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市場調查報告書
線上比價網站的消費者動向
Consumer Attitudes to Online Price Comparison Sites
| 出版商 |
Datamonitor |
| 出版日期 |
2009年10月 |
商品編碼 |
103015 |
| 內容資訊 |
英文 42 pages |
| 價格 |
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線上比價網站的消費者動向 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42 pages 價格從美金4495起跳。
線上比價網站對於消費者而言，已成了自行調查金融服務（FS）商品，以有效靈活操作財務的重要工具。
本報告書內容包括：蒐羅探索今日消費者對於線上比價網站之意識的調查資料，內容綱要摘記如下：
概要
比價網站全球性的抬頭
- 全球消費者認同比價網站作為一種金融服務商品新購買手法的魅力
- 在先進國家的所有傾向方面，英國消費者在購買商品時最常使用個人電腦（PC）
- 從Datamonitor的FS消費者意識調查資料可知，在EU雖可見具成長性的市場出現，但障礙也同時存在
- 西班牙市場雖可見成長性，但是要改變積習從主要銀行管道離開，將極度困難
- PC利用率高的另一面，對於FS商品的認識度很低的義大利，是個沉睡中的廣大市場
- 討厭PC的消費者偏好直接臨櫃，或是透過熟人關係取得建議
- 全球透過比價網站購買汽車保險的情況最多
- 與透過比價網站購買產品時相比，透過線上郵購搜尋金融商品時，更能看出不同的消費者喜好
- 即使是經由線上郵購購買，價格仍無法決定一切
- 地區特有的嗜好將影響購買商品背後的決策
- 消費者選擇比價網站的優先標準是「以往的使用經驗」，接著是廣告
- 消費者將受到顧客、或是網際網路等廣告所吸引
- 對於比價網站產業而言忠誠度很重要
案例研究：英國的比價市場
- 英國消費者對於比價網站的信賴程度勝過任何金融商品供應商。與經理人相比，其差距更為顯著
- 「搜尋者」或「潛在顧客」存在著很大的機會轉換成「購買經驗」者
- 理解「購買業績」顧客層是成熟的高度競爭市場的成功要素
- 比價網站可讓高齡消費者層亦如同年輕消費者層般簡單接受
- 比價網站使用者與總口相比，並非對價格意識特別強，而應有其他的動機
- 此處信用也是區隔「搜尋者」、「潛在顧客」、「購買經驗者」3種層別的一大要素
- 「購買經驗者」比起品牌，對於價格抱持更大的關心，會到處尋求符合希望的商品
- 適合各消費者層所透漏之獨特的財政判斷的不同對應手段
- 購買經驗者是以獲得財務建議為目的來隨意使用網際網路
- 「購買經驗者」層與其他層別相比，最大的不同點在於，會為了獲得建議或是尋找最大/最小回報商品的優先順序評估而使用網際網路資源
- 「搜尋者」及「潛在顧客」層強烈傾向從主要交易銀行或友人、家人處取得建議
- Datamonitor所定義之「新興消費者層（Emerging Consumer segment）」將比價網站上的重要動向區隔明確化
- 比價網站期待預算優先考量之消費者層內的高使用率及購買率
- 即使是可強烈對抗不景氣的消費者，從「搜尋」到「購買」的轉換率也很低
- 比價網站的信用度能夠充分緩和慎重的消費者的恐懼
- 意識較高的消費者能夠有效活用比價網站的服務於自我資產的維護
行動的要點
- 行動的要點：若要追求留住顧客的手段，比價網站應提供廣大眾多的商品線
- 行動的要點：比價網站需提昇消費者人機互動的水準，或是努力創造類似的形象
- 行動的要點：若要提昇留住顧客的成果，需與終端商品同樣地去建構比價網站的口碑
- 行動的要點：組合銷售或打造套裝商品的機會對於金融服務商品來說必然有效果
- 行動的要點：比價是價值比較的一環
- 行動的要點：若要化不景氣和壓力變成助力，在競爭激烈的英國，比價網站應該以捷足先登既有業者尚未涉足的領域為目標。
附錄
圖表
Abstract
Introduction
Online price comparison sites have become a important tool for consumers
wanting research FS products themselves and take greater control of their
finances.
Scope of this research
- Using global consumer data, this report provides insights on the potential
for the development of price comparison sites globally
- The UK is the most advanced of aggregator markets. This report gives an
in-depth analysis of consumer attitudes & behaviours in this country
Research and analysis highlights
The global financial crisis has increased the levels of doubt and confusion
within the financial services industry. Consumers find the independence and
transparency provided by price comparison sites particularly attractive in
this confusing landscape.
PCS, although involved or indeed owned by financial institutions, have managed
to emerge untarnished by the same distrust affecting the advisors and brokers.
PCS have managed to maintain an image of independence, with the appearance of
having the best interests of the consumer at heart.
There is a perception that it is the younger, more technologically aware
consumers who are using the PCS to their full advantage. However this doesn' t
appear to be the case when looking at our data. The two largest demographics
among the bought segment are the 35-49 year olds and the 50-64 years olds.
Key reasons to purchase this research
- Understand the global opportunity for developing aggregator sites outside
of the UK
- Understand what consumers want from these sites and what promotes loyalty
to the site over the FS provider
- Access Datamonitor' s FS Consumer Insight survey data to better understand
consumer attitudes and behaviours
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
THE GLOBAL RISE OF PRICE COMPARISON SITES
- Globally, consumers are attracted to price comparison sites as an
alternative method of buying FS products
- UK consumers are most likely to use PCSs to make a purchase, indicative
of the developed market
- Datamonitor' s FS consumer insight survey data reveals high potential for
expansion in some EU markets, though barriers to growth do exist
- The Spanish market reveals potential but it will be hard work prising
custom away from the primary bank channel
- The high use of PCSs for utilities but low knowledge of FS PCSs
indicates strong market potential in Italy
- Consumers that aren' t using PCSs prefer to go direct or to receive
advice from a face-to-face relationship
- On a global basis, motor insurance is most commonly purchased through PCSs
- Insurance products dominate within the UK' s developed PCS market
- Different consumer preferences are revealed when it comes to researching
FS products through PCSs compared to purchasing products using PCSs
- Purchases through PCSs are not necessarily driven by price alone
- Regional preferences influences the decision making behind product
purchases
- Prior use is the main driver of which PCSs consumers choose, followed by
advertising
- Consumers return to a PCS they know, or are drawn in by the internet and
other advertising
- There is significant loyalty to the PCS Industry
CASE STUDY: THE UK PRICE COMPARISON MARKET
- UK Consumers trust PCSs more than any other FS provider, significantly
more than brokers
- There is a significant opportunity to convert ‘Researchers' and
‘Opportunities' into the ‘Bought' consumers
- PCSs should have clear objectives for each distinct consumer segment
- Understanding the Bought customer segment is key in this well developed,
highly competitive market
- PCSs are as readily accepted by older consumers as they are by younger
ones
- PCS buyers don' t appear more financially aware than the population as a
whole, implying other motivators
- Trust remains a strong differentiator between the three segments
- The Bought segment are more concerned about price than branding and are
prepared to shop around to meet these desires
- The individual consumer segments reveal different approaches to making
their financial decisions
- Bought consumers are at ease using the internet for financial advice
- The largest differences between ‘Bought' consumers and other
segments are in the use of internet resources for advice and the
prioritization of looking for the cheapest/highest return product
- The Researchers and Opportunities segments have a higher tendency to
seek out advice from their primary bank and friends/family
- Datamonitor' s Emerging Consumer segments highlight important attitudinal
segmentation within the PCS industry
- PCSs see a higher use and purchase rate within the Budget-driven
consumer segment
- Recession-Proof consumers have a lower conversion rate from research to
purchase
- Trust in PCSs is high enough to assuage even the fears of the cautious
consumers
- Conscientious consumers take advantage of the PCS offering to better
organize their financials
ACTION POINTS
- Action Point: PCSs must maintain a wide range of products if they are to
support customer retention
- Action Point: PCSs should be looking to increase the level of human
interaction they offer to consumers or create that impression
- Action point: Building the reputation of PCSs as well as end product is
critical if customer retention is to be increased
- Action point: Cross-selling and packaging opportunities must be taken
advantage of for FS products
- Action Point: Price comparison must be part of a service of value
comparison
- Action point: PCSs within the competitive UK market must move into
relatively uncharted territory for the PCSs, and soon, if they are to take
advantage of recessionary pressures.
APPENDIX
- Definitions
- Emerging consumer segments
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Branches per thousand members of the population
- Table: Reasons for not using a PCS and the country with the highest
percentage response rate
FIGURES
- Figure: Globally some consumers remain unconvinced by PCSs
- Figure: PCSs see much greater success in the more mature UK market
- Figure: Consumers who reject PCSs prefer to go direct or seek other means
of advice
- Figure: Using PCSs for Insurance products is much more popular in the UK,
along with use as a whole
- Figure: Car Insurance and Credit cards remain the main FS products bought
through PCSs
- Figure: Car insurance remains topping the products researched, joined this
time by home insurance
- Figure: Price remains critical but additional features and brand name are
similarly important
- Figure: Globally prior use and search engine results are the two top
drivers of site choice
- Figure: Advertising has raised the profile of PCSs in the UK but prior use
remains the chief driver
- Figure: The PCSs inspire loyalty amongst consumers but to the industry
rather than the site itself
- Figure: UK PCSs appear to be offering better services reflected in higher
loyalty and a higher commitment to purchasing
- Figure: Price Comparison sites are the most trusted financial institutions
within the UK
- Figure: Nearly 40% of consumers have bought using PCSs but there remain
strong segments of the population who remain reticent
- Figure: PCSs should have clear objectives for each distinct consumer
segment
- Figure: 35-49' s top the PCS usage figures,
- Figure: No clear relationship between financial awareness and those who
have bought using PCSs
- Figure: Budget-Driven Consumers appear to have a higher conversion between
awareness of PCSs and product purchase
- Figure: Recession-Proof consumers are neglecting to make the final step to
purchase through the PCSs
- Figure: Cautious consumers are willing to make decisions based on PCS
advice and are comfortable purchasing products through the site
- Figure: Conscientious consumers take advantage of the service offered by
PCSs
- Figure: Moneysupermarket puts a face to their experts
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