CURRENCIES THE LEDGER Deepening digital relationships A recent ICBA survey reveals that community bank customers are highly educated, affluent professionals who rely on their connected devices. The survey presents valuable insights for community banks that want to better communicate with their customers. INSIGHT #1 They partake in a mix of media-83 hours per week INSIGHT #2 They're fans of media multitasking OPPORTUNITY By diversifying into other channels, community banks can develop stronger promotional campaigns and better engage their audiences. OPPORTUNITY Community banks must make their content stand out to capture the attention of customers in multitasking mode. 30.7% TV 26.1% Mobile phone 13.6% 15% Home Computer % of respondents who said they spent more than 20 hours on these channels weekly INSIGHT #3 They're smartphone centric OPPORTUNITY Tailor your online and social media promotions to windows of time outside work hours, as well as increase mobiledevice-specific activities. 20 40 60 80 100 % of customers who use each media type in a week Mobile Home phone computer Work computer Tablet 84% 84% 59% 38% 32% 13% 21% Web searches Social media 33% Visiting websites (mobile phone) 14% Texting 9.3% Making calls % of respondents who said they use additional devices while watching TV 12 Q ICBA Independent Banker Q June 2022 Source: ICBA, Understanding and Finding Your Customers, 2020