ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 18, 2025

TV is a major driver of holiday gift inspiration

Article |
 Aug 18, 2025

When campaigns miss the mark and how to make it right

Article |
 Aug 18, 2025

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Article |
 Aug 18, 2025

MSNBC rebrands as MS NOW in bid to scale beyond its niche

Article |
 Aug 18, 2025

Loyalty programs give RMNs an advantage in the age of agentic AI

Article |
 Aug 18, 2025

Self-service data access is still missing from most retail media networks

Article |
 Aug 18, 2025

Novo Nordisk drops Ozempic self-pay price to $499 per month

Article |
 Aug 18, 2025

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Article |
 Aug 18, 2025

Lululemon, Mondelez, and others turn to lawsuits to protect IP

Article |
 Aug 18, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Canada Banking Consumer Habits 2024

Gen Z Is Crowdsourcing Its Banking Research

Report by Maria Elm  |  Jan 25, 2024
Download
Report
Crosstabs
Deck
Executive Summary
Share
Table of Contents
Executive Summary
Gen Z is reshaping the early stages of the customer journey
Mobile and web take the lead in building Gen Zers’ awareness—but email is holding its own
User-generated content is shaping Gen Zers’ consideration stage
Gen Z sticks to the status quo when it comes to actually buying banking products
Methodology
Survey Demographics
Media Gallery
About This Report
Gen Zers’ habits diverge from other generations’ in the early stages of the customer journey. Our inaugural survey of banking consumers in Canada spotlights the differences to help banks drive conversions.
Topics
Banking
Financial Services
Canada
Table of Contents
Executive Summary
Gen Z is reshaping the early stages of the customer journey
Mobile and web take the lead in building Gen Zers’ awareness—but email is holding its own
User-generated content is shaping Gen Zers’ consideration stage
Gen Z sticks to the status quo when it comes to actually buying banking products
Methodology
Survey Demographics
Media Gallery

Gen Zers are banks’ richest source of customer acquisition, but their customer journey is shaped much more by crowdsourced information than other generations’. Our inaugural survey of 1,598 banking consumers in Canada spotlights Gen Zers’ unique behaviors to help banks drive conversions.

Key Question: What are the differences between Canada Gen Zers and other generations when it comes to product discovery and consideration?

Most Trusted Sources of Banking Information on Social Media According to Gen Z vs. Total Banking Consumers in Canada, Nov 2023 (% of respondents)
E-Mail ChartDownload

Key Stat: Banks are losing the fight for influence over Gen Zers on social media. Just 27.3% called bank-generated content the most trusted source of banking information, while 60.6% cited customer-generated content.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Gen Z is reshaping the early stages of the customer journey
  3. Mobile and web take the lead in building Gen Zers’ awareness—but email is holding its own
  1. User-generated content is shaping Gen Zers’ consideration stage
  2. Gen Z sticks to the status quo when it comes to actually buying banking products
  3. Methodology
  1. Survey Demographics
  2. Media Gallery

Charts in This Report

Most Trusted Sources of Banking Information on Social Media According to Gen Z vs. Total Banking Consumers in Canada, Nov 2023 (% of respondents)Channels Through Which Banking Consumers in Canada Become Aware of a Bank's Products/Services, Gen Z vs. Total, Nov 2023 (% of respondents)
Sources Gen Z Banking Consumers in Canada Use to Research Banking Products/Services, Nov 2023 (% of respondents)Social Media Platforms Gen Z Banking Consumers in Canada Have Used to Find Banking Information, Nov 2023 (% of respondents)
Methods Gen Z Social Media Users in Canada Use to Research/Evaluate Banking Products/Services on Social Media, Nov 2023 (% of respondents)Willingness of Banking Consumers in Canada to Shop Around vs. Go Straight to a Trusted Brand for New Financial Products/Services, by Generation, Nov 2023 (% of respondents)
Providers Gen Z Banking Consumers in Canada Would Most Likely Buy Banking Products/Services From Based Solely on Brand Trust, Nov 2023 (% of respondents)Top Factors Gen Z Banking Consumers in Canada Would Consider Before Choosing a New Bank, Nov 2023 (% of respondents)
Banking Consumers in Canada Who Bought Banking Products/Services via a Physical Branch vs. an App, by Generation, Nov 2023 (% of respondents)Top 10 Factors That Ultimately Led Gen Z Banking Consumers in Canada to Buy a Banking Product/Service, Nov 2023 (% of respondents)
Demographic Summary of Respondents to Canada Banking Consumer Habits Survey, Nov 2023 (% of total)

authors

Maria Elm

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Tiffani Montez
Principal Analyst, Banking
Jennifer Pearson
VP, Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo