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市場調查報告書
金融服務產業之社交媒體：2010年
Social Media in Financial Services 2010
| 出版商 |
Datamonitor |
| 出版日期 |
2010年02月 |
商品編碼 |
114498 |
| 內容資訊 |
英文 Pages: 56 |
| 價格 |
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金融服務產業之社交媒體：2010年 是由出版商Datamonitor在2010年02月所出版的。
這份英文市場調查報告書包含Pages: 56 價格從美金4495起跳。
本報告為，調查分析金融服務產業之社交媒體角色，並匯整消費者於社交媒體之使用趨勢、社交媒體平台帶給金融服務供應商之市場機會及威脅、對金融服務供應商之建議等，以下列摘要形式闡述。
概要
簡介
未來展望
- 趨勢：社交媒體幾乎滲透至消費者之全體生活
- 考察：消費者因金錢需求而使用社交媒體
- 考察：社交媒體迎合消費者需求而快速發展
- 考察：消費者透過社交媒體獲得大量資訊
- 趨勢：社交媒體非年輕人之專利
- 考察：成年人口也因金錢性決策之支援而使用社交媒體
- 趨勢：若不重視社交媒體，可能會蒙受損失
- 考察：對產品推薦之親近度：FS供應商為維持顧客必須要加強應對
行動要點
- 社交媒體應成為銀行溝通策略之中心
- 銀行必須要找到'新式溝通'之場所
附錄/h3>
圖表
Abstract
Introduction
Fast paced advancements in web technology and the rise of social media have
now given vast amounts of power to the consumer, which has huge implications
for acquisition and retention. This report dispels some myths commonly held by
FS providers surrounding social media' s reach, purpose and value, and also
highlights the dangers associated with a lack of adoption.
Scope of this research
- Using extensive secondary and primary research, recent trends in social
media and consumer appetites for its use in the FS space are identified
- Identification, and in-depth analysis, of assumptions commonly held by FS
providers regarding social media' s reach, purpose and value
- Discussion of the dangers associated with lack of adoption
- Provision of concrete actions for FS providers to take in order to
integrate social media into a holistic retention strategy
Research and analysis highlights
In a world where social media is now hard to get away from, it is vital that
FS providers acknowledge that it is no longer an option not to get involved
with this medium in some way. Consumers are identifying with this channel
above all other online services, so FS providers must increase their
visibility here in order to be noticed.
In light of the extent to which the value of customer relationships can be
influenced through this channel, and that ' trust breeds trust' , as it were, by
the same token it is vital that providers understand the volatility of trust
as a concept and how easily it can be broken through misuse of personal
information
Whilst it is clear that this channel remains the most popular source of advice
amongst Generations X and Y, it is clear that the greatest growth is being
seen in the older demographic segments, given their fast increasing awareness
and the emergence of more tools to with cater to them.
Key reasons to purchase this research
- This report provides key insights into the opportunities presented by the
social media platform and threats if ignored or misused.
- Primary and secondary data is used to profile how providers are, or are
not, using the medium to their advantage, and highlight missed opportunities.
- The report provides actionable strategies as to how social media can be
harnessed to better relate to consumers and boost long-term profitability.
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
INTRODUCTION
- Digital networks are now more extensive than physical ones, and this has
impacted consumer attitudes towards information
- The reach of social media knows no boundaries
- The reach of social media is truly global
- FS providers hold false beliefs about the value of social media
- Myth: Social media is a fad
- Myth: Social media has limited appeal beyond younger demographic segments
- Myth: Information shared via social media can only have limited impact
- Social media may not directly drive sales, but still adds value
- Sales will be driven through viral marketing
- Another reality: Social media will not solve all problems
- Not all consumers are online and not all have the fast connections
required for some elements of social media
THE FUTURE DECODED
- Trend: Social media permeates every part of consumers' day to day lives
- Social media is now the most popular online activity
- Insight: Consumers are already using social media for their financial needs
- (Untitled sub-section)
- Key takeout: consumers are using social media therefore providers need
to at least increase their visibility
- Insight: Social media is developing quickly and aligning with consumers'
needs
- Social media is fundamentally challenging previously held beliefs
surrounding consumer behavior
- Power has shifted from businesses to consumers
- Key takeout: nothing can be taken for granted with social media;
consumer demands will continue to surprise
- Insight: Consumers are revealing huge amounts of information through
social media
- The global nature of social media creates an opportunity in terms of
information available
- The value and amount of feedback consumers are able to give is much
greater than that previously recorded
- Consumers are keen to offer this qualitative information directly to
providers, but currently lack the platform to do so
- All information can be utilized
- Technology is only part of the solution
- Key takeout: FS providers must recognize the value of a customer-centric
approach
- Key takeout: providers must beware of a backlash if they misuse
consumers' personal information
- Trend: Social media is no longer the reserve of the younger generation
- Growth of Twitter usage in the workplace also highlights social media' s
increasingly professional reach
- Insight: Adults are using social media to help with financial decisions
just as much as youngsters
- The popularity of online resources as an aid to financial decision
making is evident in all segments
- Online resources for aiding financial decisions are used most by the 25
- 34 segment in almost all regions
- Online resources are more popular than traditional sources of advice for
18 - 34 year olds
- Price comparison sites, in particular, are as readily accepted by older
consumers as they are by younger ones
- The rise of financial account aggregators has contributed to the
popularity of the online channel in aiding consumers' personal financial
management across all segments
- Key takeout: FS providers must not assume social media is only useful
for targeting Generations X and Y
- Trend: Social media can be very damaging if ignored
- Insight: Higher accessibility to product recommendations mean FS providers
have to work harder to retain customers
- Those who favor online media are more likely to investigate other
products in the next six months
- Insight: Widespread negative publicity has the potential to do serious
damage if not counteracted
- ‘People power' should not be underestimated
- Key takeout: FS providers must remember consumers talk about the very
good or the very bad
ACTION POINTS
- ACTION: Social media must be at the centre of banks' communication
strategies
- Integrate technological data-mining techniques and social media to
create a holistic customer retention strategy
- Any social media strategy is worthless unless accompanied by a committed
company culture
- ACTION: Banks must find their place in the ‘new community'
- Transparency and community building are important in building trust
- Social media is not just for smaller, more agile players; there is
social media to suit all
APPENDIX
- Additional data
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Social media audience and time consumption by country
- Table: Sources of advice by country
- Table: Indication of receptiveness to the online channel for financial
advice, by country
- Table: Indication of receptiveness to the online channel for financial
advice, by age
- Table: Indication of receptiveness to the online channel for financial
advice amongst different age segments, by region
- Table: Indication of receptiveness to different channel for financial
advice, by age
- Table: Consumers who have bought products via a price comparison site in
the last six months, by age
- Table: Impact of different advice sources on likelihood of investigating
other products in the next six months
FIGURES
- Figure: D igital networks are now bigger than physical ones
- Figure: Social media' s reach is global
- Figure: FS providers hold false beliefs about the value of social media
- Figure: Social media' s reach is vast
- Figure: Social media can boost sales
- Figure: Social media permeates every part of network users' day to day
lives
- Figure: Time spent on social media has increased year on year
- Figure: Time spent on social media varies from country to country
- Figure: Consumers have revealed the online channel' s usefulness in making
financial decisions
- Figure: Online media is the most popular source of financial advice for
consumers in the US, BRIC and APAC
- Figure: Blippy has proved that social media has fundamentally changed
consumer behavior and broken down privacy barriers
- Figure: Providing a page where customers could provide feedback would most
improve brand perceptions
- Figure: First Direct has pioneering in the FS space in terms of feedback
gathering
- Figure: Consumers with greater trust are less likely to switch
- Figure: 18 - 24 year olds are under-represented at Twitter (while the 25 -
34 year old segment is over-represented)
- Figure: 25 - 54 year olds have driven Twitter growth
- Figure: Growth of Twitter usage in the workplace also highlights social
media' s increasingly professional reach
- Figure: Adults are using social media to help with financial decisions
just as much as much as youngsters
- Figure: Online media is most popular amongst the 25 - 34 segment in almost
all regions
- Figure: Online resources are the most popular source of advice for FS
amongst 18 - 34 year olds
- Figure: 35 - 49 year olds top price comparison site usage figures
- Figure: The rise of financial account aggregators has contributed to the
popularity of the online channel
- Figure: Recommendations from personal acquaintances or opinions posted by
consumers online are the most trusted forms of advertising
- Figure: Those who favor online media are more likely to investigate other
products in the next six months
- Figure: Campaigns such as ‘Move Your Money' highlight how social
media can be used against banks
- Figure: Stop HBOS in the UK also threatens the bank' s reputation
- Figure: Social media must integrate itself and interplay with all other
channels in order to add value
- Figure: Any social media strategy is worthless unless accompanied by a
committed company culture
- Figure: It is clear that Coca-Cola ‘gets' social media
- Figure: Being a Mobank customer is very much like being part of the
‘in group'
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