Our Financial Services team explains how the COVID-19 pandemic has accelerated three key trends that are increasing the adoption of FinTech in Canada.
25% of consumers
Enthusiastic Experimenters thrive in complexity. As a segment, they are least likely to be complacent with their decisions. Instead, they actively optimize their choices – making conscious, deliberative decisions based on deep and rational analysis of options and potential outcomes. Of our 4 segments, these FinTech adopters are the most likely to be among the first to experiment with new technologies and are quick to pass on their knowledge of those products to friends and colleagues.
32% of consumers
Adaptive Achievers are hard workers with high levels of education and income. They are proud of their achievements and place a great deal of importance on displaying the benefits of their hard work to others. While these consumers are curious about the benefits of technology, they would rarely try it out for the sake of exploration. They are the most likely to say that they wait for people they know to have used that technology before trying it.
35% of consumers
Anxious Traditionalists account for the largest portion of consumer among our four segments and, unlike Enthusiastic Experimenters, they are much less likely to make their decisions based on a rational analysis of choices and instead rely on the first thoughts that come to mind. They are the most likely to claim to be the last person they know to use a new piece of technology but can easily get on board if it means going along with the crowd.
17% of consumers
As their name suggest, Reserved skeptics are the most likely of our four segments to be distrustful of new technologies. They tend to fall into an older age group and hold lower levels of education. They believe strongly in respect for elders and push back against any kind of change, including technological innovations.