Consumers are interested in connecting with their financial institutions through social media channels, such as Facebook and Twitter, according to a recent Fiserv survey.

The survey showed that 11 percent of online consumers are currently connected with their bank or credit union through a social media website and that 36 percent of those not connected are interested in doing so. Interest in connecting through social media is highest among Gen Y consumers, at 45 percent.

"There is clearly a sizable segment of consumers who are interested in interacting with their financial institutions through social sites," said Geoff Knapp, vice president, online banking and sonsumer insights, Fiserv. "An active, engaging online social media presence is a viable way to maintain and grow valuable relationships with consumers who are visiting branches less and interacting through digital channels more."

The survey found that consumers who are current users of financial institution social media primarily engage in informational and relational activities. These consumers use their financial institution’s social media channel to:

• Receive information about financial services – 66 percent
• Receive information about offers or promotions – 32 percent
• Review consumers’ opinions/advice or post reviews, complaints or questions – 31 percent
• Conduct customer service related activities – 30 percent