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市場調查報告書
重新建立消費者對年金的信心
Rebuilding Consumer Trust in Pensions
| 出版商 |
Datamonitor |
| 出版日期 |
2009年07月 |
商品編碼 |
96191 |
| 內容資訊 |
英文 56 pages |
| 價格 |
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重新建立消費者對年金的信心 是由出版商Datamonitor在2009年07月所出版的。
這份英文市場調查報告書包含56 pages 價格從美金4495起跳。
消費者對金融業的信心水準可說是跌入谷底。對以銀行為首的金融機構而言，為了吸收市場資金的最優先課題就是重新建立信用。信用的重要性雖因產業或地區或有不同，但不變的是金融業者的信用是留住現有顧客，吸引新顧客的重大因素。
本報告書內容包括：為重建消費者對年金商品的信心的調查資訊。內容綱要摘記如下：
概要
介紹：對金融業而言的信用
- 定義概念：何謂信用？
- 提高信用度有助於獲得及留住顧客，並提高整體業績利益
- 消費者相信個別的金融業者更甚於整體金融產業
- 展現信用有許多方法
- 一旦失去信用就不容易恢復，這也與其他企業擁有的不信任感相關
- 更廣義的利害關係人有共同負責的義務，這也是產業真正須面臨的課題
未來分析
- 動向：消費者相信年金業者更甚於往來的銀行
- 考察：消費者相信自己利用的金融業者更甚於整體金融產業
- 動向：年金定存增加的幅度對消費者而言不是優先事項
- 考察：非年金加入者比加入者更不相信年金產業
- 動向：愈高齡的消費者愈傾向不相信年金產業
- 考察：35歲至44歲及50歲至64歲間的消費者比其他年齡層的消費者更精通於金融資訊
- 考察：愈高齡的消費者愈在意自已利用的業者如何度過這次的危機
- 考察：愈高齡的消費者愈傾向認為年金是自己的責任
- 動向：對所利用的年金業者或整個年金產業的信心不會對消費者定存的月平均年金費用影響太大
- 考察：深深影響年金定存金額多寡的是生活型態和價值觀
- 考察：愈是定期儲蓄年金的人愈不相信自己利用的年金業者
- 動向：消費者沒有確實的退休後的收入來源
- 考察：愈是不相信利用的年金業者的消費者愈有不確定退休後收入來源的傾向
- 考察：擁有公家系統存款的消費者不擔心退休後的收入來源
- 考察：愈晚得知最新新聞發展的消費者愈相信年金產業
行動要點
- 年金業者應在新興市場中更加確立自己的形象
- 讓年輕消費者群瞭解年金重要性的啓蒙活動不可或缺
- 經常給顧客建議，增加定期接觸的機會
附錄
圖表
Abstract
Introduction
Consumer trust in Financial Services is at an all time low. In order to
attract consumers' money banks and other institutions must first rebuild
trust. The importance of trust varies across industry and region but for all
FS players trust is a crucial element in retaining and attracting customers.
Scope of this research
- Using global consumer data from our FSCI survey this report identifies the
extent to which trust has been lost.
- The report analyses the causes of this shift & identifies strategies that
can be employed to rebuild trust and attract & retain pensions customers.
- The report discusses what trust means in the context of pensions and what
it means for customer acquisition and retention, as well as performance.
- A number of key trends are highlighted that describe the interplay between
trust, attitudes and behaviour in the wake of the credit crunch.
Research and analysis highlights
During the financial crisis, much emphasis has been placed on how consumers
have lost their trust in the financial services industry and in their bank in
particular. Nonetheless, despite the current banking crisis, consumers' own
banks have managed to maintain a larger degree of their trust than pension
providers.
People have not been prepared to take on additional longer-term financial
risks during the financial crisis, even if it could have resulted in
potentially higher return, risking the likelihood that they would not have
sufficient funds available for a comfortable retirement.
Trust in the overall pensions industry falls as consumers get older, dropping
to the lowest level for those between the ages of 50-64. This reduction in
trust in the overall industry may be a symptom of a greater exposure to the
pensions industry and thus a greater awareness of all the negative press
coverage.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey,
enabling you to understand drivers behind the loss of trust in your industry
- Identify actionable strategies that can help encourage consumers to put
aside money for a pension
Table of Contents
OVERVIEW
INTRODUCTION: TRUST IN THE CONTEXT OF FINANCIAL SERVICES
- Defining the intangible: what is trust?
- Datamonitor' s Trust Process attempts to capture both the static and the
dynamic elements of consumer trust
- An improved level of trust can directly benefit customer acquisition,
retention and overall performance
- Consumers trust individual providers more than the industry as a whole
- Trust is manifested in the market through a variety of means
- Once lost, trust is hard to recover but is relative to the distrust felt
for other organizations
- Long queues outside branches were evidence of a loss of trust in
Northern Rock
- The collapse of Fannie Mae and Freddie Mac is another example of the
fallout from lost trust
- A wider range of stakeholders must take responsibility for rebuilding
trust and this is the real challenge for the industry
- Industry bodies must accept their own responsibilities and avoid passing
the buck
THE FUTURE DECODED
- Trend: Consumers trust their pension providers less than their bank
- Consumers trust their bank more than their pension provider, but they
trust the wider pensions industry more than the banking industry
- Insight: Consumers trust their own pension provider more than the overall
industry
- In the majority of countries most respondents had a significantly
greater level of trust in their pension provider than in the industry as a
whole
- Trend: Paying more into their pension is not a priority for consumers
- Reducing debt and expenditure are key priorities for consumers
- Insight: Those without a pension are less likely to trust the pensions
industry
- Less than one third of consumers have a pension
- Trend: Older consumers place less trust in the pensions industry
- Trust in the pensions industry decreases with age but trust in pensions
providers increases
- Insight: Consumers in the age ranges 35 - 44 and 50 - 64 are more
financially informed
- Insight: Older consumers are more concerned about the way their provider
has managed the crisis
- Those in the accumulator stage are most likely to distrust the pensions
industry more than they did before the credit crunch
- Insight: Older consumers are more likely to say that their pension is
their responsibility
- Trend: Trust in one' s pension provider or the pensions industry as a whole
has little discernible impact on the size of consumers' average monthly
payments into their pension
- There is no consistent relationship between the average monthly pension
payments and the level of trust shown in one' s pension provider
- There is no clear link between monthly savings and the pensions industry
as a whole
- Insight: Lifestyle and affordability have had a major impact on how much
consumers pay into their pension
- Prior to the credit crunch consumers in the US and the UK in particular
have focused on a life of credit
- People are not prepared to take on higher pension savings during a
market downturn
- Affordability and short-term views act as further barriers to pension
savings
- People are not saving for the future, assuming that they will be looked
after by the buckling state system
- Young people are discounting the value of importance in building up
retirement savings
- Insight: Those who pay into their pensions more regularly are less likely
to trust their pension provider
- Trend: Consumers are uncertain from where they will get their retirement
income
- Close to half of all consumers are not sure from where they will get their
retirement income
- Insight: The less trust consumers have in their pension provider the more
unsure they are where they will get their income from in retirement
- Insight: Consumers who hold their savings with the government are least
likely to fear for their income in retirement
- Insight: Consumers who keep up with the latest developments in the news
are more likely to trust the pensions industry
- ACTION POINTS
- Action point: Pension providers should aim to establish more of a presence
in emerging markets
- Buying a stake in an existing company is a good way of entering a new
market
- An outright takeover provides a pension provider with greater control
upon its entry into a new market
- Action point: Education of younger consumers about the importance of a
pension is vital
- Pension providers need to make more of an effort to tailor their
offering to the young
- Target the young with effective communications
- Action point: Engage in more regular contact with their customers by
offering more advice
- Financial health checks can be used to help consumers improve their
financial situation
- Find innovative methods in which to offer advice to consumers
APPENDIX
- Supplementary data
- Definitions
- Personal pensions
- Stakeholder pensions
- Group personal pensions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Trust in own bank compared with trust in own pension provider by
country
- Table: Trust in the banking industry compared with trust in the pensions
industry by country
- Table: Trust in the pensions industry compared with trust in a pension
provider by country
- Table: Average likelihood of action over the next six months
- Table: Level of trust in the industry for different pension types by
number of pensions
- Table: Percentage of the population with a pension
- Table: Level of trust in pensions by age group
- Table: Use of newspaper to help inform financial decision making by age
group
- Table: Nervous about pension value/maintaining value of pension after
credit crunch by age group
- Table: Trust the entire pensions industry less than before the credit
crunch by age group
- Table: Responsibility for income in retirement by age group
- Table: Average level of monthly savings compared with trust in pension
provider by country
- Table: Average level of monthly savings compared with trust in pensions
industry by country
- Table: Trust in pension provider and industry by regularity of payment
- Table: % who agree that they know where they will get their income in
retirement from
- Table: Extent of consumer belief that they know where they will get their
income in retirement compared with trust in provider
- Table: Alternative sources of savings versus where get income in retirement
- Table: Financial intelligence compared with trust in the pensions industry
FIGURES
- Figure: The Datamonitor Trust Process
- Figure: Increased trust helps to build up customer acquisition/retention
and improve performance
- Figure: Customers queuing outside Northern Rock as they lose their trust
in the bank' s business model
- Figure: Consumers globally feel that government and businesses share
responsibility for the crisis
- Figure: 53% of consumers globally feel that government should be held most
responsible for solving the financial credit crisis
- Figure: 64% of Indonesian consumers believe government and regulators are
most responsible for solving the financial credit crisis.
- Figure: In the BRIC countries and Singapore in particular banks are
significantly more trusted than pension providers
- Figure: The pensions industry is more trusted than the banking industry
- Figure: Consumers trust their own provider more than they trust the
overall pensions industry
- Figure: Over the next six months consumers are most likely to agree that
they will reduce their credit card debt
- Figure: Those without pension products are less likely to trust the
industry overall
- Figure: Almost 70% of consumers do not have a pension
- Figure: Trust in the pensions industry is lowest between the ages of 50
and 64
- Figure: The age group 50 - 64 is a close second to 35 - 49 in terms of the
extent to which they keep up with financial news to make more informed
decisions and make more of their money
- Figure: Respondents in the age groups 35 - 49 and 50 - 64 were most likely
to be nervous about the value of their pension and feel that their provider
could have done more to maintain its value
- Figure: Those in the age group 50 - 64 are most likely to trust the entire
pension industry less than they did before the credit crunch
- Figure: Consumers' belief that their pension is their own responsibility
increases with age
- Figure: Trust in your pension provider has no discernible relationship
with average monthly savings
- Figure: Singapore and China have the highest value of average monthly
savings
- Figure: Affordability is a strong barrier against saving for a pension
- Figure: Trust levels decline for those who contribute to their pension
more regularly
- Figure: More than 45% of consumers agree that they are not sure from where
they will get their retirement income
- Figure: Those who disagree with the statement that they do not know how
much they will obtain in retirement have the strongest trust in their provider
- Figure: Those with a government-run savings scheme are most likely to be
sure where they will get their income in retirement
- Figure: If consumers keep up with the news or avoid it completely they are
more likely to trust the pensions industry
- Figure: Like other Spanish banks BBVA makes a big effort to connect with
the young
- Figure: Lincoln Financial Group offers an innovative way of disseminating
financial advice
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