Overview

MarketBank databases identify consumer demand and potential for retail banking, investments, and delivery systems for American neighborhoods.  MarketBank is created using RPM's proprietary model that projects the Federal Reserve Board's Survey of Consumer Finances to neighborhood populations, creating market penetration and potential measures for each savings, investing, lending, payday lending and insurance product; and for delivery by branch, ATM card, online and mobile access. Estimates of product propensity are produced based upon community populations as defined by the current Esri demographics. 

RPM's model relies on a variety of socio-economic measures, housing, and other variables as reflected in consumer behavior from several different surveys commissioned by the Federal Reserve Bank. Raw survey data is utilized from’s Survey of Consumer Finances, the Survey of Mobile Banking, and the Survey of Household Economic Decision-Making, all of which are based on statistically representative, comprehensive sampling of U.S. households based on in-home personal interviews conducted tri-annually. Critical Top 3% or “Wealth” households are over-sampled, because of their under-representation in a random sample.

MarketBank File Layout

Field                              Description

Area                               Blockgroup area in square miles

Blockgroup                     Blockgroup FIPS code without decimal

ID                                    Blockgroup FIPS code in decimal format

St_Abbrev                      State Abbreviation

TotPop_CY                     Total current year population in block group

TotHH_CY                      Total current year households in block group

Checkbal                        Checking Potential Balances ($)

Checkpen                     Checking Penetration Rate (%)

Savpen                         Savings Penetration Rate (%)

Savbal                          Savings Potential Balances ($)

MMpen                       Money Market Penetration Rate (%)

MMbal                        Money Market Potential Balances ($)

Retpen                       Retirement Account Penetration Rate (%)

Retbal                        Retirement Account Potential Balances ($)

CDPen                       CD Penetration Rate (%)

CDBal                        CD Potential Balances ($)

HEPen***                    Home Equity Line Penetration (%)

HEBal***                     Home Equity Line Potential Balances ($)

Depbal                         Total Deposit Balance Potential

Cardpen                      Credit Card Penetration Rate (%)

Cardbal                       Credt Card Potential Balances ($)

Cardutl                        Pct. of credit line utilized (%)

Autopen                      Auto Loan Penetration Rate (%)

Autobal                       Auto Loan Potential Balances ($)

Mtgpen***                   Mortgage Penetration Rate (%)

Mtgbal***                    Mortgage Potential Balances ($)

LOCPen                      Line of Credit Penetration Rate (%)

LOCBal                      Line of Credit Potential Balances ($)

LOCUtl                       Pct. of credit line utilized (%)

HEPen                         Home Equity Line Penetration (%)

HEBal                          Home Equity Line Potential Balances ($)

Loanbal                       Total Loan Balance Potential ($)

MFBal                          Mutual Fund Balances ($)

MFPen                         Mutual Fund Penetration Rate (%)

StockBal                      Individually held stocks - Balances ($)

StockPen                     Individually held stocks - Penetration

AnBal                           Annuities - Balances ($)

AnPen                          Annuities - Penetration Rate (%)

LifeBal                         Life Insurance Balances ($)

LifePen                        Life Insurance Penetration Rate (%) 

SbondBal                     Savings Bond Balances ($)

SbondPen                    Savings Bond Penetration Rate (%)

BondBal                       Corporate & Municipal Bond Balances Rate (%)

BondPen                      Corporate & Municipal Bond Penetration Rate (%)

BrokerPen                   Brokerage Account Penetration Rate (%)

DebitPen                      Debit card Penetration Rate (%)

BillPayPen                  Automatic billpay Penetration Rate (%)

DirectPen                    Direct deposit Penetration Rate (%)

PayDayPen                 Payday lending Penetration Rate (%)

BranchPen                  Make Branch Visits Penetration Rate (%)

MblBankPen              Mobile Banking Penetration Rate (%)

MblPayPen                 Mobile Payments Penetration Rate (%)

OnlinePen                   Online Banking Penetration Rate (%)

BranchvPen                Prefer Branch Visits Penetration Rate (%)

Checkbidx                   Checking Potential Balances Index (100 = National Average)

Checkpidx                   Checking Penetration Rate Index (100 = National Average)

Savpidx                        Savings Penetration Rate Index (100 = National Average)

Savbidx                        Savings Potential Balances Index (100 = National Average)

MMpidx                       Money Market Penetration Rate Index (100 = National Average)

MMbidx                       Money Market Potential Balances Index (100 = National Average)

Retpidx                         Retirement Account Penetration Rate Index (100 = National Average)

Retbidx                         Retirement Account Potential Balances Index (100 = National Average)

CDPidx                        CD Penetration Rate Index (100 = National Average)

CDBidx                        CD Potential Balances Index (100 = National Average)

HEPidx                         Home Equity Line Penetration Index (100 = National Average)

HEBidx                        Home Equity Line Potential Balances Index (100 = National Average)

Depbidx                       Total Deposit Balance Potential Index (100 = National Average)

Cardpidx                      Credit Card Penetration Rate Index (100 = National Average)

Cardbidx                      Credt Card Potential Balances Index (100 = National Average)

Carduidx                      Credit Cards Pct. of credit line utilized (100 = National Average)

Autopidx**                Auto Loan Penetration Rate Index (100 = National Average)

Autobidx**                Auto Loan Potential Balances Index (100 = National Average) 

Mtgpidx***               Mortgage Penetration Rate Index (100 = National Average)

Mtgbidx***               Mortgage Potential Balances Index (100 = National Average)

LOCPidx                     Line of Credit Penetration Rate Index (100 = National Average)

LOCBidx                     Line of Credit Potential Balances Index (100 = National Average)

LOCUidx                    Line of Credit Pct. of credit line utilized (100 = National Average)

HEPidx                         Home Equity Line Penetration Index (100 = National Average)

HEBidx                        Home Equity Line Potential Balances Index (100 = National Average)

Loanbidx                     Total Loan Balance Potential Index (100 = National Average)

MFBidx                        Mutual Fund Balances Index (100 = National Average)

MFPidx                        Mutual Fund Penetration Index (100 = National Average)

StockBidx                   Individually held stocks - Balances Index (100 = National Average)

StockPidx                    Individually held stocks - Penetration Index (100 = National Average)

AnBidx                         Annuities - Balances Index (100 = National Average)

AnPidx                         Annuities - Penetration Index (100 = National Average)

LifeBidx                      Life Insurance Balances Index (100 = National Average)

LifePidx                       Life Insurance Penetration Index (100 = National Average)

BondBidx                    Corp/Muni Bond Balances Index (100 = National Average)

BondPidx                    Corp/Muni Bond Penetration Index (100 = National Average)

SbondBidx                  Savings Bond Balances Index (100 = National Average)

SbondPidx                  Savings Bond Penetration Index (100 = National Average)

BrokerPidx                 Brokerage Account Penetration Index (100 = National Average)

DebitPidx                    Debit card Penetration Index (100 = National Average)

MblBnkPIdx              Mobile Banking Penetration Index (100 = National Average)

MblPayPIdx               Mobile Payments Penetration Index (100 = National Average)

OnlinePIdx                 Online Banking Penetration Index (100 = National Average)

BranchPIdx2              Prefer Branch Visits Penetration Index (100 = National Average)

CU_PFI                       Propensity to prefer a credit union as a primary financial institution (Penetration Rate)

CU_Any                      Propensity for credit union membership (Penetration Rate)

CUPFIPIdx                  Prefer a CU as a PFI Penetration Index (100 = National Average)

CUPAnyPIDx               Propensity for CU Membership Penetration Index (100 = National Average)

HH_ResIDX               Household Economic Resiliency Index (100 = National Average)                    Measures ability to sustain a 90 loss of income.

NoBankPen               Unbanked – no banking relationship (%)

NoBankIDX                Unbanked – no banking relationship (100 = National Average)

PawnPen                    Pawn shop lending penetration rate (%)

PawnPIDX                  Pawn shop lending penetration (100 = National Average)

MnyordrPen                Penetration rate for purchase of money orders (%)

MnyOrdPIDX              Money Order Purchase Index (100 = National Average)

StudLnPen                  Student Loan penetration (%)

StLnPIDX                    Student Loan penetration (100 = National Average)

* Estimates are based product usage related to demographic and socio-economic factors as determined through analysis of the Survey of Consumer Finances. Balance and Penetration potential values are produced as estimated measures of product potential and should not be construed as an accurate measure of bank holdings in a particular geographic region.  As of 2010, estimates for mortgage loans and for retirement accounts are revised in order to align estimates more closely with reporting definitions by the Federal Reserve. As a result, post-2010 estimates for mortgage loans and retirement accounts are not directly comparable to prior years.  

**Estimates for home equity loans and automobile loans were revised in 2011 to more closely align with reporting definitions, resulting in post-2011 values that are not directly comparable to 2010 and prior years.  

*** Includes lenders other than banks, thrifts, and credit unions.  

IMPORTANT: Please note that since 2018, updates have been produced using a new methodology in comparison to prior years: 

•  The underlying demographic data source is the ESRI 2022 Demographics dataset. 

•  Several new services have been added, including mobile and online banking, and mobile bill payment, credit union membership, and preference for credit unions as a primary financial institution. Also new is a Household Economic Resiliency Index, which measures the percentage of households able to sustain a 90-day loss of income. 

•  Beginning in 2023 the estimation methods have changed for several products, including savings, money market deposit accounts. As a result, they are no longer directly comparable to prior year estimates. 

•  As of 2022, for the unsegmented dataset only, several new services have been added, including mobile and online banking, mobile bill payment, and a Household Economic Resiliency index.