Bankers looking to win new business should focus their marketing efforts on 25 to 34 year olds, who are in the "switching hotspot" according to new research.In a paper on the banking behaviour of people in different age groups, RFi research director for Australia and New Zealand Alex Boorman said people in their late teens and early 20s tended to bank with the major banks and did most of their banking with one institution. This was usually a result of school banking programs that got them started with one of the big banks.By the time they get to their mid-20s they are still with one of the Big Four but their propensity to move banks starts to increase as they encounter major "life events", such as career, marriage and first mortgage.Boorman said: "One factor is that their financial needs become more complex and they encounter service failures that have not been an issue previously."The other factor is that life events mean the financial products they are using no longer meet their needs and they start shopping around."A third factor is that banks are not very good at communicating with people in this age group."Young people, in particular, do not feel engaged in branches," Boorman said.He said one interesting finding from a study of 25 to 34 year olds was that concentration of banking products with one institution did not stop people switching.One reason banks are keen to increase share of wallet is that they think this will help them hold on to customers longer (because who wants to go through the bother of moving all those accounts?).People in their mid-to-late 20s have very high product concentrations with their main financial institutions but show up in RFi's surveys as the group most inclined to switch."Banks need to re-think how they use life events in their marketing strategies," Boorman said."In the UK people leaving university and moving into the workforce are offered graduate packages. We don't see those here. There are no incentives for first-home buyers to save for their mortgage deposit."