branch if needed.
- The third group (20%) handles day-to-day banking online, but prefers to go to a branch for more complex matters.
- In the fourth segment, it is striking that 19% (or one in five respondents) clearly prefer personal contact and face-to-face advice.
Seniors are omnichannel too: one in five is mainly digital
The study also shows that over-65s are becoming more comfortable with digital banking. Nearly one in ten (8%) identify as digital self-starters, while a further 13% are digitally oriented but still want to be able to contact a bank advisor in person when needed. Many older customers feel confident using digital tools and manage their finances independently online.
The largest group of seniors (40%) still prefers personal contact with their banker. A similar proportion (39%) appreciate having access to a branch or advisor but also use digital channels for their financial needs, even for complex matters.
What does accessibility mean? Fast and simple when possible and personal and in-depth when needed
Access to your bank is not a one-size-fits-all concept. The study reveals that customers define ‘accessibility’ in many different ways. The most important aspects are physical: such as having a contact person, being able to easily schedule appointments, and conveniently accessing a branch or cash machine. Digital solutions, such as mobile apps and internet banking, offer accessibility through ease of use and remote support.
Accessibility at BNP Paribas Fortis: 1/3 digital, 1/3 hybrid, 1/3 in-person
Accessibility remains a top priority for consumers with nine out of ten considering it a decisive factor when choosing a bank. As banks continue to evolve their services, the study underlines the importance of offering a balanced mix of digital and physical contact points.
“An accessible bank knows when customers want to save time and when they need more personal contact. That is why having a strong network of contact points – and knowing when to use which channel – is so important. A third of our customers are almost 100% digital, a third primarily use digital channels combined with in-branch or Easing Banking Centre support, and a third still favour in-person contact, though they are increasingly active online,” says Laurent Loncke, Head of Retail Banking at BNP Paribas Fortis.
The BNP Paribas Fortis study confirms that accessibility is essential, but the way in which customers want to interact with their bank continues to evolve.
Laurent Loncke: “Accessibility is a major challenge for banks. Omnichannel banking, where digital and physical contact points work seamlessly together, will be key going forward. To show customers that we are always there for them, we recently launched the ‘Accessible, here and now’ campaign. It highlights how we can make a real difference in the crucial moments of our customers’ lives. And it shows that we are available wherever and whenever they need us, thanks to our extensive network of physical and digital channels.”
BNP Paribas Fortis has a strong physical network of over 900 locations. Customers can book an appointment at one of the 260 BNP Paribas Fortis branches for expert advice and personalised support. In addition, 656 post offices offer walk-in access for all basic financial services. The Easy Banking Centre is available for 83 hours each week: from 7am to 10pm on weekdays, and from 9am to 5pm on Saturdays. The bank serves 3.8 million active customers, 3 million of whom bank digitally, including 2.7 million via the Easy Banking App. A further 125,000 customers use Easy Banking Phone.
About the ‘Accessible, here and now’ campaign
With its new campaign, ‘Accessible, here and now’, BNP Paribas Fortis is emphasising its commitment to supporting customers by helping them save time with smart digital tools and providing personalised assistance when it matters most. The campaign targets the bank’s 3.8 million personal clients, combining traditional mass media with personalised communications tailored to each customer profile.
About the study
The study was carried out through online quantitative interviews with 1,726 retail banking customers of Belgium’s six largest banks (Argenta, Belfius, BNP Paribas Fortis & Fintro, Crelan, ING and KBC). The sample is representative of the adult Belgian population (aged 18+) who are customers of one of these banks. The research was conducted in the first quarter of 2025.
The survey explores how consumers define banking accessibility and which aspects they value most. A total of 15 accessibility factors were assessed, focusing on physical, digital, and emotional accessibility, as well as inclusiveness and customer-centricity.
The results have been weighted to be representative of Belgium’s retail banking population across these six banks.
1 The Digital Payment Barometer by Febelfin shows that especially the younger generation is embracing digital banking.
