Banking Exchange Magazine Logo

Online banking visits soaring, particularly on 4th and 18th of each month

Notable peak seen during holiday period

  • |
  • Written by  Joe Martin, marketing analytics manager, Adobe Digital Index
  • |
  • Comments:   DISQUS_COMMENTS
Online banking visits soaring, particularly on 4th and 18th of each month

Consumer visits to financial sites are at an all-time high, up 27% year-over-year, signaling that consumers are continuing to transition to online banking. The trend also shows that consumers may start preparing financially for the holidays starting in October, long before Black Friday.

The Adobe Digital Index analyzed 7.9 billion visits to 100 financial institutions in the United States from May 2012 to April 2013. We found that visits begin to escalate consistently beginning in October and peak on Dec. 3 at 35% higher than a normal day. Visits rise again in January when consumers may start reviewing if they overspent their holiday budget.

Consumers delay checking on direct deposits

Spikes in visits demonstrate consumers are visiting financial sites three days after a pay period, with the largest number of visits occurring on the 4th and 18th of the month—generating 10% more traffic than other days during the month. Consumers also prefer to visit financial sites during the week, with Monday being the highest at 19% higher than an average day.

Bank on targeted marketing opportunities this holiday season

The increase of visits to financial sites before the holidays gives institutions an opportunity to provide targeted holiday related credit card, personal loan, or saving plans through search, display, and social advertising. These offers could also prime the consumer for other up-sells along the way.

The 4th and the 18th of the month could also be seen as opportunities for retailers, media outlets, and banks to market products to consumers. Targeting consumers with discounts, promotions, or similar offers leading up to and on these days of the month could lead to better conversion rates for the masses looking to spend or save their hard earned money.

back to top


About Us

Connect With Us


Webinar: From KYC to IDV

How three leading banks are utilizing cutting-edge
digital tools to onboard, win, and wow customers

Time/Date: June 23, 2021 11:00 a.m. ET

Digital adoption, already moving at warp speed, accelerated seven years into the future during the COVID-19 pandemic. As the number of bank branches continues to fall, with at least one study predicting all branches will disappear by 2034 (Fox Business) and foot traffic declining (Vox), today’s most innovative banks are charting a new, digital-first path to win over customers while increasing security, meeting KYC compliance requirements, and winning customers to drive revenue.

In this webinar, you’ll hear from John Baird, Founder & CEO of Vouched, Tyler Crawford, COO of Bankers Healthcare Group, Anand Sathiyamurthy, CPO of Flagstar Bank and Daniel Sheehan, Chairman & CEO of Professional Bank as they describe their vision for digital transformation and how customer expectations are changing to digital first. They’ll also explore how fostering an innovation mindset creates new ways to tackle complex KYC problems and allows them to quickly compete in new markets and win customers.


This webinar is brought to you by:
Vouched Logo