Standard Graphic Analysis (SGA)
Strategic Business Insights: Generation Cohorts
June 2015
www.strategicbusinessisights.com
www.strategicbusinessinsights.com/cfd
Source: The 2014–15 MacroMonitor
Contents
Custom Segment Definitions…………………………………………………….
Demographics……………………………………………………………………..
Accounts……………………………………………………………………………
Balance Sheets……………………………………………………………………
Cards……………………………………………………………………………….
Consumer Credit………………………………………………………………….
Direct Marketing…………………………………………………………………..
Health Insurance………………………………………………………………….
Institutions…………………………………………………………………………
Internet Financial Services………………………………………………………
Investments……………………………………………………………………….
Life Events………………………………………………………………………...
Life Insurance…………………………………………………………………….
Property and Casualty Insurance………………………………………………
Planning and Advice……………………………………………………………..
Real Estate and Debt……………………………………………………………
Retirement………………………………………………………………………..
Social Media……………………………………………………………………..
Source: The 2014–15 MacroMonitor
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7
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411
Page 2
Contents (continued)
Transactions……………………………………………………………………...
Vehicles and Credit…..………………………………………………...............
Attitudes………….……………………………………………………………….
General Attitudes………….……………………………………………………..
Institution Attitudes ………….…………………………………………………..
Trust in Institutions ………….…………………………………………………..
Investment Attitudes ………….…………………………………………………
Retirement Attitudes ………….…………………………………………………
Credit Attitudes ………….……………………………………………………….
Insurance Attitudes ………….…………………………………………………..
Health-Related Attitudes…………………………………………………..........
Planning and Advice Attitudes ………….………………………………………
Trust in Planners and Advisors ………….……………………………………..
Miscellaneous ………….………………………………………………………...
Appendices ………….……………………………………………………….......
Survey Methodology……………………………………………………….........
Survey Weighting Procedures …………………………………………..........
Sampling Tolerance Tables …..………………………………………….........
Calculated Variables ……... …..………………………………………….........
Source: The 2014–15 MacroMonitor
421
427
441
442
476
492
501
532
549
570
587
595
612
629
652
653
658
667
674
Page 3
Custom Segments: Generation Cohorts

All U.S. Households (n=4405; weighted projected population (wpp) = 133,443,000)

Millennials: Primary head* was born after 1976 (n = 607; wpp=33,955,000)

Generation X : Primary head was born from 1963 to 1976 (n = 961; wpp = 33,668,000)

Younger Boomers : Primary head was born from 1954 to 1962 (n = 1104; wpp = 24,923,000)

Older Boomers : Primary head was born from1946 to1953 (n = 870; wpp = 17,188,000)

Silent Generation : Primary head was born from 1930 to1945 (n = 804; wpp = 21,190,000)

Greatest Generation : Primary head was born before1930 (n = 59; wpp = 2,520,000)
*Primary head is the head of household making the largest contribution to household income
Source: The 2014–15 MacroMonitor
Page 4
Highest Level Of Education Of Primary Head
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
High School Degree Or
Less
Some College Or
Vocational School
College Degree
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Post Graduate Work Or
Degree
Younger Boomers
Table O-9: Highest level of education of primary head
Base: All U.S. Households
Questionnaire Page O-3, Q.9
Source: The 2014–15 MacroMonitor
Page 5
Household Marital Status
70%
60%
50%
40%
30%
20%
10%
0%
Married Or Cohabiting Single (Never Married) Separated Or Divorced
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Widowed
Younger Boomers
Table A-9: Marital status
Base: All U.S. Households
Questionnaire Page A-2, Q.9
Source: The 2014–15 MacroMonitor
Page 6
Incidences Of Making Various Financial
Transactions
80%
70%
60%
50%
40%
30%
20%
10%
0%
ATM
Loan Or LOC
Debit Card
Retirement
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Brokerage
Younger Boomers
Table TRNS: Incidence of types of financial transactions (excluding cash)
Base: All U.S. Households
Balance Sheet
Source: The 2014–15 MacroMonitor
Page 7
Online Banking
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Now Use
Do Not Use But
Would Like To Use
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Do Not Use And
Would Not Use
Younger Boomers
Table B-11aA: Online banking
Base: Have access to the Internet
Questionnaire Page B-5, Q.11a, Col A
Source: The 2014–15 MacroMonitor
Page 8
Incidences Of Owning Securities
40%
30%
20%
10%
0%
Own Securities
(Net)
Publicly Traded
Stock
Stock Provided
By An
Employer's Profit
Sharing Plan
Stock In A
Closely Held,
Non-Traded
Company
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Closed-End
Funds
ETFs
Younger Boomers
Table E-17A : Ownership of securities - Summary
Base: All U.S. Households
Questionnaire Pages E-5, Q.10a; E-10, Q.17, Col A; E-4, Q.8a, Col A
Source: The 2014–15 MacroMonitor
Page 9
Mean Values Of Securities ($000s)
$500
$450
$400
$350
$300
$250
$200
$150
$100
$50
$0
Securities* (Net)
Publicly Traded
Stock*
Stock Provided By Stock In A Closely
An Employer's
Held, Non-Traded
Profit Sharing Plan
Company
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Closed-End
Funds*
Younger Boomers
Tables E-17B_MEAN, E-17B_2, E-17B_3: Mean value of all securities, publicly and non-traded stock, and closed-end funds ($000s, excl. 0) (*missing
value substitution applied)
Base: Own specific security
Questionnaire Page E-10, Q.17, Col B, Net Items 1-15 And Items 1-4
Source: The 2014–15 MacroMonitor
Page 10
Incidences Of Having Life Insurance
70%
60%
50%
40%
30%
20%
10%
0%
Life Insurance
Group Life Group Obtained Group Obtained Individual Life
Whole Or
(Net)
Insurance (Net) Through an
Through an Insurance (Net) Universal Life
Employer
Organization
Insurance (Net)
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Younger Boomers
Tables L-2, L-5: Incidences of having various types of life insurance
Base: All U.S. Households
Questionnaire Pages L-1, Q.2; L-2, Qs.4a, Cols A,B, Q.5; L-3, Qs. 6a, 7a; L-4, Q.8a
Source: The 2014–15 MacroMonitor
Page 11
Incidences Of Having Homeowner's Or
Renter's Insurance On Primary Home
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Any (Net)
Homeowner's (Net)
Renter's (Net)
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
None
Younger Boomers
Table G-3a : Incidence of having homeowner's or renter's insurance on primary residence
Base: All U.S. Households
Questionnaire Page G-1, Q.3a
Source: The 2014–15 MacroMonitor
Page 12
Incidences Of Having Loans
On Primary Home
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Any (Net)
First Mortgage
Junior Mortgage
(Net)
Second Mortgage Home Equity Line
Of Credit
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Younger Boomers
Table G-6a : Incidence of having loans on primary residence - Summary
Base: Own home
Questionnaire Page G-2, Q.6a, Cols A,B,C
Source: The 2014–15 MacroMonitor
Page 13
Mean Debts On Primary Home ($000s)
$180
$160
$140
$120
$100
$80
$60
$40
$20
$0
Total Debt (Net)
First Mortgage
Junior Mortgages Second Mortgage Home Equity Line
(Net)
Of Credit
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Younger Boomers
Table RE5, G-14A, G-14BC, G-14B_MVSA, G-14C_MVSA: Mean debts on primary home ($000s, incl. 0) (missing value substitution applied)
Base for Total Debt: Own home
Base for other loans: Have type of loan on primary home
Questionnaire Page G-4, Q.14, Cols A, B, C
Source: The 2014–15 MacroMonitor
Page 14
Incidences Of Owning Retirement Accounts
80%
70%
60%
50%
40%
30%
20%
10%
0%
Any Retirement
Account Or
Pension (Net)
Fully-Vested
Pension
IRA/SEP
401(k), 403(b),
or 457 Plan
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Individual
Annuity
Keogh
Younger Boomers
Table F-4 : Ownership of retirement products (Summary)
Base: All U.S. Households
Questionnaire Section F
Source: The 2014–15 MacroMonitor
Page 15
Mean Amounts Held In
Retirement Accounts ($000s)
$900
$800
$700
$600
$500
$400
$300
$200
$100
$0
Retirement
Accounts (Net)
IRA/SEP
401(k), 403(b), Or
457
Annuity
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Keogh
Younger Boomers
Tables F-BAL, F-4g, F-6g, F-ANNBAL, F-5: Mean amounts held in retirement accounts (pension not included) ($000s) (missing value substitution
applied)
Base: Own type of retirement account
Questionnaire Pages F-3, Qs. 4g, 5; F-5, Q.6g; F-7/8, Qs. 9d, 10d, 11d, 12d
Source: The 2014–15 MacroMonitor
Page 16
Household's Financial Strategy
50%
40%
30%
20%
10%
0%
Have Specific Financial Have General Financial
Strategy
Strategy
Have A Partial But
Incomplete Financial
Strategy
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Have No Financial
Strategy
Younger Boomers
Table N-1 : Household's financial strategy
Base: All U.S. Households
Questionnaire Page N-1, Q.1
Source: The 2014–15 MacroMonitor
Page 17
Household's Financial Confidence
50%
40%
30%
20%
10%
0%
Extremely
Confident
Very Confident
Somewhat
Confident
Not Very Confident
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Not At All
Confident
Younger Boomers
Table N-2 : Household's financial confidence
Base: All U.S. Households
Questionnaire Page N-1, Q.2
Source: The 2014–15 MacroMonitor
Page 18
How Household Would Use
Unexpected $25,000
70%
60%
50%
40%
30%
20%
10%
0%
Spend It On
Pay Off Some Put It In Savings Or Donate To Family
Something The
Household Debts
Investments
Or Charity
Household Wants
All U.S. Households
Millennials
Generation X
Older Boomers
Silent Generation
Greatest Generation
Other
Younger Boomers
Table B-1a : Uses for unexpected $25,000
Base: All U.S. Households
Questionnaire Page B-1, Q.1a
Source: The 2014–15 MacroMonitor
Page 19
For More Information
Consumer Financial Decisions:
Larry Cohen
lcohen@sbi-i.com
+1 609 378 5044
Kathi Barringer
kbarringer@sbi-i.com
+1 609 378 5041
Kathryn Spring
kspring@sbi-i.com
+1 804 272 0270
Source: The 2014–15 MacroMonitor
Page 20
United States
England
Menlo Park
333 Ravenswood Avenue
Mail: 405 El Camino Real #120
Menlo Park, California 94025
Telephone: +1 650 859 4600
Fax: +1 650 859 4544
Knollys House
17 Addiscombe Road
Croydon, Surrey
CRO 6SR, England
Telephone: +44 (0) 20 8686 5555
Fax: +44 (0) 20 8760 0635
Princeton
P.O. Box 2410
Princeton, New Jersey
Telephone: +1 609 378 5044
Fax: +1 650 859 4544
www.strategicbusinessinsights.com
Source: The 2014–15 MacroMonitor
Japan
Parkside House 3F.
2, Ichibancho, Chiyoda-ku
Tokyo 102-0082, Japan
Telephone: +81 3 3222 6501
Fax: +81 3 3222 6508