Household financial behavior in the context of the financial services market digitalization

The article analyzes the impact of the financial services market digitalization on the household financial behavior using the example of students and graduates of universities in St. Petersburg and several cities in Germany. Based on the data of the pilot survey, the frequency of using digital financial services, as well as the attitudes towards them were determined. Potential directions of digital technologies application in the financial sector were identified. Recommendations were given to banks on how to implement such technologies, taking into account country specifics.