Audience Spotlight: Finance Geeks

The Verto Audience Spotlight provides a cross-device, consumer-centric view on a selected audience segment, with a deep dive into user demographics and rich behavioral metrics on an unduplicated audience segment, including media assets across all the key digital devices, and across app and web properties. Last month, we focused on Music Lovers; this month, we take a closer look at Finance Geeks, the top 20% of U.S. adults (ages 18 and above), based on the amount of time they spend per month online with finance brands and content, via apps or websites.

While the volatile cryptocurrency market has occupied the headlines this year, Verto Analytics data reveals that Finance Geeks tend towards the more practical, utilitarian apps and sites like Paypal and back-office workhorses like Quicken – although next-generation trading platforms like Robinhood are gaining traction. Which websites and apps are Finance Geeks using most often, and when? Read our report highlights below, or download the full 12-page report here.

Finance Geeks: A Breakdown by Age

Compared to the U.S. adult online population, the age distribution of Finance Geeks shows a higher representation among older audiences, particularly those above the age of 55. Meanwhile, we see a lower representation among audiences between the ages of 18-34.

Taking a Closer Look – A Day in the Life of a Finance Geek

Beyond demographic data, understanding what a day or week in the life of a Finance Geek looks like provides a much deeper, nuanced understanding of that audience segment as a whole. Which screens and apps do they prefer to use at what times of the day or week, and when it comes to nance-related websites and apps, which brands do they use and when?

When it comes to finance-related activity, we looked at how much time is spent on finance- specific websites and apps over the course of the day. As seen in the chart below, Finance Geeks spend the most time on finance websites and apps using a PC. A further breakdown of Finance Geek activity based on specific website or app and screen reveals:

  • On smartphones, Capital One, Credit Karma, Robinhood, Fifth Third Bank, Chase, PayPal, and Allstate are the most popular websites and apps with peak use occurring at 8:00, 10:00, 13:00, 15:00, and 18:00.
  • On PCs, Quicken, Chase, and PayPal are the most popular websites and apps with peak use occurring at 10:00, 12:00, 14:00, 18:00, and 20:00.
  • On tablets, PayPal, Fidelity, and Robinhood are the most popular websites and apps with peak use occurring at 5:00, 17:00, and 19:00.

Interested in more insights about the digital behaviors and demographics of Finance Geeks? Download the full report here.