Research Proves Consumers Know Diddly Squat About Credit Unions

What consumers don't know about credit unions is a lot. There are still many myths and misconceptions surrounding what credit unions are, what they offer and who can join.

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40% of non-members think they can’t join a credit union.

45% of Americans believe banks offer more products and services than credit unions
— Affinity FCU/Harris Poll

3 out of 5 Americans think credit unions don’t offer mortgages.
— Affinity FCU/Harris Poll

Over half (55%) of Americans believe credit unions don’t offer mobile/online banking.
— Affinity FCU/Harris Poll

64% of non-members are not familiar with credit unions.
71% of Millennial non-members are not familiar with credit unions.

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Top 10 Obstacles to Joining a Credit Union
38% Inconvenient branch locations
33% Not enough branches
25% ATMs are inconvenient
19% Don’t have the type(s) of accounts I need
16% Not eligible to join
16% Don’t know where a credit union is located
12% Don’t have the types of services I need to access my account
12% Rates are not competitive

3 in 10 Americans say it is difficult to find a credit union they can join
— Affinity FCU/Harris Poll

Only 16% of Americans use a credit union as their primary financial institution. 84% don’t.
— Affinity FCU/Harris Poll

59% yes
41% no
Credit union members who say their credit union is their primary banking institution.
— CUNA Mutual

1 in 4 people who use a credit union don’t identify themselves as a credit union “member”.
— CUNA Mutual

16% of current members say they would not consider a credit union again.
38% of these said this was due to inconvenient branch locations.
— RAND Corporation

Which type of financial institution first comes to mind when looking for a new account?
40% credit union
50% bank
10% other

Do credit unions care more about their members than banks do?
61% yes
39% no
— Affinity FCU/Harris Poll

64% don’t know that credit unions are not-for-profit.

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