Why Read This
Online banking is maturing in the US. Between 2009 and 2014, the total number of US online banking households will increase from 54 million to 66 million. Much of this growth will come from Gen Y (ages 18 to 29) user households, as Gen Y will adopt online banking at a rate three times higher than that of any other group. Bank channel strategists must emphasize immediacy and a two-way dialogue when seeking to convert young online users. At the same time, they must focus on tactics that drive activation and product upsell opportunities, as slowing growth makes acquisition relatively less important moving forward.