Sweden Retail Banking Analysis by Consumer Profiles (Older Gen Z, Gen X, Boomer, Younger Millennial and Millennial)

Sweden Retail Banking Analysis by Consumer Profiles (Older Gen Z, Gen X, Boomer, Younger Millennial and Millennial)


This report - which is part of a series of Sweden content including country analysis and competitor benchmarking – looks at five different customer personas in Sweden. It explores their financial goals, unmet needs, and banking preferences while providing actionable steps for financial providers to take to achieve high levels of retention and to cross-sell effectively and accordingly.

Based on the consumer profiles covered in this report a few general results can be gleaned. For example, most customers conduct their banking digitally either on a mobile app or on a provider’s website. However, despite the digitalization of retail banking, consumers generally still hold a reasonably strong preference for the use of branches when it comes to big tasks like applying for a mortgage. The advantage of this report lies in the findings that are unique to individual profiles. Customers that match the profile of Mark, a 55+ year old mass affluent married professional, are the most unlikely to pay for premium features. They are also more likely than most to want to make use of a branch regularly and value branch services when conducting the majority of his banking needs.


  • Across almost all consumer profiles, online and mobile banking were the two most commonly used channels. However, several consumer profiles showed a strong preference for branch access for certain banking activities.
  • Loyalty rewards are a common cause of dissatisfaction.
  • Mass affluent customers are likely to be more willing to pay for preferential cashback than any other premium feature a bank could offer.
Reasons to Buy
  • Understand how preferences vary between different types of consumer.
  • Access the latest consumer survey data on channel behavior, provider preferences, and product holdings.
  • Identify the areas for improvement that matter to specific consumers.
  • Benefit from the provision of actionable steps that can help your business target specific customer profiles.

  • Cluster Methodology
    • GlobalData's Personas Explained
  • Erik
    • Older Gen Z: Erik
  • Elisabeth
    • Younger Gen X: Elisabeth
  • Mark
    • Boomer: Mark
  • Freja
    • Younger Millennial: Freja
  • Maja
    • Millennial: Maja
  • Appendix
    • Methodology
    • Further Reading
    • About GlobalData
    • Contact Us

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook
Cookie Settings