Data Overview Report

Benchmark 2008: Which Generations Bank And Invest Online?

North American Consumer Technographics

October 27th, 2008
Bill Doyle, null
Bill Doyle
With contributors:
Emmett Higdon , Courtney Tincher

Summary

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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