Consumer Digital Demands Survey found an interesting common denominator across investors of all ages. Whether online automation is your native tongue, or you’d rather get a root canal than spend time managing your own investments, almost every investor would prefer to have it all: easy online tools, plus easy access to a financial professional when assistance is in order. Schwab hired an independent research firm to conduct its survey this summer, polling 1,000 U.S. adults. One data point I found particularly interesting: 70% of those surveyed agreed that “robos are a good start, but they expect to need more personal service for more complex situations.” If you break that down among age groups, agreement remained strong:Are you closer to 22, 42 or 72 years old? Regardless, a 2018 Charles Schwab
- 78% of millennials, 72% of Gen X and 64% of Boomers somewhat or strongly agreed they still highly valued the human touch.
- 80% of those surveyed agreed that “Ease of use” was important, making it the top driver of trust in digital experiences.
- 79% of those surveyed agreed that “Easy access to human customer service” was important, which means it came in a very close second.