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市場調查報告書
高階卡：目標為富裕消費者層
Premium Cards: Targeting Affluent Consumers
| 出版商 |
Datamonitor |
| 出版日期 |
2011年12月 |
商品編碼 |
229259 |
| 內容資訊 |
英文 Pages: 68 |
| 價格 |
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高階卡：目標為富裕消費者層 是由出版商Datamonitor在2011年12月所出版的。
這份英文市場調查報告書包含Pages: 68 價格從美金4495起跳。
富裕消費者層在金融服務業界中一直為最具魅力的市場地位。
本報告書內容包括:高階卡市場為焦點、其現狀、富裕消費者對付款卡的期待、對卡片發行公司來說今後數年中應活用的機會等、此市場的未來及課題所探索的最新資訊彙整、內容綱要摘記如下:
概要
實施摘要
- 富裕客戶層的魅力評價
- 各種信用卡的使用客戶・商品的定義
- 「富裕消費者層」有相當的規模及集團、目前卡片發行公司給予優惠待遇
- 富裕信用卡使用客層為、發行公司的生命線
- 由富裕信用卡使用客所得到的大部分收益會費及付款手續費的收入
- 未來的高成長富裕市場所代表的新興國家
- 富裕信用卡使用客戶的人物像分析
- 富裕使用客戶平均1人的卡片持有數超過平均
- 少數派的富裕使用客構成收益的大半數
- 富裕使用客戶在大眾市場消費者以上有新的信用卡志向
- 富裕卡持有者在2個重點大眾市場與行動有所差異
- 高階卡的全球機會定量
- Datamonitor的Premium Cards Opportunity Model推算高階卡對象市場的規模
- 整體來說、今後12個月中1100萬人的富裕客戶預計為高階卡使用客戶
- 代表未來的高成長富裕市場的新興國家
- 今後美國對高階卡來說會剩下最大的開發空地市場
- 高階信用卡的未来
- 高度信用卡的普及是傳統型高階品牌的高級感遺失原因
- 後白金品牌為武器以富裕客戶為目標的卡片發行公司及技術
- 獨自的服務提供富裕層專用差別化重點
富裕客戶層的魅力評價
- 各種信用卡的使用客戶・商品的定義
- 「富裕消費者層」有相當的規模及集團、目前卡片發行公司給予優惠待遇
- 富裕信用卡使用客層為、發行公司的生命線
富裕信用卡使用客戶的人物像分析
- 富裕客戶可連結廣泛的卡片商品
- 富裕客戶需要旺盛的信用卡需求
- 富裕卡持有者有2個重點是大眾市場與行動的差異
- 富裕客戶比大眾市場有3.2倍的卡片支出
- 富裕客戶層的開放性上大眾市場不敵新的付款技術
高階卡的全球機會定量
- Datamonitor的Premium Cards Opportunity Model中推算高階卡對象市場的規模
- 對高階卡發行公司來說是高度成長市場的新興國家
- 今後美國對於高階卡有剩下最大的開發餘地市場
高階信用卡的未来
- 高階品牌展開的衰退、不影響富裕客戶層目標策略
- 白金上一階的卡片品牌有差別化的一面、依照品牌會有失去高級感的危險
- 「個性尊重」是目標利基富裕層的關鍵
附錄
圖表
Abstract
INTRODUCTION
The affluent consumer segment has always been an attractive target market for the financial services industry. This report looks at the current state of the premium card market, what affluent consumers expect from their payment cards, and the opportunities that exist for card issuers to tap into in the years to come.
FEATURES AND BENEFITS
- Use these insights into the behaviour of affluent credit card customers across 20 countries to shape your acquisition strategy.
- Successfully target affluent credit card customers by understanding what they want and how they use payment cards
- Better target the niche affluent consumer segment by understanding successful strategies to approach new premium card customers
- See the size of the prize from winning new affluent customers, in 20 countries
HIGHLIGHTS
- Perhaps unsurprisingly, affluent credit card customers generate higher average revenue per customer than mass market customers. From a revenue pool perspective, affluent customers generate 37% of total global credit card issuer revenue, despite only accounting for 30% of credit card customers.
- Demand for premium cards is expected to be strong in the next 12 months, as indicated by Datamonitor's Premium Cards Opportunity Model. Overall, 11 million affluent customers are expected to become premium card customers in the next 12 months, equivalent to an 8.5% increase above the current premium card penetration level.
- Traditional premium cards, which include gold and platinum cards, are slowly changing, and there have been many developments to leverage the high demand for premium cards among mass market customers. Some card issuers have moved to a new territory of premium cards, providing an extra level of benefits and exclusivity to affluent customers.
YOUR KEY QUESTIONS ANSWERED
- How big is the premium card market, and how much revenue do these cards generate compared to the mass market?
- What are the key differences and why the affluent credit card customers behave differently to the mass market?
- What is the expected growth for the premium card market and where will the growth come from?
- What is the future of premium cards?
Table of Contents
OVERVIEW
EXECUTIVE SUMMARY
- Assessing the attractiveness of the affluent customer segment
- Defining different credit card customers and credit card products
- Affluent consumers are a sizable group, and are currently well-served by card issuers
- Affluent credit card customers are crucial to issuers
- Fee and transaction fee income dominate affluent credit card customer revenue
- Emerging countries represent the future high growth affluent markets
- Profiling the affluent credit card customer
- Affluent customers hold more credit cards per person than the average credit card customer
- The minority of affluent customers makes up the majority of the revenue
- Affluent customers are more likely to look for a new credit card than mass market consumers
- Affluent cardholders behave differently from the mass market in two key ways
- Sizing global premium card opportunities
- Datamonitor's Premium Cards Opportunity Model sizes the target market for premium cards
- Overall, 11 million affluent customers are expected to become premium card customers in the next 12 months
- Emerging countries represent a high growth opportunity for premium cards
- The US remains the largest addressable market for premium cards
- The future of premium credit cards
- The high levels of credit card penetration have caused traditional premium brands to lose their exclusivity
- Card issuers and schemes continue to target affluent consumers with post-platinum brands
- Unique services will provide a point of differentiation for the affluent segment
ASSESSING THE ATTRACTIVENESS OF THE AFFLUENT CUSTOMER SEGMENT
- Defining different credit card customers and credit card products
- This report examines both the affluent customer group and the products designed to serve it
- Affluent consumers are a sizable group, and are currently well-served by card issuers
- The US represents the largest market of affluent customers
- Demand for credit cards is high among affluent customers
- However, premium card penetration is low among affluent credit card customers in some countries
- Affluent credit card customers are crucial to issuers
- The average affluent credit card customer generates 35% more revenue than the average mass market customer
- Fee and transaction fee income dominate affluent credit card customer revenue
- Affluent customers will drive the future growth of credit cards
PROFILING THE AFFLUENT CREDIT CARD CUSTOMER
- Affluent customers have access to a wide range of card products
- Affluent customers hold more credit cards per person than the average credit card customer
- The majority of affluent customers are active credit card users, but attachment levels vary globally
- Affluent customers show strong demand for credit cards
- Affluent customers are more likely to look for a new credit card than mass market consumers
- Affluent customers are better informed about credit card products than the mass market
- Affluent cardholders behave differently from the mass market in two key ways
- Affluent customers spend 3.2 times more on their credit cards than mass market customers
- Affluent customers are more open to new payment innovations than the mass market
SIZING GLOBAL PREMIUM CARD OPPORTUNITIES
- Datamonitor's Premium Cards Opportunity Model sizes the target market for premium cards
- The Premium Cards Opportunity Model identifies two key consumer groupings for premium cards
- Emerging countries will become high growth markets for premium card issuers
- Overall, 11 million affluent customers are expected to become premium card customers in the next 12 months
- Emerging countries represent a high growth opportunity for premium cards
- Not all card issuers benefit from upgraders
- The US remains the largest addressable market for premium cards
- High growth in the number of affluent customers in emerging countries will provide strong future growth
THE FUTURE OF PREMIUM CREDIT CARDS
- The erosion of premium branding has not affected the targeting of affluent consumers
- The high levels of credit card penetration have caused traditional premium brands to lose their exclusivity
- Card issuers and schemes continue to target affluent consumers with post-platinum brands
- Cards branded above platinum offer differentiation, but some are at risk of losing their exclusive status
- Visa Signature and MasterCard World are aimed at offering extra services
- However, the pressure to use this branding to attract customers is devaluing such offerings
- Individuality is the key to targeting niche affluent segments
- Card issuers with leadership in a particular area are valued highly by affluent customers
- Invitation only cards provide additional exclusivity for high net worth customers
- Unique services will provide a point of differentiation for the affluent segment
APPENDIX
- Supplementary data
- Methodology
- Datamonitor's Global Credit Card Revenue Model analyzes card issuer revenue from three different sources
- Primary and secondary research
- Further reading
- Ask the analyst
- Disclaimer
TABLES
- Table: Premium brands used by the main international card schemes
- Table: A comparison of the minimum requirement guideline for Visa Signature in different countries
- Table: Affluent customers across different countries, 2011
- Table: Credit card penetration across different countries, by segment, 2011
- Table: Penetration of premium cards among affluent credit card customers, 2011
- Table: Annual revenue per credit card customers across different countries ($), 2011
- Table: Annual revenue per affluent credit card customers, by source of income ($), 2011
- Table: Affluent credit card customers and their primacy, 2011
- Table: Monthly credit card spend, by segment ($), 2011
- Table: Potential upgraders and new entrants to the premium card market, by country (percentage of consumers), 2011
- Table: Level of opportunity and addressable market size for new premium card customers, by country, 2011
FIGURES
- Figure: Datamonitor's definition of premium products and affluent customers
- Figure: Emerging countries represent high growth for the premium card market
- Figure: Datamonitor's definition of premium products and affluent customers
- Figure: The US is the largest market for affluent customers
- Figure: Credit card penetration is higher among affluent customers than mass market customers
- Figure: 60% of global affluent credit card customers have a premium credit card
- Figure: High inequality of wealth distribution creates demand for exclusivity
- Figure: Affluent credit card customers generate more revenue per head than the mass market
- Figure: Fee-derived income accounts for the majority of revenue from affluent credit card customers
- Figure: Source of income differs substantially between countries
- Figure: Emerging countries are the future high growth affluent markets
- Figure: Affluent customers hold more credit cards than the average customer
- Figure: Affluent customers in France have the greatest attachment to a single credit card, while those in Singapore are most likely to use multiple cards
- Figure: The high proportion of customers who look for new credit cards represents both an opportunity and a threat
- Figure: Affluent customers are better informed about credit card products than mass market customers
- Figure: Affluent customers spend 3.2 times more on their credit cards than mass market customers
- Figure: Travel, food and drink, and fuel expenses are the three leading categories of credit card usage among affluent customers
- Figure: One in four affluent customers have used contactless payments
- Figure: Affluent customers are more open to using mobile phones for banking-related services
- Figure: Affluent customers have higher levels of trust in their card issuers than the average consumer
- Figure: There are two target growth areas for premium cards: affluent consumers without a premium card and those with no credit card at all
- Figure: Upgraders represent the main source of growth for premium cards
- Figure: Emerging countries represent high growth for the premium card market
- Figure: The US has the largest addressable market for premium cards
- Figure: There is a high penetration of premium-branded cards among mass market customers in many countries
- Figure: Lloyd TSB and Standard Chartered in Singapore are two issuers that no longer offer gold credit cards
- Figure: Examples of the extra levels of services offered to attract mass affluent customers
- Figure: Metal cards help convey a special status
- Figure: Datamonitor's Global Credit Card Revenue Model
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