I am looking for information about the demographics and psychographics
of people or businesses who choose community banks over big banks such
as Wells Fargo.  The simple answer is that you get a level of service
with community banks that you would not get at Wells Fargo.  But I
want to go deeper than that.  Specifically:
- What are the demographics of the community bank customer vs. those
of the big bank customer?
- Is it an older person, one that desires/expects personalized
service?  Or does age come into play at all?
- What are the factors that make someone choose one or the other?
- Are smaller banks gaining in popularity in a time when consumer
trust in big business is down?  Or is popularity about the same?
- Who is the CREDIT UNION customer, and how are they different from
the community bank consumer?
- Are community banks able to support business accounts, and do they
see these as good growth opportunity?  Or is the bigger growth
happening on the individual customer side?

Anything that helps me to "know" the community bank customer, whether
it's an individual or a business, and why they've made this choice
will be very helpful.