Forget Food Delivery: Consumers More Hungry to Automate Their Finances Than Any Other Daily Task
Nearly 60 percent of Americans expect to use a robo advisor by 2025
Charles Schwab’s Consumer Digital Demands, a survey of 1,000 U.S. consumers, reveals that Americans are more likely to automate their day-to-day finances than other daily activities. Roughly a quarter of those surveyed say they would sooner automate their day-to-day finances than rely on technology to get food delivered (22%), find a date (18%), diagnose a minor health issue (13%), or drive a car (11%).
Americans also have confidence that technology can make the financial planning process easier. Among those surveyed, planning today is considered as difficult as training for a marathon, but the majority (56%) would like the creation of a financial plan to be at least as easy as booking a hotel room.
But while technology is a natural first step to getting basic tasks accomplished, access to a person is still essential for most people. Eighty-six percent of consumers prefer brands that make it easy to interact with a real person, and 43 percent still prefer more human assistance over automation even for daily financial activities. Specific to their finances, consumers want access to a person who can guide them through bigger money matters such as portfolio management or developing a financial plan. In fact, just 16 percent think they can primarily automate the creation of a financial plan.
“So many people simply don’t invest for their future because they don’t know where to start,” says Tobin McDaniel, Charles Schwab senior vice president of digital advice and innovation. “Consumers today expect a combination of technology to remove roadblocks and access to a person when they need some extra help, and how they invest should be no different.”
The future of finance is robo (and people)
When asked what recent innovation or technology is most likely to shape the future of finance, Americans believe that robo advisors will have the most significant impact. Nearly half (45%) say robo advisors will have the biggest impact on the future of finance, compared to:
Artificial intelligence (28%)
Big data (21%)
Virtual reality (12%)
Beyond managing their money, Americans expect to use robo advisors more than any other technology in their daily lives. More than half of Americans (58%) say they will be using robo advice on a regular basis by the year 2025, compared to artificial intelligence (55%), virtual reality (54%), augmented reality (43%), and cryptocurrency (36%). Of people who express affinity for robo advice, 70 percent also want help from a person for more complex questions and situations.
People still need people
Even as the world becomes increasingly tech-driven, the ability to talk to a person drives trust. Within an online or mobile app experience, access to a person is the second biggest driver of consumer trust (closely following “ease of use”) and more than data security or the design of the user experience. Seventy-nine percent of people want easy access to human customer service even in a digital experience (mobile app or online). Additional findings include:
From home repairs to shopping, Americans are split between relying solely on technology versus people for decision-making: 52 percent prefer to use technology to get things done while 48 percent prefer interacting with another person.
When it comes to consumer trust in financial services firms, high-quality customer service is the #2 overall driver of trust, behind security of personal information and data.
Access to a person can also lead to deeper engagement with money and investing: 64 percent of people say they would spend more time investing if they had easy access to a financial advisor when needed.
“As people’s finances get more complex, they increasingly want access to a human advisor,” says McDaniel. “Leveraging technology to automate ongoing tasks means we can lower costs and drive scale to give more people access to financial advice and planning than ever before.”
The more generations change, the more they stay the same
According to Schwab’s survey, the desire to use a combination of technology and humans to lend a hand is consistent across generations:
Not surprisingly, Millennials are fans of using technology for money management: 75 percent say it has given them peace of mind; 71 percent say technology has helped them reach financial goals; and 56 percent say it’s helped them get out of debt.
But at the same time, 82 percent of Millennials still prefer brands that make it easy for them to talk to a person; 79 percent prefer to build their financial plan by using a combination of automation and people or by relying almost entirely on human assistance.
Boomers prove to be surprisingly comfortable with technology: 43 percent of Boomers are more comfortable relying on technology than people to answer questions and solve problems.
Boomers report that technology has helped them improve their financial lives as well: 51 percent say technology gives them peace of mind when it comes to finances, and 44 percent say technology has helped them reach financial goals.
About Schwab’s Consumer Digital Demands Survey, Charles Schwab
About Schwab’s Consumer Digital Demands Survey
The online study was conducted by independent research firm Edelman Intelligence among 1,000 U.S. general population adults over the age of 18 between July 25, 2018 and July 31, 2018. General population respondents were weighted to be nationally representative based on most-recent U.S. Census data. The study has a margin of error of ±3.1% at the 95% level of confidence.
About Charles Schwab
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Through its operating subsidiaries, The Charles Schwab Corporation (NYSE: SCHW) provides a full range of securities brokerage, banking, money management and financial advisory services to individual investors and independent investment advisors. Its broker-dealer subsidiary, Charles Schwab & Co., Inc. (member SIPC), and affiliates offer a complete range of investment services and products including an extensive selection of mutual funds; financial planning and investment advice; retirement plan and equity compensation plan services; compliance and trade monitoring solutions; referrals to independent fee-based investment advisors; and custodial, operational and trading support for independent, fee-based investment advisors through Schwab Advisor Services. Its banking subsidiary, Charles Schwab Bank (member FDIC and an Equal Housing Lender), provides banking and lending services and products. Edelman Intelligence is not affiliated with the Charles Schwab Corporation or its affiliates. More information is available at www.schwab.com and www.aboutschwab.com.
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