Marketing expenses per new member varied by region, with Central credit unions spending the most, $93, per new member.
Credit union members held an average of $18,581 in savings and loan products with their credit union in the first quarter of 2018. This is up 2.8% from 2017. Credit unions in the Western Region reported the highest average member relationship — $21,113. It was Southeastern credit unions, however, that reported the strongest growth in average member relationships, which were up 3.2% year-over-year.
Credit unions in the Southeast had the lowest average member relationship; however, they reported the highest year-over-year growth, 3.2%.
As of first quarter 2018, members held, on average, 2.52 accounts with their credit union. Members of credit unions in the Mid-Atlantic held an average 2.74 accounts, making this region the only one to fall outside the range of 2.4 to 2.5 accounts per member.
Greater variability exists within asset levels, and there is a positive relationship between assets size and accounts per member. Credit unions with more than $1 billion in assets averaged 2.7 accounts per member, whereas credit unions with less than $100 million in assets averaged 2.2.
Larger credit unions averaged more accounts per member than smaller ones. Members at credit unions with more than $1 billion in assets held half-an-account more than members at credit unions with less than $100 million in assets.
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