PRINCETON, N.J. — The impact that fraud and identity theft have had on the public's concern about personal financial matters should remain a top consideration for financial institutions, findings from Opinion Research Corporation's monthly "Ouch Point" Series suggest.

Over half of those surveyed (54%) cited identity theft and fraud as their biggest personal financial concerns.

"When it comes to money, customer's expectations are high. Protecting consumers against fraud and identity theft must now be a core element of every financial institution's brand," said Jeff Resnick, President of Opinion Research USA. "Although fraud and identify theft tops the list, financial institutions still have to pay attention to the basics of the customer experience. In our study, almost 20% of consumers polled said that rude tellers or unhelpful service centers make their blood boil. We all have to remember that unhappy customers can easily take their business elsewhere." Here is the list of consumers top personal finance concerns: