--- title: Using Mobile Banking Apps to Reach the Millennial Demographic description: The benefits of using your financial mobile app to connect with millennial bankers. image: https://blog.palmeradagency.com/hs-fs/file-459750527-png/images/screen_shot_2014-01-15_at_12.41.58_pm.png --- [![Palmer Ad Agency ](https://blog.palmeradagency.com/hubfs/Identity/Logos/Palmer%20Logos/Palmer%20Ad%20Agency%20%7C%20White%20Logo%20163x40.svg)](https://www.palmeradagency.com) [![FREE CONSULTATION](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/195545/d8378ea5-668e-4206-804c-5a9be9d86069.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/195545/d8378ea5-668e-4206-804c-5a9be9d86069) [![Palmer Ad Agency ](https://blog.palmeradagency.com/hubfs/Identity/Logos/Palmer%20Logos/Palmer%20Ad%20Agency%20%7C%20White%20Logo%20163x40.svg)](https://www.palmeradagency.com/) [![FREE CONSULTATION](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/195545/d8378ea5-668e-4206-804c-5a9be9d86069.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/195545/d8378ea5-668e-4206-804c-5a9be9d86069) ![Blog-Banner](https://blog.palmeradagency.com/hs-fs/hubfs/Blog-Banner.webp?width=1950&name=Blog-Banner.webp "Blog-Banner") Our Blog Our latest articles, all in one place. 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call this "wearable computing," the idea that a device like a smart phone is always on your person.  The millennial crowd, in particular, is always "connected," always doing something seemingly important on their iPhone or Android. ![banking mobile app](https://blog.palmeradagency.com/hs-fs/file-459750527-png/images/screen_shot_2014-01-15_at_12.41.58_pm.png?width=350&height=354&name=screen_shot_2014-01-15_at_12.41.58_pm.png) Is this a good thing for society at large?  We'll leave that to the sociologists.  What is irrefutable, however, is that small businesses can do a lot more to reach this highly coveted demographic.  And rolling out a mobile banking app is one way to do it.   **Understanding Millennials' Mobile Habits** - The data doesn't lie.  A recent survey by SourceDigital13, which took a look at "a day in the life of the US adult mobile consumer," found, not surprisingly, people are on their devices 24-7.  More to the point, the survey took a closer look at millennials' (young adults aged 25-34) mobile habits and found the following: - Millennials spend disproportionately more time on sports, music and media, and "lifestyle and shopping" apps compared with older consumers.  No surprise there. - They spend less time, compared with older consumers, on gaming (surprisingly) and "utilities and productivity" apps.  The latter category would include mobile banking, which we'll get to in a moment. - When broken down by gender, both males and females equally use "utilities and productivity" apps *less* than their older counterparts. ### So what's it all mean for banks looking to roll out a mobile banking app?   - **Huge opportunity for small financial firms**. Millennials are *always on *their mobile devices.  They currently spend comparatively little time on things like a [mobile banking app](http://info.palmer-advertising.com/blog/bid/328069/6-Reasons-Why-Banks-Need-a-Financial-Mobile-App).  The takeaway: there is a huge opportunity here for savvy small businesses to reach these customers.   - **Minimal barriers to entry** -  Unlike, say, the gaming app category, businesses don't face daunting competition and millions of competitors.  Furthermore, the people you wish to reach *are already existing* consumers.   - **The service is an inherently necessary one **- Though some people may disagree, banking, unlike "Angry Birds," is a necessity.  Research shows that 92 percent of millennials use a bank, so the service you are providing  —  fast, convenient mobile banking  — will always be of value. OK, so now we see that small financial firms have a lot to gain by targeting the millennial demographic through mobile apps.  But what are the ingredients of a properly aligned marketing message?  Glad you asked.  They include: **Embracing your buyer personas. ** The aforementioned study noted, for example, that female millennials use sports and health apps far more more than males.  Take this data, throw in your "young professional female" [buyer persona](http://info.palmer-advertising.com/blog/bid/328329/Buyer-Personas-Drive-Sales), and you have the foundation of your marketing message: a quick, easy mobile app for a woman on the go between work, shopping, and the gym.   Conversely, males spend more time on music and media apps.  Whip out the classic persona of the 20-something in a fashionably fitted t-shirt, sauntering down the street with his ear buds in.  Images are important: it's the quickest way for customers to identify with your brand.  - **Unearthing purchasing patterns and running with them**.  What are your existing millennial customers' buying patterns?  Do they mainly have checking accounts?  Do some re-finance auto loans?  In other words, target your marketing message based on what these demographic groups are most likely to do.  - **Treating them like adults. ** Millennials don't like being patronized, so copy like "mobile banking is cool!" and "balance transfers are cray-cray!" won't fly.  Treat millennials like adults.  After all, according to the US Census Bureau, they *are* adults (apparently.) - **Emphasizing convenience and transparent fees.**  [This](http://thefinancialbrand.com/34480/millennials-desperate-better-fees-convenience/) article is a must-read. It's called "Millennials Desperate for a Better Banking Experience."  (Full disclosure: it was written by a financial services marketing firm so it's not *entirely* objective.)  That said, the takeaways can double as a millennial marketing to-do list.  Specifically, millennials are looking for two main things from financial service providers: convenient products (like a mobile banking app!) and lower or more predictable fees.   - **Differentiating yourselves from Wall Street.**  Many millennials came of age during the turbulent Occupy Wall Street era.  They're leery of the big Wall Street banks.  Give them a local, personalized, community-bank alternative.   ### Sold on the value of a mobile banking app?  Want to take the next step?  Contact us for a free consultation. 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