August 25, 2006

Males Are The Most Active Online Bankers

Online Banking And Product Research Across Genders And Generations

This is the fourth document in the "Financial Consumer Gender Gap" series.

by Bruce D. Temkin

with Eric M. Dolan, Peter Hult

Executive Summary (This is a document excerpt)

We compared online banking and product research activities for males and females across five generations of consumers: Gen Yers (ages 18-26), Gen Xers (27-40), Younger Boomers (41-50), Older Boomers (51-61), and Seniors (62-plus). Our findings: Males and Gen Xers are the top online bankers, Gen Yers are the top checking account researchers, males are the top credit card researchers, Gen Xers are the top mortgage loan researchers, and males are the top auto loan researchers.

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