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Study CUs more active than banks in reaching teens
CHICAGO (2/27/09)--Credit unions are more active than banks in reaching teens to solicit their business, says a new survey by Mintel Comperemedia. Mintel, which monitors direct mail, e-mail and print advertising, observed financial products and services targeted at teens and their parents (Business Wire Feb. 25). A search of Mintel’s database for campaigns referencing the teen market from January through October 2008 collected 51 results--two-thirds of which came from credit unions. The survey also indicated that nearly four out of five teens (79%) surveyed consider themselves knowledgeable about financial matters. However, the Federal Reserve’s 2008 test of high school seniors indicates teens are falling behind in personal finance education. The test revealed an average financial literacy score of 48%--four percentage points lower than the average score of 52% in 2006. Most teens said they learn about money from their parents (87%), while two-thirds said they learn about finances through school lessons, the survey indicated. Many credit unions work through the National Endowment for Financial Education to present school classroom financial education.
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