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市場調查報告書
金融服務之新興消費層市場：審慎消費者
Targeting Emerging Consumer Segments The Cautious Consumer
| 出版商 |
Datamonitor |
| 出版日期 |
2009年12月 |
商品編碼 |
107855 |
| 內容資訊 |
英文 80 pages |
| 價格 |
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金融服務之新興消費層市場：審慎消費者 是由出版商Datamonitor在2009年12月所出版的。
這份英文市場調查報告書包含80 pages 價格從美金4495起跳。
因不景氣導致新消費層出現。審慎消費者為避免未來之損失，對金融相關決策變得慎重，因此金融企業必須要理解消費者之需求與趨勢。
本報告為，進行「審慎消費者」相關調查，分析其概要與趨勢，並對今後趨勢、金融服務企業該採取之行動提出建議，以下列摘要形式闡述。
第1章 概要
第2章 簡介
第3章 未來展望
- 趨勢：審慎消費者規模與地理條件無直接影響
- 考察：經濟因素似乎影響消費者行為，但卻不如預期
- 考察：未來經濟狀況不佳之義大利與西班牙特別具有審慎之傾向
- 考察：消費者信賴感低落與審慎消費者比率有絕大關連
- 考察：巴西與印度之消費者雖對未來經濟持樂觀態度卻也十分審慎
- 考察：審慎消費者於年輕族群為多
- 趨勢：審慎消費者之金融產品需求與一般平均消費者相同
- 考察：審慎消費者除做出有利之判斷以外並不為所動
- 考察：審慎消費者雖極力增加儲蓄但仍需正確之方針
- 考察：審慎消費者對主要銀行之信賴感因全球經濟不景氣而折損
- 趨勢：審慎消費者對銀行產品經常性更換，主要銀行不應安於現狀
- 考察：審慎消費者因對未來年金有所疑慮而思考著對未來更有利的行動
- 考察：審慎消費者比其他消費者具有金融知識卻更努力增進學問
- 考察：審慎消費者不只為了增進金融知識而更利用資訊為將來打算
- 考察：審慎消費者比起價格更追求穩定之特點與全球平均一致
- 考察：審慎消費者對金融機關之信賴感高
- 考察：審慎消費者若無接受專人建議時無法安心下決策
第4章 行動點
- 行動：Datamonitor之Megatrend Framework補助以此區隔為目標之策略決定
- 審慎消費者為金融資訊中複雜之逆向趨勢
- 行動：金融機關應該理解審慎消費者之主要動機
- 行動：FA薪酬模式為獲得或失去審慎消費者之信心關鍵
- 行動：儲蓄專門機關必須要滿足審慎消費者對資訊之需求
附錄
Abstract
Introduction
The recessionary environment is encouraging consumer segments to emerge and
develop. Cautious consumers are now looking to shield themselves from future
loss through making the correct financial decisions today. FS providers must
therefore understand what these consumers want and how their Cautious status
may influence their behavior.
Scope of this research
- Using data from our global FSCI survey this report profiles the attitudes
and behaviors of the emerging Cautious 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 Cautious wallet.
Research and analysis highlights
Limiting exposure to loss is the chief concern of the Cautious consumer
segment. Cautious consumers are always looking to reduce their downside on
future financial transactions and are willing to spend time, money and effort
in achieving this goal.
Older generations may be more resilient to changes in their finances, having a
harder time altering lifelong habits. It could be this greater inflexibility
that explains the higher representation of Cautious consumers among the
younger demographics.
Through attracting young Cautious consumers with high earning potential and
developed financial intelligence, advisors can effectively build a
relationship that may last a lifetime.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey in
order to profile this key emerging Cautious segment.
- Identify what drives Cautious consumer action and predict their future
behaviors.
- Identify the opportunities Cautious consumers represent and advise
strategies you can take to effectively gain share of the Cautious 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
- Cautious consumers are a valuable target for providers
THE FUTURE DECODED
- Trend: Geography does not directly influence the size of the Cautious
segment
- Insight: Economic factors appear to influence Cautious consumer behavior,
but perhaps not as expected
- Italy has the highest percentage of Cautious consumers, followed by the
BRIC countries
- There appears to be a positive relationship between economic growth and
the proportion of Cautious consumers
- Insight: The Mediterranean countries of Italy and Spain appear to be
particularly Cautious, driven by negative expectations of future economic
performance
- Insight: Consumer confidence fails to strongly correlate with the
proportion of Cautious consumers
- Insight: Brazil and Indian Consumers are much more optimistic about their
economic future and yet still display strongly Cautious traits
- (Untitled sub-section)
- Indian consumers are optimistic for the future but have felt the bite of
the recession
- Different economic conditions can still produce the same attitudinal
responses,
- Insight: Cautious consumers are more prominent in the younger age groups
- Demographic distribution of Cautious consumers varies greatly across
different regions
- Lifestage complexities highlighted by the recession have had an impact
on the emergence of Cautious consumers to some degree
- The distribution of Cautious consumers in the main reflects the
distribution of all consumers by job status
- Italy' s recently unemployed are particularly Cautious, even set against
the elevated national average
- Russian students are particularly reactive to the recession, unlike the
country' s long-term unemployed and home workers
- Trend: Cautious consumers have a very similar appetite for FS products to
the average person
- Insight: Cautious consumers are hesitant to act except when they are
certain that the result will be beneficial
- Cautious consumers are in fact more likely to act than the global
average if they feel it will strengthen their financial position
- Cautious consumers see spending money as rash in this time of uncertainty
- The majority of countries mirror the global relationship, with Cautious
consumers being more willing to save more
- Insight: Cautious consumers are intending to save more in the future but
need guidance to channel their funds in the right direction
- The majority of Cautious consumers use instant savers and are
comfortable using online saving accounts
- Cautious consumers see their bank as the first port of call for savings,
but also favor insurance companies, the stock market and government schemes
more than the global consumer
- Commitment to saving via the banking channel is highly variable
globally, with notable differences between the preferences of the Cautious
consumer segment at a national level
- Cautious consumers are much more likely to go to their primary banks for
advice on saving
- Insight: Cautious Consumers' trust in their primary banks has been
particularly damaged by the global economic downturn
- Cautious consumers trust their primary bank less than they did before
the credit crunch and believe that there is little that the firm can do to
regain their faith
- Cautious consumers have had more negative experiences at a personal level
- Higher primary bank trust globally disguises some exceptions at the
national level
- Cautious consumer trust in the UK and India, among others, has proved
more resilient compared to the general population
- Trend: Primary banks must not be complacent, as Cautious consumers are
looking elsewhere for their banking products
- German Cautious consumers are particularly concerned with securing their
money over the next six months
- Insight: Cautious consumers are concerned about their pension prospects
and are willing to act now to improve their futures
- Cautious consumers have more trust for both their provider and the
pension industry than their peers
- Cautious consumers have had their trust damaged more than their peers
and feel that their pension providers could have done more
- Cautious consumers are knowledgeable about the pension industry; they
are not afraid of the unknown, but simply expect better from their providers
- Cautious consumers are more likely to pay more into their private
pension over the next six months and have longer-term investment ambitions
- Insight: Cautious consumers are already more financially aware than their
peers, but strive to improve even further
- Cautious consumers look to increase their financial knowledge as a
result of the financial crisis
- Cautious consumers are less depressed and confused by the financial news
than the global average
- Insight: Cautious consumers are not only looking expand their financial
knowledge, but armed with this information take a sensible and prudent approach
- Cautious consumers take a more active interest in their financials and
pay particular attention to the risks they are taking
- Cautious consumers are more concerned with cost rather than brand, a
trend that is visible across all countries within the sample
- Singapore' s Cautious consumers have a very different outlook on the
risk/return relationship from that seen globally
- Insight: Cautious consumers follow the global average in seeking out
financial stability before price
- The global economic crisis has led to the stability of financial
organizations featuring heavily in decision-making
- Cautious consumers are less inclined to purchase FS products online than
the general population, and this difference is amplified within certain
countries
- Insight: Cautious consumers have a higher level of trust for financial
institutions across the board
- Insight: Cautious consumers are not comfortable making financial decisions
before seeking professional financial advice
- Cautious consumers wish to leave no stone unturned in their quest to
limit their risk and as such see professional advice as an important part of
managing their finances
- Cautious consumers in every country within the survey are more likely to
seek professional financial advice than their peers
- Cautious consumers cite their preference to go direct or take advice
from a person as the chief drivers for not using price comparison sites
ACTION POINTS
- Action: Datamonitor' s Megatrend Framework can help to identify strategies
for targeting the Cautious consumer segment
- Cautious consumers desire elements of the Comfort and Authenticity
Megatrend in their financial needs
- The Comfort Megatrend is concerned with seeking reassurance and
protection, key emotional drivers of the Cautious consumer segment
- The Authenticity Megatrend should be used to reassure Cautious consumers
of the stability and trustworthiness of their institutions
- Cautious consumers are a countertrend to Financial Intelligence Complexity
- Action: Financial institutions must appreciate the chief motivation of
Cautious consumers, which is guarding themselves against loss
- Action: The remuneration model used by financial advisors is key to
winning or losing the trust of Cautious consumers
- Cautious consumers will be particularly receptive to doubts over their
financial advisor
- Financial advisors need to move towards a fee-based financial advice
model if they are to earn the trust of the Cautious consumer
- Action: Savings institutions need to meet Cautious consumer demands for
information or be prepared to face the consequences
APPENDIX
- Definitions
- Definitions
- Emerging consumer segments
- The Datamonitor FSCI Megatrend Framework
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Economic growth rate against consumer confidence indicator
- Table: Percentage of Cautious/non-Cautious consumers across Europe, Asia
Pacific, and America and Russia
- Table: Percentage of Cautious/non-Cautious consumers within each country
in the FSCI sample
- Table: Percentage of Cautious consumers compared with economic growth rate
across countries
- Table: Consumer confidence against the percentage of Cautious consumers in
each country
- Table: Percentage of Cautious consumer segment by demographic
- Table: Percentage of Cautious consumers across differing job statuses
- Table: Percentage of consumers with two or more products of each product
type
- Table: Average responses for likelihood of paying more into their savings
over the next six months, across countries and split by Cautious and all
consumers
- Table: Proportion of each consumer segment who save with a bank, across
surveyed countries
- Table: Proportion of Cautious consumers and all consumers who agree or
strongly agree with each statement concerning trust
- Table: Average response to the likelihood of consumers researching whether
their money is safe, across consumer segments and countries
- Table: Average response to “I trust my primary bank”, across
countries and comparing Cautious consumer segment and all consumers
- Table: Average response to “I trust my primary bank less than I did
before the credit crunch”, across countries and comparing Cautious
consumer segment and all consumers
- Table: Proportion of Cautious consumers and all consumers who agree or
strongly agree with each statement
- Table: Average response for “I am more concerned by cost than by
brand when making financial decisions”, across countries and comparing
Cautious consumer segment and all consumers
- Table: Average response for “ I weigh up the risk and return of all
investments I make”, across countries and comparing Cautious consumer
segment and all consumers
- Table: Average response for each statement concerning financial
decision-making
- Table: Average response for “I prefer to choose a product I can buy
online”, across countries and comparing Cautious consumer segment and
all consumers
- Table: Average level of agreement for each statement concerning financial
advice
- Table: Average response for “ I seek professional financial advice
before I make a financial decision”, across countries and comparing
Cautious consumer segment and all consumers
- Table: Average response for “I will not use advice that I have to
pay up front for”, across countries and comparing Cautious consumer
segment and all consumers
- Table: Reasons for not using price comparison sties and the percentage of
consumers who cite each one
FIGURES
- Figure: Economic growth and consumer confidence are closely linked but may
not explain Cautious consumer behavior
- Figure: Similar consumer behavior across regions worldwide
- Figure: Italy and the BRIC countries host the highest proportions of
Cautious consumers
- Figure: A weak positive correlation is revealed between economic growth
and proportion of Cautious consumers
- Figure: There is no clear relationship between consumer confidence and the
percentage of Cautious consumers
- Figure: The Cautious consumer segment is more prominent within the younger
demographics
- Figure: The size of the Cautious consumer segment by demographic differs
across countries
- Figure: Distribution of recession-proof consumers by job status reflects
varying concerns
- Figure: The distribution of Cautious consumers by job status across
countries is very diverse but indicative of the general consumer distribution
- Figure: Cautious consumers do not differ hugely in product holdings but
reveal an acceptance of store cards
- Figure: Cautious consumers actually show more willingness to act than the
global average
- Figure: Cautious consumers globally reveal a greater change in saving
patterns, with few exceptions
- Figure: Cautious consumers still look to their bank for their saving needs
- Figure: Cautious consumers within some countries have very different bank
saving behaviors to the rest of the population
- Figure: Cautious consumers have higher levels of trust in their primary
bank, but their faith has also been damaged more by the effects of the credit
crunch
- Figure: Higher levels of trust among Cautious consumers for their bank has
some notable exceptions by country
- Figure: Cautious consumers have higher levels of trust in their primary
bank, but their faith has also been damaged more by the effects of the credit
crunch
- Figure: Cautious consumers are looking elsewhere with interest, but are
still less likely to move their primary account
- Figure: Cautious consumers are more interested in whether their money is
safe than the general population, consistent across all countries
- Figure: Cautious consumers are more financially aware than the global
average
- Figure: Cautious consumers are less likely to avoid educating themselves
for fear of the unknown
- Figure: Cautious consumers are more likely to make good financial decisions
- Figure: Cautious individuals across all nations are more concerned by cost
than by brand, but less so than consumers generally in certain countries
- Figure: Singaporean Cautious consumers respond very differently compared
to their peers and the global trend
- Figure: Financial stability is more important to Cautious consumers than
price
- Figure: Cautious consumers are more reluctant than their peers to buy
online , particularly so in Brazil and the UK, among others
- Figure: Cautious consumers are more trusting of financial institutions
across the board
- Figure: Cautious consumers seek financial advice from a number of sources
and are willing to pay for it
- Figure: Cautious consumers seek professional financial advice much more
than their peers, particularly so where there is general support within the
country
- Figure: Cautious consumers are more are willing to pay for financial
advice upfront across, with Japan being the only exception
- Figure: Cautious consumers cite a number of reasons for failing to use PCSs
- Figure: first direct provides peace of mind to the Cautious consumer
through a transparent feedback system
- Figure: C. Hoare & Co effectively emphasize their heritage, conveying the
Megatrend of Authenticity
- Figure: Cautious consumers are minimizing the chance that they will face
financial distress
- Figure: Cautious consumers are highly influenced by trust and are a very
valuable consumer group if approached the right way
- Figure: MLP' s business model covers all aspects of consumer financial
advice
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