Generational Adoption Rates for Personal and Home Security Products

What we're seeing

As the world has increasingly become more digital, the home and personal security landscape has changed too. New risks, such as identity theft and computer crime, require consumers to respond; New market entrants with innovative approaches have created disruption and shifts in the security market. Overall, complexity around what security buyers look like, and what demands they have, is greater than ever. Transaction data can shed light on some of this complexity. Perhaps not surprisingly, each generation perceives and takes action towards these security risks in different ways.

Our research shows that

• Among security minded account holders, defined as those who have paid for either antivirus, home security services, credit monitoring or identity theft protection, antivirus buyers tend to fall in the oldest generational segments.

• Those who pay for only home security monitoring also tend to skew older.

• Conversely, credit monitoring and identity theft protection service customers tend to skew towards the younger generation.

Older generations may still be trained from the days when a separate antivirus software was critical to protecting your computer. Younger generations expect computers to handle anti-virus out of the box and are more keenly aware of the risks of digital fraud.

Takeaway and Call to Action

Millennials and Gen Z place special value in protecting their credit score and their identity. Financial institutions can engage with members of these generations by deploying a multi-layered security approach to digital banking and educating their account holders and prospects about the features the institutions use to keep them safe. Additionally, providing complimentary financial wellness tools, such as credit score monitoring, and identity theft protection can go a long way to assuring account holders of any age that you have their backs. Further, in order to protect the institution, consider enrolling baby boomers and Gen Xers in campaigns around educational content to explain how credit score monitoring and identity theft protection can help protect against financial crime.

^{Source: Alkami Telemetry Data for this figure was sourced from a panel of 22 financial institutions with more than 2.5 million account holders and over 1.5 billion transactions.}

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