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EMARKETER

The digital banking capabilities baby boomers want from their financial institution

Article by Lauren Ashcraft  |  Oct 24, 2024
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The digital banking capabilities baby boomers want from their financial institution
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Digital Banking
Worldwide

The trend: While banks shouldn’t build their digital strategies around baby boomers, financial institutions (FIs) can add features that attract them to their digital platforms, per Javelin Strategy and Research report “The Boomers Are Okay—and Shouldn’t Be Your Digital Banking Priority.”

How we got here: Baby boomers are the least likely of any age group to switch banks, but their digital account growth outpaces that of other age groups.

  • In 2024, 67.3% of banking consumers aged 65 and older are digital banking users—a 28.8 percentage point increase since 2018.

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