August 6, 2004
Why Banks Can't Afford To Ignore Gen Yers
Understanding The Financial Needs And Behaviors Of The Young Consumer
by Ron Shevlin
with Catherine Graeber, Adele Sage
Executive Summary (This is a document excerpt)
Banks don't believe that Gen Yers are where the action is. But those who ignore today's 18- to 28-year-olds do so at their own risk. These shortsighted banks are missing an opportunity to attract customers who cost less to serve today and have the potential to be more profitable and loyal customers in the future.
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We drew from Forrester's Consumer Technographics Q3 2003 North American Study, which surveyed more than 5,000 US households in late 2003. This document details the resulting data, focusing on generational differences in banking behavior. Related Research Documents
January 29, 2004, Data Overview |
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