Huntington National Bank 2010 Annual Report Download - page 17

The financial results for each of these business segments are included in Note 25 of Notes to
Consolidated Financial Statements and are discussed in the Business Segment Discussion of our MD&A.
Competition
Although there has been consolidation in the financial services industry, our markets remain competitive.
We compete with other banks and financial services companies such as savings and loans, credit unions, and
finance and trust companies, as well as mortgage banking companies, automobile and equipment financing
companies, insurance companies, mutual funds, investment advisors, and brokerage firms, both within and
outside of our primary market areas. Internet companies are also providing nontraditional, but increasingly
strong, competition for our borrowers, depositors, and other customers. In addition, our AFCRE segment faces
competition from the financing divisions of automobile manufacturers.
We compete for loans primarily on the basis of a combination of value and service by building customer
relationships as a result of addressing our customers’ entire suite of banking needs, demonstrating expertise,
and providing convenience to our customers. We also consider the competitive pricing pressures in each of our
markets.
We compete for deposits similarly on a basis of a combination of value and service and by providing
convenience through a banking network of over 600 branches and over 1,300 ATMs within our markets and
our award-winning website at www.huntington.com. We have also instituted new and more customer friendly
practices under our Fair Play banking philosophy, such as our 24-Hour Grace
tm
account feature introduced in
2010, which gives customers an additional business day to cover overdrafts to their consumer account without
being charged overdraft fees.
The table below shows our competitive ranking and market share based on deposits of FDIC-insured
institutions as of June 30, 2010, in the top 12 metropolitan statistical areas (MSA) in which we compete:
MSA Rank Deposits Market Share
(in millions)
Columbus, OH ..................................... 1 $9,124 22%
Cleveland, OH...................................... 5 3,941 8
Detroit, MI ........................................ 8 3,607 4
Toledo, OH ........................................ 1 2,306 23
Pittsburgh, PA ...................................... 7 2,270 3
Cincinnati, OH ..................................... 5 1,999 4
Indianapolis, IN..................................... 4 1,902 6
Youngstown, OH . . . ................................. 1 1,877 20
Canton, OH ........................................ 1 1,485 27
Grand Rapids, MI . . ................................. 3 1,280 10
Akron, OH ........................................ 5 886 8
Charleston, WV..................................... 3 604 11
Source: FDIC.gov, based on June 30, 2010 survey.
Many of our nonfinancial institution competitors have fewer regulatory constraints, broader geographic
service areas, greater capital, and, in some cases, lower cost structures. In addition, competition for quality
customers has intensified as a result of changes in regulation, advances in technology and product delivery
systems, consolidation among financial service providers, bank failures, and the conversion of certain former
investment banks to bank holding companies.
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