Abstract
Overview
This report urges financial institutions to break from the typical stereotype about reaching out and acquiring Generation Y consumers through electronic means only, providing in-depth analysis of new quantitative data that more broadly examines the banking behaviors and attitudes of Generation Y. This detailed study reveals how banks should address Gen Y' s desire for multichannel availability, time savings and financial management partnerships that will necessitate product, market and servicing variations that resonate with this lucrative population. A focus on long-term strategies for acquiring Gen Y early on in their banking lives and an examination of successful online marketing collateral round out this comprehensive report.
Primary Questions
- How profitable is the Gen Y account holder to a bank or credit union?
- Through what channels can financial institutions (FIs) most effectively engage and retain Generation Y account holders?
- What are the factors that motivate Generation Y to engage in and remain with an FI?
- When should banking institutions begin building relationships with Generation Y consumers to maximize acquisition and retention?
Table of Contents
- Overview
- Primary Questions
- Findings and Analysis
- Future Success Relies in Focusing on Generation Y for the Long-term
- Defining Gen Y
- Success with Gen Y Requires Availability of Traditional and Online Channels
- Create a user-friendly experience
- Take advantage of cross-sell opportunities
- Time and Control Are the Highest Priorities among Gen Y
- Gen Y Acquisition Requires Initiating Highly Relevant Relationships Early On
- Security Features Are Not Top of Mind Concerns for Gen Y
- Keep Security Simple: Interactive Financial Messaging™ Alerts Ideal for Gen Y
- When Do Banks and Credit Unions Need to “Talk” to Generation Y?
- How young is too young?
- Parent Involvement Is the Inroad to Developing Relationships with the Younger Gen Y
- True Youth-centered Initiatives Strike a Cord with the Younger Gen Y
- Related Research
- Appendices-Additional Data about Gen Y Banking Behaviors and Attitudes
Table of Figures
- Figure 1 Projected Income Growth by Generation
- Figure 2 Reasons for Selecting a Financial Services Provider by Gen Y
- Figure 3 Online Account Opening Rates by Gen Y
- Figure 4 Consumers' Value of Alerts by Gen Y
- Figure 5 Reasons for Not Banking Online by Gen Y
- Figure 6 Reasons for Beginning to Use Online Banking by Gen Y
- Figure 7 Opinions Regarding Paper Statement Turn-Off by Gen Y
- Figure 8 Financial Products Currently Used by Gen Y
- Figure 9 Financial Transactions Performed in the Past 12 Months by Gen Y
- Figure 10 Likelihood of Online Banking PFM to Affect Retention by Gen Y
- Figure 11 Preferred Methods for Authentication by Gen Y
- Figure 12 Increased Online Behaviors Associated with Identity Theft-related Threats by Gen Y
- Figure 13 Online Marketing Materials for Gen Y
- Figure 14 Motivators for Viewing Bills Online by Gen Y
- Figure 15 Use of Software to Budget or Manage Finances by Gen Y
- Figure 16 Satisfaction with Current Banking Relationship by Gen Y
- Figure 17 Reasons for Switching Banks by Gen Y
- Figure 18 Usage of Credit Monitoring Service in the Last 12 Months by Gen Y
- Figure 19 Usage of Consumer Safety Identity Products in the last 12 months by Gen Y
- Figure 20 Credit Monitoring Service Source by Gen Y
- Figure 21 Likelihood to Renew Credit Monitoring Service by Gen Y
- Figure 22 Preferred Methods for Increased Security by Gen Y
- Figure 23 Reasons for Selecting a Financial Services Provider by Gen Y, Gen X and Boomers
