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For eBusiness & Channel Strategy Professionals

US Teen Millennials Underscore The Vital Nature Of The Online Channel To Financial Services

Profiling The Financial Attitudes And Behavior Of US Online Teenagers

August 13, 2009

By Brad Strothkamp, Peter Wannemacher with Benjamin Ensor, Courtney Tincher, Kate van Geldern

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Why Read This Report

There are roughly 20 million Teen Millennials — individuals between 13 and 17 years old — in the US. As consumers, Teen Millennials tend to be loyal to brands but mistrustful of financial providers. Forrester's data shows that despite educational efforts by firms such as Charles Schwab and Wells Fargo, today's Teen Millennials are not highly financially literate. Those Teen Millennials who are financially literate are the most likely to interact with their bank's or credit union's eBusiness arm as well as to use the Web for other financial activities. Engaging this small but important segment offers eBusiness managers the chance to create lasting customer relationships.
Tags: B2C eCommerce, Banking, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Mobile Adoption, eCommerce, eCommerce Adoption, Financial Services, Mobile Banking, Mobile Channel for Consumers, Online Banking, Online Financial Products & Services
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TABLE OF CONTENTS

  • Teen Millennials Are Loyal To Brands But Wary Of Financial Firms
  • Online (And The Mobile Web) Will Be The Critical Channel For Selling To Teens

  • RECOMMENDATIONS

    Target Teen Millennials Using Low-Cost Web Site Messaging And Information
  • Supplemental Material
  • Related Research Documents
 
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