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市場調查報告書
2011年澳大利亞信用卡用戶之主要趨勢
Key Trends for Australian Credit Card Customers 2011
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2011年澳大利亞信用卡用戶之主要趨勢 是由出版商Datamonitor在2011年09月所出版的。
這份英文市場調查報告書價格從美金4495起跳。
本報告為，關注澳大利亞信用卡用戶趨勢，並探討對象層級之信用卡調查、使用、消費者週期之第一階段評估方式、以澳大利亞消費者為目標之金融服務產業市場分析資訊及策略等，以下列摘要形式闡述。
概要
實施概要
- 認識澳大利亞信用卡用戶層級
- 透過全產品分類了解，澳大利亞消費者間越來越少以現金支付
- 兩大信用卡用戶簡介重點：使用方式及取得方式
- 澳大利亞信用卡用戶主要為保守之交易方式
- 消費者週期之第一階段評估：調查
- 行動改變：調查澳大利亞消費者至今之主動新卡片選項
- 忠誠度改變：澳大利亞卡片用戶對交易銀行無所挑剔
- 「並非金融機構提供資訊，而是消費者發現產品資訊」之時代
- 消費者週期之第二階段評估：申請
- 消費者週期之第三階段評估：使用
- 於不同支出類別中顯示出一貫之使用方式
- 可信度及價格為非接觸支付普及之關鍵
- 消費者週期之第三階段評估：轉換
- 轉換之用戶：價格因素仍是轉換之決定因素
- 挽留用戶之第一大因素為服務，並非價格
- 轉換與新申請中利弊的評估雖息息相關，但挑戰也多
澳大利亞信用卡用戶簡介
- 現金使用之支付方式已退熱潮
- 兩大信用卡用戶簡介重點：使用方式及取得方式
- 澳大利亞信用卡用戶之階層分布
消費者週期之第一階段評估：調查
- 行動改變：調查澳大利亞消費者至今之主動新卡片選項
- 忠誠度改變：澳大利亞卡片用戶對交易銀行無所挑剔
- 無法忽視之比較網站
消費者週期之第三階段評估：使用
- 管道改變：不可阻擋之線上活動優勢
- 線上申請時個人觀感為主要因應方式
消費者週期之第三階段評估：使用
- 澳大利亞信用卡用戶中信用卡為卡片主流
- 可信度及價格為非接觸支付普及之關鍵
- 澳大利亞之記帳卡用戶為少數目標層
消費者週期之第三階段評估：轉換
- 轉換之用戶：價格因素仍是轉換之決定因素
- 挽留用戶之第一大因素為服務，並非價格
- 以澳大利亞信用卡用戶為目標：探討客戶需求
解讀未來
- 統計上2015年止保費預計可緩慢成長
- 因今後COR上升，競爭將更激烈
附錄
圖表
Synopsis
This report analyzes the key trends of Australian consumers in researching, applying for, using, and switching their credit cards, and also provides strategic insight for financial services providers to target specific Australian consumer segments.
Description
Traditional payment methods, which include cash and cheque, have experienced a steady decline over the years for a simple reason: Australians are moving toward cards as their main way to pay. Understanding the latest needs of Australian credit card customers is becoming more relavent for card issuers due to the increasing pressure on both demand and competition in this sector.Use these insights into the behaviour of Australian credit card cutsomers across four product lifecycles to shape your acquisition strategy.Identify new opportunities by uncovering different consumer attitudes toward credit cards across different consumer profiles.Achieve a high customer retention rate by understanding key switching factors for credit card consumers.Formulate strategies to attract specific consumer segments by uncovering the opportunities available across different consumer profiles.The Australian credit card market is moving into a "customers buying" stage from a "providers selling" one. More than ever, Australian consumers are actively engaged with the research process when they are in the market for a new credit card. Indeed, four out of five new credit card customers in the last 12 months researched their product options.Australian consumers have also become increasingly aware of new ways to pay, such as contactless payments. The number of contactless payment users has doubled in the last 12 months - a significant milestone for both the industry and Australian customers - but there remain barriers from both the infrastructure and consumer perspectives.Card issuers need to consider some premium card features to provide additional value for consumers, as an incentive for them to weight some benefits against the additional extra costs that may be incurred from credit card transactions, such as a surcharge fee.Which consumer segments may pose the biggest threats and opportunities for credit card issuers in Australia?How important are different credit card features to attract a specific card usage profile?What are the characteristics of switchers and how different are they with new entrant customers?Why have consumers changed the way they use their credit cards, and what are the implications for current revenue models?
TOC
OVERVIEW
EXECUTIVE SUMMARY
- Understanding Australian credit card customers
- The use of cash among Australian consumers is declining across all merchant segments
- Datamonitor profiles the credit card customer at two levels: usage and acquisition
- Australian credit card customers are mainly moderate transactors
- Evaluating the first phase of the consumer lifecycle: research
- The behavior shift: Australian consumers are researching their new card options more actively than before
- The loyalty shift: Australian credit card consumers are looking beyond their bank
- This is a "consumers find product information" era rather than an "FS providers feed the information" one
- Evaluating the second phase of the consumer lifecycle: apply
- The channel shift: the inevitable shift toward online
- Evaluating the third phase of the consumer lifecycle: use
- Credit cards show consistent usage across different spending categories
- Trust and price are key to increasing the adoption of contactless payments
- Evaluating the fourth phase of the consumer lifecycle: switch
- Switching customers: price factors remain the drivers to switching
- Service is the number one factor in customer retention, not price
- Switchers represent a bigger business case than new entrants, but with an extra challenge
INTRODUCTION TO THE AUSTRALIAN CREDIT CARD CUSTOMER
- The use of cash as the primary payment tool is declining
- Credit and charge cards overtook cash as Australian consumers' primary payment tool in 2011
- Datamonitor profiles credit card customers at two levels: usage and acquisition
- The first customer level examined is based on how consumers use their cards
- The second distinction is between those who are new to credit cards and those who are switching
- Debt, fraud, and fees: three issues to win those consumers without a credit card
- Mapping Australian credit card customers
- Australian credit card customers are mainly moderate transactors
- Consumer insight: the four stages of the product lifecycle
EVALUATING THE FIRST PHASE OF THE CONSUMER LIFECYCLE: RESEARCH
- The behavior shift: Australian consumers are more actively researching their new card options than before
- Four out of five new credit card customers in the last 12 months researched their product options
- Sources of information: digital channels dominate growth, but face-to-face is still dominant
- The loyalty shift: Australian credit card consumers are looking beyond their bank
- Interest rates and fees are becoming important factors in product choice
- The role of price comparison sites should not be ignored
- This is a "consumers find product information" era rather than "FS providers feed the information" one
- New credit card customers pay more attention to online PCSs than direct mail marketing
EVALUATING THE SECOND PHASE OF THE CONSUMER LIFECYCLE: APPLY
- The channel shift: the inevitable shift toward online
- New credit card customers choose the Internet as their preferred application channel
- However, contrary to this, most people still applied for a new credit card in branch
- Adding a personal touch to the online application process would address some major issues
- Consumers need assurances when using the online channel
- NAB's balance transfer calculator: do not assume consumers know their products
EVALUATING THE THIRD PHASE OF THE CONSUMER LIFECYCLE: USE
- Credit cards are the dominant card product among Australian customers
- The majority of Australians hold more than one type of payment card
- Australians put a higher priority on credit cards than other cards
- Trust and price are key to increasing the adoption of contactless payments
- The number of contactless payment users has doubled in the last 12 months
- Generational change will continue to drive the future adoption of contactless payments
- Credit card surcharges are a diversion toward other payment options
- Dual cards only target a small segment of Australian consumers
- The benefits of a dual card feature are still questioned by some customers
- Rewards have fueled the shift toward American Express cards
- Customers aged 25-34 are the prime target for dual cards
EVALUATING THE FOURTH PHASE OF THE CONSUMER LIFECYCLE: SWITCH
- Switching customers: price factors remain the main drivers to switching
- The credit card switching rate has increased in the last 12 months
- Frequent card users are more likely to switch than others
- Service is the number one factor in terms of customer retention, not price
- Service is an important retention factor for card issuers
- Targeting Australian credit card customers: listening to what consumers want
- Switchers represent a bigger business case than new entrants, but with an extra challenge
- Market gap analysis: what consumers have is not necessarily what consumers want
APPENDIX
- Supplementary data
- Methodology
- Further reading
- Ask the analyst
- Disclaimer
TABLES
- Table: The primary payment option for Australian consumers, 2009-11
- Table: Proportion of credit card customers by profile and the length of time with their main credit card provider
- Table: Which of the following payment methods do you most commonly use for each of these product/service categories?
- Table: Australian consumers' attitudes toward contactless payments, 2010-11
- Table: What consumers have versus what consumers want - revolvers
- Table: What consumers have versus what consumers want - moderate transactors
- Table: What consumers have versus what consumers want - high transactors
FIGURES
- Figure: Australian credit card customers map
- Figure: Credit cards are used across a wide range of spending categories
- Figure: Credit and charge cards overtook cash as the primary payment tool for Australian consumers in 2011
- Figure: The use of cash among Australian consumers is declining across all merchant segments (2009-11)
- Figure: Datamonitor credit card profiles
- Figure: First-time credit card customers dominated credit card acquisitions in the last 12 months
- Figure: Debt avoidance is one of the main factors for not having a credit card
- Figure: Australian credit card customers map
- Figure: The four stages of the product lifecycle
- Figure: Digital channels dominate growth, but face-to-face still dominant
- Figure: The usage of branch staff as a source of information for new credit cards is declining
- Figure: Most forms of digital content have grown significantly as a source of information
- Figure: More people are looking beyond their existing bank for a new credit card
- Figure: Annual fees and interest rates are currently the most important product features for consumers
- Figure: Depending on how they plan to use it, consumers have different requirements for their next credit card
- Figure: Online PCSs play a greater role than direct mail marketing
- Figure: The Internet is the preferred application channel for new credit card customers
- Figure: There remain big gaps between how consumers apply for their cards and how they would like to apply for them, potentially costing some issuers a lot of business
- Figure: The inability to discuss product options is the biggest barrier to consumers applying for products through the online channel
- Figure: NAB's balance transfer calculator provides simple but insightful information for potential customers
- Figure: The majority of Australians hold more than one type of payment card
- Figure: Credit card is the main card payment method among Australian consumers
- Figure: Credit cards are used across a wide range of spending categories
- Figure: In 2011, 9.1% of cardholders use contactless cards
- Figure: The adoption of new technologies has a strong correlation to the adoption of contactless payments
- Figure: A growing proportion of consumers are resistant to the idea of getting a contactless card
- Figure: Age has a positive correlation with the use of cash for payments below $10
- Figure: Most consumers look for alternative payment options when there is a surcharge
- Figure: Those customers who transact heavily are the most open to paying credit card surcharges
- Figure: While the majority of consumers who are aware that they have a dual card make use of it, a high proportion still do not use both cards
- Figure: High transactors are most likely to use a dual card product
- Figure: Credit card customers are less likely to leave their main credit card providers than transaction and savings account
- Figure: Moderate and high transactors are the groups most likely to switch to a new credit card
- Figure: Good customer service and low annual fees are key to customer retention
- Figure: A large proportion of new entrants are low transactors
- Figure: Card costs drive product selection for revolvers
- Figure: Moderate transactors see free insurance as an important feature for their new credit card
- Figure: There is a strong demand for cash back program among high transactors
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