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市場調查報告書
網路存款帳戶相關消費者動向
Consumer Attitudes to Online Savings
| 出版商 |
Datamonitor |
| 出版日期 |
2009年10月 |
商品編碼 |
101283 |
| 內容資訊 |
英文 76 pages |
| 價格 |
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網路存款帳戶相關消費者動向 是由出版商Datamonitor在2009年10月所出版的。
這份英文市場調查報告書包含76 pages 價格從美金4495起跳。
Abstract
Introduction
Consumer attitudes toward using the online channel for savings and investment
activity are evolving. Ongoing technological advancement alongside growing
confidence and use of all online platforms is driving these shifts in
attitude. Savings and investment providers must understand how consumers feel
about and actually use the online channel in order to maximize the advantages
it can bring.
Scope of this research
- Using global data from our FSCI survey this report identifies how consumer
attitudes towards the online channel are changing.
- The report analyzes the causes of these shifts and identifies strategies
that can be employed by S&I providers to attract & retain online customers
- The report discusses real world examples of what savings providers are
doing online, and action points on developing an effective online strategy.
Research and analysis highlights
While online banking and online savings and investment activity is increasing,
only 43.9% of online users globally are registered to use online savings
platforms. While growth has been positive, there remains ample room for
further development in all markets.
Online savers are more sophisticated and nuanced than stereotypes of online
users would suggest. Characterised primarily by a greater willingness to make
their own financial decisions and comfort in undertaking their own research
online, online savers represent a financial literate high value target market
for providers.
Fears over the security and stability of online savings and investment
platforms and institutions remains the critical hold-up to wider uptake.
Institutions and service providers must tread a careful balance of reassuring
consumers without removing the ease of use and functionality of the online
channel.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey,
enabling you to understand shifting online attitudes and behaviours.
- Identify why these changes are occurring, and understand the future
implications of the online channel.
- Identify actionable proven strategies that can help encourage consumers to
engage with the online channel.
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION
- Financial Services Consumer Insight: dispelling the myths surrounding
online behaviors
- Understanding consumers' attitudes towards financial services is vital
for providers
THE FUTURE DECODED
- Trend: Online activity is growing globally
- Falling technology prices and growing infrastructure are driving growth
in all regions
- Insight: Online savings are now held by 43.9% of consumers with internet
access
- Japan has the highest penetration of online savings
- All age groups use online savings, but 35 - 49 year olds account for 37%
of all online savers
- Online banking will not replace traditional methods in the eyes of savers
- Insight: Consumers registered to use online savings hold a greater number
of financial service products
- Online savers are more active in almost all savings product categories
- Online savers also hold a greater variety of financial service products
- Online savers tend to save more, with some notable exceptions
- Online savers are also more likely to buy other financial service
products online
- Trend: Online savers break the mold
- Online savers key differentiator is in their attitudes and confidence
regarding financial services
- Online savers are driven by a range of concerns
- Insight: Online savers are intelligent and nuanced, and are driven by more
than just budget concerns
- Insight: Online savers are comfortable making their own financial decisions
- Online savers show a preference for free, online financial information
- Online availability is not a top priority for online savers when making
financial decisions
- Online savers are strongly driven by liquidity concerns
TREND: MOBILE PHONE USE HAS SURPASSED ONLINE PENETRATION
- Insight: Mobile savings activity is subject to regional variations
- Insight: Mobile savings has the most potential in developing markets
- Trend: Web 2.0 is being used to push savings
- Insight: Web 2.0 draws consumers in deeper
- Dynamic content can help enhance control and functionality
- Social networks are already being used to drive savings
- Social media can also prove harmful as disgruntled customers can now
reach a wider audience
- Trend: Security and stability is critical to online savings activity
- Online savers in countries with high rates of online savings show lower
rates of concern
- Insight: The security and stability of saver institutions is increasingly
important to online savers
- Perceived versus real risks of collapse
- Insight: Fear of fraud is detrimental to online savings and investment
activity
- Security must be visible without becoming inconvenient
ACTION POINTS
- Action Point: Integrate online savings and investment with other forms of
online financial activity
- Action Point: Move beyond price and functionality as your unique selling
point
- Action Point: Use mobile banking to reach developing markets
- The remittance market has strong potential for mobile savings products
- Action Point: Use Web 2.0 effectively and avoid technology for the sake of
it
- Action Point: Security and stability measures need to be seamless but
nonetheless visible
- Education against fraud and phishing scams will help ease consumer fears
- Provide seamless, but nonetheless visible security protocols
APPENDIX
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Internet penetration by region, 2000 - 2008
- Table: Internet penetration by country, 2000 - 2008
- Table: Number of internet users by region as of March 2009
- Table: Share of internet users registered to use online savings
- Table: Share of consumers by country registered to use online savings
- Table: Age breakdown of online savers, 2009
- Table: Consumer attitudes to online and branch banking
- Table: Online registration rates for online saver and non-online savers
- Table: Share of consumers with savings products
- Table: Share of consumers with financial service products
- Table: Average amount saved each month by country ($)
- Table: Share of consumers buying products by type directly from financial
service providers
- Table: Share of consumers buying products by type from price comparison
websites
- Table: Online registration by consumer and product type
- Table: Share of online savers by consumer type by country
- Table: Online saver, and other consumer, level of education
- Table: Online saver, and other consumer, attitudes to finance*
- Table: Current levels of concern, and future action over savings and
investment*
- Table: Factors influencing online savers purchasing decisions*
- Table: Reasons for savings product purchase by share of consumers
- Table: Communication technology penetration by region (per 100 population)
- Table: Arica, mobile cellular subsriptions (per 100 population)
- Table: Level of concern over the security of online banking*, and online
savings rates, by country
FIGURES
- Figure: The number of internet users globally has more than doubled in
eight years
- Figure: Growth by individual countries shows the scope for growth in the
BRIC region in particular
- Figure: There were 1.59 billion internet users globally as of March 2009
- Figure: Nearly 44% of consumers are registered to use some form of online
savings
- Figure: Japan has the highest rate of online savings at 72.4%
- Figure: 35 - 49 year olds are the largest age group for online savings and
investment activity
- Figure: Online savers feel more strongly about face to face banking than
non-online savers
- Figure: Online savers are significantly more active than non-online savers
in other online banking areas
- Figure: Online savers have more savings and investment products altogether
- Figure: Online savers are more active in almost all financial service
product categories
- Figure: In most but not all regions online savers save more each month
- Figure: Online savers are likely to buy online direct from companies
rather than from comparison sites
- Figure: Online savers are much more likely to use price comparison websites
- Figure: 59% of online savers have at least some university level education
- Figure: Attitudes to finance show online savers are more concerned about
their savings
- Figure: Online savers are more likely to act on their concerns, reflecting
their greater confidence
- Figure: Conscientious consumers are the most active across all types of
online savings
- Figure: Due to their high volume in each market, budget consumers are the
largest users of online savings
- Figure: Online savers are comfortable independently researching their
savings options
- Figure: Financial stability has become the most critical factor for online
savers
- Figure: Nearly half of online savers place a strong emphasis on savings
liquidity
- Figure: Mobile coverage is 32 times more prevalent in Africa than fixed
telephone lines
- Figure: Since 2000 mobile phone subscriptions in Africa have had a CAGR of
43 - 44%
- Figure: Real time and rich savings information can help to increase the
user experience
- Figure: Smartypig has successfully added social networking to help drive
savings
- Figure: Smartypig deposits are forecast to reach $500m by the end of 2009
- Figure: Social networking allows negative images to be spread as easily as
positive ones
- Figure: The run on Northern Rock marked a downturn in UK saver confidence
- Figure: All consumers show some concern over the security of online banking
- Figure: Icesave explicitly showed its backing by Landsbanki in an attempt
to look stable
- Figure: The professional look of phishing scams fool many online savers
- Figure: Using two-way engagement via Web 2.0 functionality can help
personalize a brand image
- Figure: USAA' s advertising is explicit regarding the company' s lack of a
need for a government bailout
- Figure: Messages targeted at the point of fraud are likely to have a
stronger impact on consumers
- Figure: High visibility airport security helps act as a deterrent while
reassuring passengers
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