ACTIVITY

Customers

The Group’s strategy is driving growth in loyal and digital customers:

• Santander’s strategy continued to focus on boosting the loyalty of our customers. Their number rose again in the fourth quarter and reached 21.6 million, 1.7 million more in the year (+9%), with growth in both individuals and companies.
• The faster pace of digitalisation is reflected in the growth in digital customers, whose number increased by 4.8 million in the year (+15%) and in greater activity. On average, our customers accessed digital touchpoints five times per week and digital sales represented 36% of total sales, rising 4 percentage points in the year.

Loyal customers
(millions)

Digital customers
(millions)

Santander maintained its business growth across almost all markets

• Loans to customers rose 5% year-on-year (+4% in constant euros), with eight of the 10 core countries growing, particularly in North and South America, which grew 10% and 9%, respectively.
• Customer funds increased 7% year-on-year (+6% in constant euros), with growth in nine of our 10 core markets. Demand deposits increased, as well as mutual funds.

ACTIVITY

Dec'19 vs Dec'18. % CHANGE IN CONSTANT EUROS

Gross loans and advances to customers excluding reverse repos.

Customer deposits excluding repos + mutual funds.

Business distribution by markets

% operating areas. December 2019

EUROPE

	Loans to customers	Customer Funds
SPAIN	21%	32%
SCF	12%	4%
UK	27%	23%
PORTUGAL	4%	4%
POLAND	3%	4%
OTHER EUROPE	4%	2%

NORTH AMERICA

	Loans to customers	Customer Funds
USA	10%	7%
MEXICO	4%	4%

SOUTH AMERICA

	Loans to customers	Customer Funds
BRAZIL	9%	13%
CHILE	4%	4%
ARGENTINA	1%	1%
OTHER SOUTH AMERICA	1%	1%

SANTANDER GLOBAL PLATFORM

Customer Funds 1%

Activity

EUR MILLION

		% change vs 2018
	2019	EUR	Constant EUR
Gross loans and advances to customers*	918,757	5.1	3.9
Customer deposits**	785,454	5.0	4.0
Mutual funds	180,405	14.3	14.7
Customer funds	965,859	6.7	5.9

*Excluding reverse repos.
**Excluding repos.