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THE Millennial

Disruption 53% 71%


Index don’t think
their bank of-
fers anything
different than
other banks.
would rather go
to the dentist
than listen to
what banks are
saying.

Identifies the
industries most likely Banking
to be transformed is at the
by Millennials, the highest
largest generation in risk of
American history. disruption. 1 in 3 are open to switching
banks in the next 90 days.

3 years “I don’t see the


• difference
15 categories Risk
between my bank
• and all the others.”
200+ interviews

10,000+ respondents

Online Personal Mobile Discount Household Banking


Methodology: Computing retail Goods

The data represented illumi-


nates key findings from the
Millennial Disruption Index
(MDI), a three-year study of in-
dustry disruption at the hands
of teens to thirtysomethings.
Millennials, a generation born Love
1981–2000 and more than 84
million strong in the U.S. alone,
use technology, collaboration

All 4
and entrepreneurship to create,
transform and reconstruct en-
tire industries. As consumers,
of the leading Banks are among the
their expectations are radically
different than any generation
ten least loved brands by Millennials.
before them.

For the MDI, Scratch surveyed


over 10,000 Millennials about
73 companies spanning 15 in-
dustries. The results paint a
clear picture of which brands
are loved, which are meeting
consumer needs, and which are
poised on the brink of disrup-
tion. The Index also sheds light
on the topline features of com-
68% 70%
in 5 years, the in 5 years,
panies that Millennials rely on way we access the way we
and identify with. our money will pay for things
be totally dif- will be totally
A business category with a low ferent. different.
MDI score is less vulnerable to
disruption. For categories with
a high MDI, Scratch forecasts
disruption is imminent.

Scratch is a creative and strate- Nearly They believe


gic SWAT team that channels the
power of Viacom’s portfolio in
half innovation
new ways. For more information
and the complete study, contact are counting on
will come
us at scratch@viacom.com. The change will tech start-ups to from outside
be seismic. the industry.
overhaul the way
banks work.

33%
73%
would be more excited about a
new offering in financial services
from Google, Amazon, Apple,
believe they
PayPal, or Square than from their
won’t need a
own nationwide bank.
bank at all.

©2013 Viacom Media Networks

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