For eBusiness & Channel Strategy Professionals

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Executive Summary

Millennials online, or "Generation Y," are a cohort of online users ages 18 to 24. Financial institutions should look at this group closely, as they are making their first financial decisions, such as choosing their primary bank, opening their first checking and savings accounts, and applying for credit cards.

Key Questions

• Which financial products and services do online millennials research and purchase online and off-line, as compared with the rest of the online population?
• Which sources of information about financial products are online millennials likely to leverage in their financial research?
• How should financial institutions better cater to the particular attitudes and tastes of millennials?

This is an excerpt

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