Segmentation Critical to Data Analytics on Banking Consumers

Age and income aren’t the only ways to break down financial consumers. This study’s segmentation model reveals some interesting differences in how people think about banking and relate to their primary financial provider.Saylent commissioned a study through Informa Research Services to assess consumer and small business banking preferences and the depth of relationships they have with their financial institutions. The research findings provide key insights into how different groups prefer to interact with their bank and the products and services they desire.The study breaks down participants’ responses into four distinct segments:

Source: Segmentation Critical to Data Analytics on Banking Consumers

Author: Geoff Fripp

Geoff Fripp is an experienced marketing practitioner, university lecturer and textbook author based in Sydney, Australia. He has been an adjunct lecturer at the University of Sydney since 2012 and is the author of several marketing textbooks. For more information, please refer to the 'About' section or 'Contact' section of this website.