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As the latest installment of CivicScience’s brand comparison series, which analyzes key differences among brands by leveraging the unexpected insights in the InsightStore™, CivicScience examines two of the largest tax return services: TurboTax and H&R Block. Data show that 13% of U.S. adults are ‘extremely likely’ to use TurboTax in the future, which is two percentage points higher than that figure among H&R Block customers (11%). 

Gen Z adults are the most likely to be intenders for each company, and likely as a result, intenders are more likely than non-intenders to live at home with their parents. However, H&R Block intenders are more likely than TurboTax intenders to report an annual income under $50,000, whereas TurboTax intenders are more likely to say their expected annual income is $50,000-$100,000 – perhaps as a result of TurboTax generally being more expensive. 

Answer our Polls: Do you typically file your taxes on your own or do you consult the help of a specialist or software?

Here’s a closer look at how these potential customers differentiate (or relate):