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The topics addressed in the research are related to the aspects of greatest interest to its users: financial digitization of the banked population; competitive positioning of financial institutions (notoriety, penetration, preferential penetration and market share); registrations and abandonments of financial relations in the last year; quality of service; NPS; use of relationship channels; image of financial entities; extensive use of the financial offer: relationship accounts, financial debt, savings and investment products, cards, services and insurance.
The possibilities of data segmentation are very wide and in addition to the most pertinent classification variables (sex, age, socioeconomic status, geographical area of residence, income of the family unit, etc.) others are included, such as financial digitization (digital financial, digital financial that carry out operations, digital but not financial and non-digital) or the use of relationship channels (omnichannel, exclusive digital, traditional).
Some results obtained in this research for the Spanish market are shown.
