Our team has developed a FinTech Consumer Adoption Segmentation that allows us to group consumers into four distinct segments based on the values that drive their decisions towards or against the use of technology in the financial dealings
According to Environics Research’s latest Financial Services among New Canadians Syndicated Study, TD, CIBC and American Express have an opportunity to surprise and delight, or to disappoint a very lucrative customer base.
A new national survey released today reveals a bold portrait of Canada’s Millennials (those born between 1980 and 1995), that for the first time presents the social values of this generation, and the distinct segments that help make sense of the different and often contradictory stereotypes that so frequently are applied to today’s young adults.
New data is indicating younger Canadians are moving heavily toward relying on information found online to make their healthcare decisions, while older Canadians are tending to stick with more traditional sources. This trend may seem unsurprising, but it’s one that health and wellness brand managers should be analyzing more closely.
Recently, we partnered with our friends at the Humber RAPP program to test out in-the-moment data collection using a new mobile research application called Bounty.
Deeply skeptical of authority, and lacking strong social connections, Lone Wolves resemble the stereotypical Gen Xers of the 1990s. These Millennials are solitary, and favour keeping life simple and straightforward. They are seldom involved in community events, have little civic engagement and they don’t feel strongly connected to what’s going on in society at large. Still, whereas some people who feel disconnected from society feel angry or hostile to others, Lone Wolves are low-key: they are not xenophobic or sexist, for instance. If disaffected Gen Xers’ motto was “Whatever,” perhaps the Lone Wolves’ words to live by are “I’m not hurting anyone. Just let me be.”
Demographic Highlights
Predominantly female
Most likely Elders to live in the Atlantic provinces
More likely to have lower levels of education (high school or less)
