Today’s young generation of digital natives has been using their smartphones and internet-enabled devices not only to access information, but to explore what technology can offer, especially when it comes to managing their finances and growing wealth.
Driven by this behavior, younger and tech-savvy consumers tend to switch accounts with different banks more often. In the 2019 Consumer Digital Banking Survey conducted by PricewaterhouseCoopers (PwC), 21% of respondents had planned to open a new deposit account that year, including 46% of Gen Zers and 26% of millennials. Survey data also indicates that younger consumers are more likely to open an account based on experiential factors, and not necessarily interest rates.