There is a perception in thefinancial services arena that Gen Y consumers are predominantlydigital bankers, whipping out their mobile phone or grabbing theirtablet whenever they need to access their accounts or make atransaction. In reality, this is only part of the picture.

While Gen Y consumers, ages 21 to 34, are leading the digitalrevolution with mobile and tablet usage, they are not abandoningthe traditional, higher-cost channels such as branches and callcenters. In fact, they continue to be the highest users of highcost channels.

This simultaneous desire for both digital and traditionalchannels frustrates credit unions and paints Gen Y consumers as“high maintenance.”