October 27, 2008
Benchmark 2008: Which Generations Bank And Invest Online?
North American Consumer Technographics
This is the 18th document in the "State Of Consumers And Technology: Benchmark 2008" series.
by Bill Doyle
with Emmett Higdon, Courtney Tincher
Executive Summary (This is a document excerpt)
Online financial services run counter to the general pattern of technology adoption, where Gen Y typically sets the pace. Instead, Seniors are the generation most likely to track their investment holdings online and to trade stocks or bonds online; Gen Xers, followed by Boomers, are the generations most likely to look up bank account balances, transfer money, and pay bills at a bank Web site. Online pioneers Citibank and JP Morgan Chase have the highest percentage of customers who use a firm's Web site regularly.
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The Adoption Of Online Financial Services Follows Need, Not Age 
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Original air date: Wednesday, September 10, 2008
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