Baby Boomers prefer ‘the human touch’: research

Recent research from Mintel finds that Canadians still value traditional banking and the human touch.  Digital services and online banks cannot meet all the banking needs of more than a third of the study respondents.  Almost nine in ten visited their bank branch in the past year and a quarter visit their branches more than once a month, for various reasons and to varying degrees depending on their age.  Boomers tend to prefer human interaction for financial planning advice and investment purchases.

Boomers also value traditional forms of advertising and are strong readers of printed as well as digital newspaper content.  New research from News Media Canada confirms that 91% of Boomers read newspaper content weekly in print or digital, but their preferred platform is still print.