CHICAGO—Nearly all millennials are digital consumers, but it's important to remember that not all digital consumers are millennials, Jim Marous, publisher of The Financial Brand, told his audience Thursday audience at BAI Retail Delivery.

Marous co-presented a session called "From Bricks to Click: Reaching the Digital Consumer 3.0," along with Benjami Puiddevall, head of electronic channels at CaixaBank in Spain.

To make his point, Marous polled the audience on its social media usage. Not surprisingly, a majority of people raised their hands.

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