Much has been said about the prospect of a single European financial services market. But is there a real appetite for this among consumers? KPMG set out to test the attitude of the ordinary customer across Europe, and so build a picture for retail banks of both the overall trends and regional variations.The survey canvassed the opinions of over 2,300 bank customers across ten European countries (France, Germany, Italy, Netherlands, Czech Republic, Poland, Sweden, Spain, Switzerland and the UK). This report highlights the key findings of the research and identifies the strategic challenges that banks will have to address if they are to successfully build networks across European borders.