ANÁLISE DAADOÇÃO DE APLICATIVOS BANCÁRIOS ENTRE AS GERAÇÕES “BABY BOOMERS” E “Z”

Abstract

The banking industry is one of the most affected by the acceleration of digital transformation in recent years. This technological advance has brought the emergence of innovative companies such as Fintechs and digital banks, causing traditional banks to realize that investing in digital technologies is one way to acquire new customers and minimize their migration to digital banks. Despite all this investment in technology, banks need to understand what leads people to use their apps, especially among the older population, which still resists using apps for banking transactions; and the younger population, which is more willing to try new products and services and uses technology for almost all their daily activities. The UTAUT2 model was used as a theoretical basis. Thus, this research analyzed the perception of the baby boomers and Z generations regarding the adoption of banking applications, addressing the factors that determined how each generation adopts the use of banking technologies. The research was characterized as descriptive, qualitative approach and inductive logic. The data was collected through semi-structured interviews with 20 people. The analyses occurred via Content Analysis. The results suggest that most app users and non-users believe that the greatest advantage of banking apps is convenience. Most respondents from the Z generation use digital banks, unlike the Baby Boomers generation, who still prefer the traditional banks. Furthermore, it was observed a greater resistance on the part of the Baby Boomer generation who, even though they use banking applications, seem to associate the trust factor with the physical existence of the bank and its credibility/history in the financial sector.