Abstract
Affinity Metrics offers a detailed analysis of the results of Finaccord' s research into consumer distribution channel usage for a range of financial and other services as they pertain to eight important affinity categories which can be described as ' non-universal' by virtue of the fact that they do not embrace all consumers. Namely, these non-universal affinity categories are supporters of charities, current and former alumni of educational institutions, supporters of football or other sports clubs, members of loyalty schemes, regular readers of particular newspapers or magazines, members and close relatives of members of professional or trade associations, members and close relatives of members of trade unions, and employees of businesses or other organisations.
In particular, the study seeks to provide in-depth data concerning the characteristics of consumers who classify themselves as belonging to these affinity categories and, in addition, to offer data describing the take-up rates among members of these affinity groups for 25 financial and three other products and services, including computation of the approximate number of customers captured by each affinity category that is implied by the results. Furthermore, by way of contrast and in order to set a benchmark for the eight non-universal affinity channels, it also provides equivalent data sets for two major ' universal' affinity categories to which all consumers can be said to belong, namely the Post Office and supermarkets and other retailers.
Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- Almost 39 million adult consumers in the UK are members of at least one loyalty scheme
- Members of non-universal affinity categories tend to earn more than the average across all adults
- Charity credit cards are the most popular form of affinity card org. through not-for-profit entities
- For all but a handful of prods. and servs., football and other sports clubs offer little or no potential
- A high number of loyalty scheme members converts into some apparently impressive sales vols.
- Media affinities can be used to promote a fairly broad array of financial and other prods. or servs.
- Acquisition rates through professional and trade associations are notably high for dental insurance
- Over one million personal motor ins. policies are in force through the retailer distribution conduit
- Legal services organised by trade unions attract comparatively high utilisation rates
- The impact of the worksite is particularly high for pensions and different forms of health insurance
- Affinity marketing opportunities are also in evidence for legal, telecoms and utilities services
1.0 INTRODUCTION
- Research rationale
- This research provides a detailed analysis of eight important non-universal affinity categories
- … with results presented across 25 financial and three other products and services
- … and compared with that gathered for both the Post Office and supermarkets and other retailers
- Research sample and mechanics
- Finaccord
- Other UK consumer research publications
- UK affinity and partnership marketing publications
- IPT / Tpoll
2.0 AFFINITY CHARACTERISTICS
- Introduction
- The number of cons. belonging to each affinity category exceeds 10 million in all but one case
- Age profile of affinity group members
- Between the ages of 25 and 64, members of loyalty schemes are the most numerous
- … while supporters of charities are characterised by the highest average age
- Annual household income profile affinity group members
- Cons. earning over £50,000 per annum are least likely to be accessible through trade unions
- … although trade union members and their relatives boast the third highest ave. annual income
- Data tables
- Charities
- Educational institutions
- Football and other sports clubs
- Loyalty schemes
- Newspapers and magazines
- Professional and trade associations
- Trade unions
- Worksite
3.0 AFFINITY PERFORMANCE
- Introduction
- An implied number of customers can be computed for each prod. or service and each channel
- … with results for the 28 financial and other prods. and services grouped into six product families
- Charities
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Customers acquiring through charities are most numerous for credit cards and pet insurance
- Educational institutions
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- For just one service does the implied number of customers exceed the 100,000 threshold
- Football and other sports clubs
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Telecoms and utilities services
- Overview of implied numbers
- Football and other sports clubs appear to be generating very weak affinity sales volumes
- Loyalty schemes
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other financial services
- Legal, telecoms and utilities services
- Overview of implied numbers
- A significant proportion of members acquire through loyalty schemes in several instances
- Newspapers and magazines
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Media affinity groups appear to be particularly well-suited to legal and telecoms propositions
- Post Office
- Personal life and non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- The Post Office intermediates a significant volume of products or policies in a number of cases
- Professional and trade associations
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Professional and trade associations offer a broad array of financial and other product or services
- Supermarkets and other retailers
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Customers acquiring through retailers are most numerous for credit cards and mobile insurance
- Trade unions
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Members of trade unions quite frequently acquire legal services and ins. through their union
- Worksite
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Niche insurance
- Lending products and associated insurance
- Savings and investments
- Legal, telecoms and utilities services
- Overview of implied numbers
- Personal / stakeholder pensions and private medical ins. are often acquired at the worksite
GRAPHICS / TABLES
- The financial services dist. channel universe - major non-universal affinity categories and other partner orgs
- Sample breakdown by age group, household income band and geographical location
- Age group distribution of adult affinity group members in the UK, 2007
- Average age of adult affinity group members in the UK, 2007
- Average annual household income group distribution of adult affinity group members in the UK, 2007
- Average annual household income of adult affinity group members in the UK, 2007
- Analysis of supporters of charities by gender, age group and annual household income, 2007
- Analysis of current and former alumni of educ. insts. by gender, age group and annual household inc., 2007
- Analysis of supporters of football and other sports clubs by gender, age group and annual household inc., 2007
- Analysis of members of loyalty schemes by gender, age group and annual household income, 2007
- Analysis of regular readers of newspapers and magazines by gender, age group and annual house. inc., 2007
- Analysis of members of professional or trade assoc. by gender, age group and annual household inc., 2007
- Analysis of members of trade unions by gender, age group and annual household income, 2007
- Analysis of employees of businesses and other orgs. by gender, age group and annual household inc., 2007
- % of supporters of charities acquiring motor ins., house. ins. and assoc. pols. through a charity, 2007
- % of supporters of charities acquiring life, accident and health insurance through a charity, 2007
- % of supporters of charities acquiring niche insurance through a charity, 2007
- % of supporters of charities acquiring lending products and associated insurance through a charity, 2007
- % of supporters of charities acquiring savings and investment products through a charity, 2007
- % of supporters of charities acquiring legal, telecoms and utilities services through a charity, 2007
- Implied no. of supps. of charities holding fin. and other prods. or servs. that they acquired through a charity, 2007
- Implied no. of financial services and other policies or contracts currently held acquired through charities, 2007
- % of alumni of educ. insts. acq. motor ins., house. ins. and assoc. pols. through an educ. inst. attended, 2007
- % of alumni of educ. insts. acquiring life, accident and health insurance through an educ. inst. attended, 2007
- % of alumni of educ. insts. acquiring niche insurance through an educ. inst. attended, 2007
- % of alumni of educ. insts. acq. lending products and associated ins. through an educ. inst. attended, 2007
- % of alumni of educ. insts. acquiring savings and investment products through an educ. inst. attended, 2007
- % of alumni of educ. insts. acquiring legal, telecoms and utilities services through an educ. inst. attended, 2007
- Imp. no. of alumni of educ. insts. hold. fin. and other prods. or servs. that they acq. through an educ. inst., 2007
- Implied no. of financial services and other policies or contracts currently held acquired through educ. insts., 2007
- % of supps. of football / sports clubs acq. motor ins., house. ins. and assoc. pols. through the club supp' d, 2007
- % of supps. of football / sports clubs acq. life, accident and health insurance through the club supported, 2007
- % of supporters of football and other sports clubs acquiring niche insurance through the club supported, 2007
- % of supps. of football / sports clubs acq. lending products and associated ins. through the club supp' d, 2007
- % of supps. of football / sports clubs acq. savings and investment products through the club supported, 2007
- % of supporters of football / sports clubs acq. telecoms and utilities services through the club supported, 2007
- Imp. no. of supps. of football / sports clubs holding fin. and other prods. or servs. acq. through club supp' d, 2007
- Implied no. of fin. services and other pols. or contracts currently held acq. through football / sports clubs, 2007
- % of members of loyalty schemes acquiring motor ins., house. ins. and assoc. pols. through a scheme, 2007
- % of members of loyalty schemes acquiring life, accident and health insurance through a scheme, 2007
- % of members of loyalty scheme acquiring other types of financial services through a scheme, 2007
- % of members of loyalty schemes acquiring legal, telecoms and utilities services through a scheme, 2007
- Implied no. of members of loyalty schemes holding fin. and other prods. or servs. acq. through a scheme, 2007
- Implied no. of financial services and other pols. or contracts currently held acq. through loyalty schemes, 2007
- % of readers of news. and mags. Acq. motor ins., house. ins. and assoc. pols. through a news. or mag., 2007
- % of readers of news. and mags. acquiring life, accident and health insurance through a news. or mag., 2007
- % of readers of news. and mags. acquiring niche insurance through a news. or mag., 2007
- % of readers of news. and mags. acq. lending products and associated ins. through a news. or mag., 2007
- % of readers of news. and mags. acquiring savings and investment products through a news. or mag., 2007
- % of readers of news. and mags. acquiring legal, telecoms and utilities services through a news. or mag., 2007
- Imp. no. of readers of news. and mags. holding fin. / other prods. or servs. acq. through a news. or mag., 2007
- Implied no. of financial services and other pols. or contracts currently held acq. through a news. or mag., 2007
- % of all consumers acquiring personal life and non-life insurance through the Post Office, 2007
- % of all consumers acquiring lending products and associated insurance through the Post Office, 2007
- % of readers of all consumers acquiring savings and investments through the Post Office, 2007
- Implied no. of consumers holding financial products or services that they acquired through the Post Office, 2007
- Implied no. of financial services and other policies or contracts currently held acq. through the Post Office, 2007
- % of members of prof. / trade assocs. acq. motor ins., house. ins. and assoc. pols. through their assoc., 2007
- % of members of prof. / trade assocs. acquiring life, accident and health insurance through their assoc., 2007
- % of members of professional and/ trade associations acquiring niche insurance through their association, 2007
- % of members of prof. / trade assocs. acquiring lending products and associated ins. through their assoc., 2007
- % of members of prof. / trade assocs. acquiring savings and investment products through their assoc., 2007
- % of members of prof. / trade assocs. acquiring legal, telecoms and utilities services through their assoc., 2007
- Imp. no. of membs. of prof. / trade assocs. holding fin. and other prods. or servs. acq. through their assoc., 2007
- Implied no. of financial services and other policies or contracts currently held acquired through their assoc., 2007
- % of all consumers acquiring motor ins., house. ins. and assoc. pols. through a supermkt. or other retailer, 2007
- % of all consumers acquiring life, accident and health insurance through a supermarket or other retailer, 2007
- % of all consumers acquiring niche insurance through a supermarket or other retailer, 2007
- % of all consumers acquiring lending products and associated ins. through a supermkt. or other retailer, 2007
- % of all consumers acquiring savings and investment products through a supermarket or other retailer, 2007
- % of all consumers acquiring legal, telecoms and utilities services through a supermarket or other retailer, 2007
- Implied no. of all cons. holding fin. and other prods. or servs. acq. through a supermkt. or other retailer, 2007
- Imp. no. of financial servs. and other pols. or conts. currently held acq. through a supermkt. or other retailer, 2007
- % of members of trade unions acquiring motor ins., house. ins. and assoc. pols. through their union, 2007
- % of members of trade unions acquiring life, accident and health insurance through their union, 2007
- % of members of trade unions acquiring niche insurance through their union, 2007
- % of members of trade unions acquiring lending products and associated insurance through their union, 2007
- % of members of trade unions acquiring savings and investment products through their union, 2007
- % of members of trade unions acquiring legal, telecoms and utilities services through their union, 2007
- Imp. no. of membs. of trade unions holding fin. and other prods. or servs. that they acq. through union, 2007
- Implied number of financial services and other policies or contracts currently held acq. through their union, 2007
- % of employees acquiring motor ins., house. ins. and assoc. pols. through the worksite, 2007
- % of employees acquiring life, accident and health insurance through the worksite, 2007
- % of employees acquiring niche insurance through the worksite, 2007
- % of employees acquiring lending products and associated insurance through the worksite, 2007
- % of employees acquiring savings and investment products through the worksite, 2007
- % of employees acquiring legal, telecoms and utilities services through the worksite, 2007
- Implied no. of emps. holding fin. and other products or services that they acquired through the worksite, 2007
- Implied no. of financial services and other pols. or contracts currently held acquired through the worksite, 2007
