According to Nielsen’s 2014 U.S. Digital Consumer Report, Americans now own four digital devices on average, and the typical U.S. consumer spends 60 hours a week accessing content across devices.

This dynamic is having a dramatic impact on credit unions. Like other consumers, credit union members get through each day with the assistance of digital and mobile technologies. They are well versed in these technologies, gravitate toward them and expect to be able to use them everywhere they go – including inside the branch. 

Moreover, the growing popularity of “bricks and clicks” is influencing member expectations in credit union branches: “You’re not being compared to other financial institutions. You’re being compared to Walmart and everybody else in retail,” said Sarah Canepa Bang, chief strategy officer for CO-OP Shared Branching. “As long as it’s intuitive and it makes sense, you’re going to see new forms of self-service more and more.”

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