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Research Publications

1. Attracting Young Adults

   • Jinkook Lee, PhD, Professor of Consumer Science and Research Associate at the Center for Human Resources Research, Ohio State University, and Research Scientist, RAND Corporation
   • Aug 15, 2008 1 Comment
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   As credit unions seek to better serve the next generation of consumers, it becomes essential to understand how young adults are creating their financial lives. In Attracting Young Adults: What Do We Know About Their Use of Financial Institutions and Payment Behaviors, Jinkook Lee, Filene Fellow, professor at Ohio State University and research scientist at the RAND Corporation, makes the following conclusions:

   • When describing your value proposition to a young adult market, study the top reasons this segment chooses their primary financial institution.

   • Data on specific payment choices provide a host of signals for credit unions to understand how young consumers are creating their financial relationship. These cues may help create services and products that truly meet the needs and wants of the coveted young adult market.

   categories » Consumer/Member Data, Young Adult Recruiting, Young Adults and Families