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市場調查報告書
新興消費者層市場：感受不到不景氣的消費者
Targeting Emerging Consumer Segments The Recession-Proof Consumer
| 出版商 |
Datamonitor |
| 出版日期 |
2009年10月 |
商品編碼 |
103021 |
| 內容資訊 |
英文 48 pages |
| 價格 |
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新興消費者層市場：感受不到不景氣的消費者 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48 pages 價格從美金4495起跳。
在一片經濟不景氣當中，生活型態仍不受負面影響的「感受不到不景氣」的消費者正逐漸崛起。對金融服務產業而言，他們正是幫助脫離困境的契機。
本報告書內容包括：「感受不到不景氣」的消費者的辨別・分析資料。內容綱要摘記如下：
概要
介紹
- 有效的行銷策略必須正確區分顧客市場
- 在不景氣的經濟環境中被迫做決定的服務業者
- 感受不到不景氣的消費者對服務提供企業而言是珍貴的目標市場
未來分析
- 動向：感受不到不景氣的消費者不依照地理・階層預測模式分布
- 考察：無法只以經濟因素說明的感受不到不景氣的行為
- 最大規模成長顯著的新興市場中感受不到不景氣的消費者
- 調查其他地區域感受不到不景氣的消費者後得知的明顯的感覺差異
- 考察：在各個消費群中都類似的感受不到不景氣的消費者的行為
- 擁有最大「感受不到不景氣」人口的年輕世代
- 在所有地區階層分布都類似的感受不到不景氣的消費者
- 動向：感受不到不景氣的消費者對金融服務商品的興趣特別高
- 考察：感受不到不景氣的消費者及一般消費者有著明顯不同的儲蓄行為
- 即時存取帳戶也是主要銀行可利用的最受歡迎的附屬商品
- 考察：感受不到不景氣的消費者未來將需要自已主要往來銀行之外的金融服務
- 先進國家的消費者對主要銀行的忠誠度較低
- 其他金融服務業者也有擴大感受不到不景氣消費者的錢包佔有率的機會
- 考察：感受不到不景氣的消費者為了尋求諮詢會利用各種不同的訊息來源
- 感受不到不景氣的消費者雖有利用專業顧問的財力，但仍到處尋找最佳的交易
- 考察：感受不到不景氣的消費者對金融服務產業的信賴程度比一般消費者高
- 動向：感受不到不景氣的消費者未來的行為是天生樂觀態度的延伸
- 考察：這些消費者經濟狀況大致穩定，但不怠惰於管理財務
- 感受不到不景氣的消費者積極維持經濟狀況穩定
- 感受不到不景氣的消費者雖然樂觀消費，但仍有維持生活品質的計畫
行動要點
- 行動：新興市場對金融服務業而言是充滿啟示的寶庫
- 成為印度銀行業改革舵手的Yes Bank
- 反映歐美金融業策略的分行内部經驗改善行動
- 行動：理解Y世代（1975年至1989年間出生）的價值
- 行動：行銷重點集中在商品價值及經濟穩定上
- 安排多個金融諮詢的管道
- 儲蓄、年金、人壽保険商品應以感受不到不景氣的消費者為目標市場
- 行動：Datamonitor的Megatrend Framework輔助設定目標市場的策略擬定
- 感受不到不景氣的消費者們要求與自身金融需求相關的主流趨勢要素
- 透過強調提供商品的方便性吸引感受不到不景氣的消費者
- 對感受不到不景氣的消費者比其他人都還重視個人主義
附錄
圖表
Abstract
Introduction
Recession-Proof consumers have emerged from the recession without experiencing
a negative effect on their lifestyle. As such, they represent potentially the
most profitable segment for FS providers to target as economies emerge from
recession. FS providers must therefore understand what these consumers want
and how their Recession-Proof status may influence their behaviour.
Scope of this research
- Using data from our global FSCI survey this report profiles the attitudes
and behaviours of the emerging Recession-Proof consumer segment
- The report identifies these consumers and analyses the drivers of their
future behavior
- The report provides concrete actions for FS providers to position
themselves competitively in order to capture a share of the Recession-Proof
wallet.
Research and analysis highlights
Although increasing demographic complexities means that age segmentation has
become over simplistic, more Recession-Proof consumers have emerged in younger
age segments, so FS providers must capture them now as they plan for the
future.
Recession-Proof consumers have been found to be significantly more receptive
to financial advice than the average consumer. However, they have a more well
rounded and financially intelligent approach to their research than the
average consumer and therefore require a range of channels at their disposal
through which to obtain advice.
Recession-Proof consumers' have generally happier than the average consumer,
and but this has not led to complacency. Rather, they are motivated to take
actions which maintain both their financial security (saving more) and
lifestyle (spending more).
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey in
order to profile this key emerging Recession-Proof segment.
- Identify why the Recession Proof consumers are potentially the most
profitable segment and predict their future behaviors.
- Identify strategies you can take to effectively gain share of the
Recession-Proof wallet.
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION
- Customer segmentation is vital for an effective marketing strategy
- The recessionary environment is forcing providers to make decisions
- Recession-Proof consumers are a valuable target for providers
THE FUTURE DECODED
- Trend: Recession-Proof consumers are not distributed according to expected
geographic and demographic patterns
- Insight: Economic factors do not dictate Recession-Proof behaviors
- Recession-Proof consumers are found in the fastest growing emerging
markets
- Perception gaps are particularly apparent when looking into the
emergence of Recession-Proof consumers in the rest of the world
- Insight: Recession-Proof consumers behave similarly across all demographics
- Younger age segments appear to contain the most Recession-Proof consumers
- Demographic distribution of Recession-Proof consumers is similar in all
regions
- Trend: Recession-Proof consumers have greater appetite for FS products
- Insight: The difference between the Recession-Proof consumer and the
average consumer is particularly obvious in savings behaviors
- Instant access savings products are also the most popular other product
held with the primary bank
- Insight: Recession-Proof consumers will look outside their primary bank
for their FS needs
- Primary bank loyalty is relatively weak in developed markets
- There is huge opportunity for other FS providers to capture share of the
Recession-Proof wallet
- Insight: Recession-Proof consumers use a variety of sources for advice
- Recession-Proof consumers can afford professional advice but still shop
around for the best deals
- Insight: Recession-Proof consumers are more trusting of the FS industry
than the average consumer
- Recession-Proof consumers have had less negative experiences
- Trend: Recession-Proof consumers' future actions are aligned with their
optimism
- Recession-Proof consumers are generally happy - across all elements of
their lives
- Insight: Despite being economically secure they are not lazy with their
finances
- Recession-Proof consumers are motivated to take action in order to
maintain their financial security
- Recession-Proof consumers also plan to maintain their quality of life
whilst remaining Recession-Proof
ACTION POINTS
- Action: Emerging markets can provide valuable lessons for FS providers
- Yes Bank is has been a key innovator in the Indian banking sector
- Improve the in-branch experience is reflected in Western banking
strategies
- Action: Understand the value of Generation Y
- Action: Focus marketing efforts on product value and financial security
- Provide multiple channels for financial advice
- Target Recession-Proof consumers for savings, pension and life insurance
products
- Action: Datamonitor' s Megatrend Framework can help identify strategies for
targeting this segment
- Recession-Proof consumers desire elements of the Connectivity Megatrend
in their financial needs
- Capture Recession-Proof consumers through highlighting the Convenience
of the offering
- Individualism is invaluable to the Recession-Proof segment
APPENDIX
- Data tables
- Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Recession-Proof and non Recession-Proof consumers segmented by
country
- Table: Recession-Proof and Non Recession-Proof consumers, segmented by age
- Table: Recession-Proof consumers segmented by region and age
- Table: Proportion of Recession-Proof consumers and global consumers with
two or more financial service products
- Table: Levels of product holding for each other product held with primary
bank
- Table: Number of non-current account products held by Recession-Proof
consumers with primary bank, by region
- Table: Drivers of financial decision making for Recession-Proof consumers
and the average global consumer
- Table: Indicators of trust for Recession-Proof consumers and the average
global consumer
- Table: Expectations for the next 12 months for Recession-Proof consumers
and the average global consumer
- Table: Actions over the next six months for Recession-Proof consumers and
the average global consumer
FIGURES
- Figure: Most Recession-Proof consumers are based in China, Brazil or
India, although Russia is an anomaly
- Figure: The distribution of Recession-Proof consumers in BRIC appears to
correlate with the economic impact of the recession on those countries
- Figure: The 18-24 age segment contains the highest proportion of
Recession-Proof consumers
- Figure: Distribution of Recession-Proof consumers by age segment is
similar in all regions
- Figure: Levels of product holding are higher amongst Recession-Proof
consumers for all products in comparison to the global consumer
- Figure: Holding levels of non-current account products with the primary
bank are lower amongst Recession-Proof consumers
- Figure: Asia Pacific Recession-Proof consumers show the least primary bank
loyalty
- Figure: Recession-Proof consumers seek financial advice from a wide
variety of sources
- Figure: Recession-Proof consumers are more trusting than the average
consumer
- Figure: Recession-Proof consumers are far more optimistic on all accounts
in comparison to global consumers
- Figure: Recession-Proof consumer intend to take actions which will keep
them Recession-Proof
- Figure: YES Bank has been technologically innovative in its branch design
- Figure: Barclays pilots Microsoft Surface technology in its concept
branch, launched in December 2008
- Figure: Harnessing new connective technologies such as Twitter will help
engage younger Recession-Proof consumers
- Figure: Virgin' s Climate Change ISA is a prime example of ethical and
green credentials
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