Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Millennials Put Their Trust (And $$$) in Tech

But older consumers remain comparatively wary

New financial services, underpinned by emerging technologies, have the potential to upend traditional banking and finance services in the US.

But the adoption of financial technology, or fintech, products and services breaks down differently along generational lines, according to recent research from Bain & Company.

The business management consulting firm found that nearly three-quarters of US internet users ages 18 to 34 polled in August 2017 were willing to buy a financial product from a tech company. That figure declined, however, as the respondents grew older, with just 42% of those ages 55 and older expressing the same sentiment.

For most consumers, trust is likely the key barometer by which new digital financial services are gauged, and younger cohorts appear to simply have more faith in fintech.

When asked which companies they would trust with their money, respondents said they had the most faith in their primary bank, followed by banks in general. But tech firms PayPal and Amazon followed in third and fourth place.

In other words, while consumers generally remain most comfortable with traditional banks for their retail banking and other financial needs, they are at least open to some of the larger tech firms taking over those responsibilities.

Bain & Company noted that part of the reason that tech firms stand to disrupt the finance sector is because of their strong brand recognition, as well as their ample experience providing solid customer service—two attributes that finance-focused startups might not yet have.

Bain & Company found that tech companies' brand equity translated well for consumers considering adopting financial services from them. More than half of US internet users surveyed said they would consider using a credit card issued by a tech firm. About one-third said they would use a bank account from a technology enterprise, while three in 10 would use an investment service.