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Benchmark 2008: Which Generations Bank And Invest Online?

North American Consumer Technographics

October 27, 2008

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Authors

  • By Bill Doyle
  • with Emmett Higdon,
  • Courtney Tincher

Why Read This Report

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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Table of Contents

  • The Adoption Of Online Financial Services Follows Need, Not Age
  • Gen X Banks Online
  • Supplemental Material