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Consumer types

Consumer types

The people we interviewed for our survey fell into one of three main personas. These are based on their attitude and acceptance of innovation in financial services.

  • Our findings positions around one third of people interviewed as Traditionalists.
  • Only 15% of people fall into the Moderate category.
  • 53% of people we interviewed are Progressive when it comes to how they use financial services.

We asked people what they thought of payments, technology and the future of banking. Listen to their insightful – and often radical – thoughts here.

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People on the streets of Europe shared their thoughts on insurance, now and in the future. Find out what they told us.

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38%  of progressives would consider buying energy for their home from their bank or insurer

67%  believe they will use mobile applications more to interact with their bank in 5 years' time

21%  use mobile payments every week

51%  are over 40

69%  of people surveyed in Eastern Europe are progressive

Progressives Progressives are keen to use technology to interact with banks and insurance providers. They may currently use mobile payments more than others on a monthly basis, and believe they will use mobile applications more to interact with their bank in 5 years' time.

56%  are happy for their bank or insurer to share their personal data to lower their mortgage or insurance premium

21%  of people surveyed in Switzerland are moderates

36%  use contactless card payments at least weekly

62%  believe there are enough providers in the banking market place

56%  rank their branch as the most trustworthy channel for interacting with their bank or insurance provider

Moderates Moderates are generally positive towards using digital methods to interact with banks and insurance providers. But they value face-to-face contact in branch. Most regard this as the most trustworthy channel for interacting with the bank or insurance provider.

79%  believe they will use online banking more in five years' time

36%  have never switched bank

63%  would switch bank or insurer if it suffered a security breach

72%  are over 40

60%  of people surveyed in the UK are traditionalists

Traditionalists Traditionalists aren’t necessarily resistant to change. They may prefer to use established methods to interact with banks and insurers today. They accept they will use online banking more in five years’ time…just not now. They are security conscious and would switch banks or insurers if security was breached. However, they're loyal and a third have never switched bank.

Take the survey To find out which persona fits you best, take the survey for yourself here.