How an Average Consumer Chooses a Bank

In this CNNMoney.com article on what to consider when you're shopping for a new bank, it mentions the following statistic:

More than half of consumers chose their bank based on a convenient location or ATM, according to a recent survey conducted by analytics company Compete.com

That's one reason why reward checking accounts include ATM fee refunds. That probably does more to attract the average Joes than the high yields.