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市場調查報告書
金融服務之新興消費層市場：誠實消費者
Targeting Emerging Consumer Segments The Conscientious Consumer
| 出版商 |
Datamonitor |
| 出版日期 |
2010年01月 |
商品編碼 |
108116 |
| 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：誠實消費者 是由出版商Datamonitor在2010年01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。
新出現之「誠實消費者」即使在不景氣中仍具備每月償還貸款之彈性。並成為金融服務供應商之重要目標層，因此我們必須對消費層有所了解。
本報告為，對「誠實消費者」進行調查，分析其概要與趨勢，並進行對今後趨勢、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：「誠實消費者」之出現不如預期
- 考察：經濟性壓力不影響誠實消費者之行動
- 考察：在人口動態與人生階段之調查與誠實消費者之出現有相關聯
- 誠實消費者大多出現在年輕之儲蓄家中
- 僱用情況也具影響
- 澳洲失業之誠實消費者比其他地方都多
- 人口動態與人生階段之影響不應被強調
- 趨勢：誠實消費者比一般消費者對金融產品有興趣
- 考察：被認為討厭借款之誠實消費者比一般消費者持有更多張數之信用卡
- 誠實消費者喜愛預付卡
- 誠實消費者如預期般對存款/保險產品有興趣
- 考察：誠實消費者熟析金融資訊
- 誠實消費者選擇可以增進金融知識之產品，並樂於比較檢討
- 誠實消費者為價格主導類型
- 所謂「誠實」不表示「厭惡風險」
- 各國之誠實消費者皆對金融熟悉
- 考察：誠實消費者對主要產品之持有數比平均高，且具有交叉銷售機會
- 考察：誠實消費者比一般消費者具有信賴感
- 誠實消費者不太有不良之經驗
- 對政府與銀行危機之應變隨國家別有不同考量
- 考察：誠實消費者從各種資訊來源中獲得金融建議
- 誠實消費者雖也接受專業人士之意見但更透過比較追求完美
- 誠實消費層容易被綠色及道德產品吸引
- 任一國家之誠實消費者都喜愛在廣泛資訊來源中選擇之傾向也依國家不同
- 趨勢：誠實消費者對未來是樂觀的
- 考察：誠實消費者未來採取之行動是積極的
- 誠實消費者對存款投資上希望可以減少保險金
- 誠實消費者可以維持生活品質
- 任一國家之誠實消費者都希望未來增加消費，但對短期儲蓄與長期投資見解不同
第4章 行動要點
- 行動：新興市場對金融服務提供了寶貴之經驗
- 行動：創新之一般存款以誠實消費者為目標
- 對誠實消費者而言金融之安定性最為重要
- 不提供高成本/低風險產品
- 行動：Datamonitor之Megatrend Framewor補助以此區隔為目標策略決定
- 透過舒適性之大趨勢以誠實消費者為目標
- 誠實消費層追求與金融相關之大趨勢要素
- 強調便利性之產品獲得誠實消費者親睞
附錄
Abstract
Introduction
Regardless of affluence, Conscientious consumers have emerged from the
recession with the flexibility to repay their debts on time every month, and
this reliability along with other key attitudes and behaviours mean they are
represent a valuable segment for FS providers to target. Providers must
understand what these consumers want and how their Conscientious status
influences their behaviour.
Scope of this research
- Using data from our global FSCI survey this report profiles the attitudes
and behaviours of the emerging Conscientious 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 Conscientious
wallet
Research and analysis highlights
Their appetite for notice savings accounts matches that of instant access
savings, and yet a significantly higher number look to other providers for
this product. The apparent preference for holding instant access savings
products with the primary bank is therefore misleading.
Though seemingly debt-averse, Conscientious consumers have more credit cards
than the average consumer. Since Conscientious consumers pay off their debts
every month, this would therefore imply that they are attracted to credit
cards for some other purpose not because they require credit, but because
their credit cards offer some other value.
The very term ' Conscientious' implies concern for more emotive factors
surrounding product choice. Datamonitor' s findings confirm that green or
ethical concerns are a key part of the value they seek in their products, and
this is significantly more important to this segment than it is to the average
consumer.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey in
order to profile this key emerging Conscientious segment.
- Identify why the Conscientious consumers are potentially the most
profitable segment and predict their future behaviors.
- Identify strategies you can take to effectively gain share of the
Conscientious 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 tough decisions
- Conscientious consumers are a valuable target for providers
THE FUTURE DECODED
- Trend: Lower numbers of Conscientious consumers have emerged than expected
- Insight: Financial pressures do not dictate Conscientious behavior
- Conscientious consumers are found in the fastest growing emerging markets
- Insight: Demographic and lifestage findings have had some bearing on the
emergence of Conscientious behavior
- The emergence of Conscientious behavior has been more prevalent amongst
younger Accumulators
- Employment status has also influenced the emergence of more
conscientious behaviour
- Australia contains significantly more recently unemployed Conscientious
consumers than elsewhere
- Demographic and lifestage influence should not be overstated
- Trend: Conscientious consumers have a greater appetite for FS products
than the average consumer
- Insight: Though seemingly debt-averse, Conscientious consumers have more
credit cards than the average consumer
- Conscientious consumers favor pre-paid cards more than most
- Conscientious consumers are predictably attracted to savings and
insurance products
- Insight: Conscientious consumers are financially intelligent
- Conscientious consumers apply financial intelligence to their product
choices, and are keen to shop around
- Conscientious consumers are also price-driven
- ‘Conscientious' does not mean ‘risk-averse'
- Conscientious consumers in all countries are financially aware
- Insight: Conscientious consumers still have higher than average product
holdings with their primary bank and represent a key cross-selling opportunity
- (Untitled sub-section)
- There is still an opportunity for non-primary bank providers to capture
share of the Conscientious wallet
- Insight: Conscientious consumers are more trusting than the average
consumer
- Conscientious consumers have had less negative experiences
- Conscientious consumers in different countries feel different about
governmental and bank responses to the crisis
- Insight: Conscientious consumers are receptive to financial advice through
a wide variety of sources
- Conscientious consumers can afford professional advice but still shop
around for the best deals
- The Conscientious segment are particularly drawn to products with green
or ethical credentials
- Conscientious consumers in all countries like a wide variety of sources
of advice available to them, but cross-country preferences differ
- Trend: Conscientious consumers are optimistic about the future
- Conscientious consumers have had a better than average experience over
the last 12 months
- Insight: Conscientious consumers' future actions are aligned with their
positivity
- Conscientious consumers intend to pay more into their savings but cut
back on insurance premiums
- Conscientious consumers also plan to maintain their quality of life
- Conscientious consumers in all countries are disinclined to spend more
money in the future but attitudes towards savings for the short-term and
investing for the long-term vary
ACTION POINTS
- Action: Emerging markets can provide valuable lessons for FS providers
- Action: Target Conscientious consumers with innovative regular savings
products
- Financial stability is of biggest importance to the Conscientious segment
- Do not offer them high cost / low risk products
- Action: Datamonitor' s Megatrend Framework can help identify strategies for
targeting this segment
- Target Conscientious consumers through the Comfort Megatrend
- Conscientious consumers desire elements of the Connectivity Megatrend in
their financial needs
- Capture Conscientious consumers through highlighting the Convenience of
the offering
APPENDIX
- Data tables
- Methodology
- Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Conscientious and Non Conscientious consumers segmented by country
- Table: Degree to which household financial situation has worsened over the
last 12 months versus percentage of Conscientious consumers, segmented by
country
- Table: Conscientious consumers segmented by age
- Table: Conscientious consumers segmented by age and country
- Table: Conscientious consumers segmented by employment status
- Table: Conscientious consumers segmented by employment status and country
- Table: Average product holding amongst Conscientious and global consumers
- Table: Product holdings amongst Conscientious and global consumers (those
with two or more)
- Table: Instant access savings holdings amongst Conscientious consumers,
segmented by country
- Table: Notice savings account holdings amongst Conscientious consumers,
segmented by country
- Table: Life insurance holdings amongst Conscientious consumers, segmented
by country
- Table: Credit card holdings amongst Conscientious consumers, segmented by
country
- Table: Indicators of financial intelligence amongst Conscientious and
global consumers
- Table: Indicators of financial intelligence amongst Conscientious
consumers, segmented by country
- Table: Non current account primary bank product holdings amongst
Conscientious and global consumers
- Table: Non current account primary bank product holdings amongst
Conscientious consumers, segmented by country
- Table: Products held with primary bank amongst Conscientious and global
consumers
- Table: Indicators of trust amongst Conscientious and global consumers
- Table: Opinion of bank handling of the crisis and governmental
intervention amongst Conscientious consumers, segmented by country
- Table: Steps before making financial decisions amongst Conscientious and
global consumers
- Table: Steps before making financial decisions amongst Conscientious
consumers, segmented by country
- Table: Expectations for the future amongst Conscientious and global
consumers
- Table: Actions over the next six months among Conscientious and global
consumers
- Table: Actions over the next six months among Conscientious consumers,
segmented by country
FIGURES
- Figure: Lower numbers of Conscientious consumers have emerged than expected
- Figure: Financial pressures do not dictate Conscientious behavior
- Figure: The emergence of Conscientious behavior has been more prevalent
amongst younger Accumulators
- Figure: Australia has a surprising number of older Conscientious consumers
- Figure: Employment status has also influenced the emergence of more
conscientious behaviour
- Figure: Australia contains significantly more Conscientious consumers who
are recently unemployed than elsewhere
- Figure: Conscientious consumers have a greater appetite for FS products
than the average consumer
- Figure: Conscientious consumers are almost doubly likely to have two or
more of each product than the average global consumer
- Figure: Conscientious consumers in the UK are particularly receptive to
instant access savings accounts
- Figure: Notice savings accounts in India are more popular than elsewhere
- Figure: Life insurance is relatively unpopular in Australia
- Figure: Credit cards are most populat amongst Conscientious consumers in
Japan, Singapore and the US
- Figure: Conscientious consumers are financially intelligent
- Figure: Conscientious consumers in the US are more Conscientious than
others
- Figure: Conscientious consumers in Australia, Japan and Singapore are
actually slightly less financially intelligent than average
- Figure: Brazilian and Indian Conscientious consumers are at odds in terms
of financial awareness
- Figure: Conscientious consumers have higher than average product holdings
with their primary bank
- Figure: Conscientious consumers in France are by far the most loyal to
their primary bank
- Figure: There is still an opportunity for non-primary bank providers to
capture share of the Conscientious wallet
- Figure: Conscientious consumers are more trusting than the average consumer
- Figure: Conscientious consumers in the UK and US feel very differently
about the way the crisis has been handled by their banks
- Figure: Conscientious consumers can afford professional advice but still
shop around for the best deals
- Figure: Conscientious consumers in the US are comfortable making their
decisions through online research rather than using other sources of advice
- Figure: Australians are not keen to take advice from family and friends
- Figure: Conscientious consumers in Brazil are most confident in seeking
advice from their primary bank
- Figure: Conscientious consumers' are optimistic about the future
- Figure: Conscientious consumers intend to pay more into their savings but
cut back on insurance premiums
- Figure: Conscientious consumers in the UK are still disinclined to save
for either the short- or long-term
- Figure: SmartyPig has created an innovative savings platform
- Figure: ING Direct has employed innovate use of Web 2.0 technology
- Figure: SmartyPig has also harnessed Web 2.0 and social networking to
appeal through Connectivity
- Figure: Virgin' s Climate Change ISA is a prime example of ethical and
green credentials
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