3. RESEARCH:
3
SURVEY KEY FINDINGS
Top Awareness and Use amongst millennials:
Bank of America and Wells Fargo
76.3% of millennials use a mobile banking app
at least once a week
Strongest associations with the Schwab brand:
“A bank for wealthy people”
“Corporate”
“An investment bank”
45.5% said they did not feel confident
in their knowledge or ability to invest in the stock market
4. RESEARCH:
4
THIRD PARTY RESEARCH
“At the end of the day, if a business doesn’t work side by side with
technology, they will be less appealing to consumers and Millennials
will be much more reluctant to, well, consume.”
“Millennials not only want to consume, but they also want to feel connected
with their purchases. Buying a product now means buying into a product.”
“Beyond what you can do for them, millennials want the companies
they do business with to be invested in improving the world.”
14. HOW SCHWAB COMPARES:
14
IN KEY AREAS
• Rarely mentioned on social media
• No current marketing for this
demographic
• Mobile banking and trading app
• Participate in socially responsible
activities, but low public awareness of
these activities
2%
17. OPPORTUNITIES:
Give them a say in how Schwab is socially responsible
Address them from platforms they pay attention to
Quality customer service through technological platforms
Delicate balance between condescension and intimidation
Provide opportunities for them to interact and engage with
their community, and the brand
17
FOR ENGAGING MILLENNIALS