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市場調查報告書
重新建立消費者對存款及投資的信心
Rebuilding Consumer Trust in Savings & Investments
| 出版商 |
Datamonitor |
| 出版日期 |
2009年08月 |
商品編碼 |
96351 |
| 內容資訊 |
英文 61 pages |
| 價格 |
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重新建立消費者對存款及投資的信心 是由出版商Datamonitor在2009年08月所出版的。
這份英文市場調查報告書包含61 pages 價格從美金4495起跳。
消費者對金融產業的信心降到谷底。對開始銀行業務的金融機構而言，目前集資的最優先課題就是建立信用。
本報告書內容包括：消費者對存款及投資的信心恢復相關分析資訊、主要動向及考察。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
- 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：存款・投資水準不僅受信用，也受其他因素影響
- 考察：信賴度愈高，存款就愈增加
- 考察：不景氣造成的不安感及家庭財務狀況大幅影響存款金額
- 動向：存款習慣逐漸變化當中
- 考察：存款人重視的一點是能有長期的成長，且能隨時領出
- 動向：存款或投資狀況因地區而異
- 考察：BRIC及亞太地區的信用・存款水準比歐美高
- 考察：信賴度時高時低
- 動向：複合性高的存款・投資商品有較高的信賴度
- 考察：對愈經過設計的商品及金融機構有較高的信賴度
行動要點
- 行動：同時重視不景氣造成的不安感及信用問題，發送相關訊息
- 行動：將其他利害關係人拉進來合作恢復消費者的信心
- 行動：應教育消費者有關存款商品及更廣泛的金融架構的知識
- 行動：重點發展利用者能更方便提款的具有流動性的商品
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.
Scope of this research
- Using Global consumer data from our Financial Services Consumer Insight
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 savings customers.
- The report discusses what trust means in the context of savings and
investment and what it means for customer acquisition and retention
- 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
Savings and investments are directly affected by trust. High trust invariably
leads to higher values and volumes of savings across the entire range of
products and institutions. However trust is not the only factor at play, with
wider economic as well as cultural factors having an impact on both levels of
activity and levels of trust.
Savings patterns are changing as consumers increasingly shift their concern
towards a focus on short term, high liquidity investment and savings products.
This trend is universal and is not limited solely to regions affected by the
downturn. This change in consumer concern will lead to a change in the type of
products saved with.
Investors and savers active in the most complex and sophisticated products
hold the highest levels of trust in the industry, despite the losses they have
made in the downturn. Higher understanding of finance leads to higher trust,
yet public engagement with the industry remains low. Improved public
understanding will lead to higher trust.
Key reasons to purchase this research
- Access the results of Datamonitor' s Global FS Consumer Insight survey,
enabling you to understand the drivers behind loss of trust in your industry
- Identify actionable strategies that can help encourage consumers to save
and invest
- Understand why trust matters, and the effect it has on the bottom line
Table of Contents
OVERVIEW
- Catalyst
- Summary
- Methodology
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
- Trust is critical to savings and investment
- 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
FUTURE DECODED
- Trend: Levels of savings and investment are impacted by more than trust
alone
- Insight: Higher trust leads to higher savings
- Insight: Recessionary fears and household finances have a significant
impact on savings
- Trend: Savings habits are changing
- Insight: Savers are focusing on instant access over long-term growth
- Trend: Savings and investment varies by region
- Insight: BRIC and Asia Pacific have higher trust and savings levels than
the West
- Western economies have low levels of trust which leads consumers to save
and invest less
- Insight: Trust levels are built up and lowered over time
- Trend: Trust levels are higher for more complex savings and investment
products
- Insight: Trust levels are higher for more sophisticated products and
institutions
- Building society/co-operative clients hold the lowest trust
- Sophisticated institutions will see greater long-term investments and
higher savings
- Sophisticated products hold significantly higher trust levels
- Holders of sophisticated products will be the most active in the near
term
ACTION POINTS
- ACTION: Focus communications on both recessionary fears and trust issues
- Familiarity breeds trust
- Honest and clear communications will restore trust
- Being pro-active in helping consumers who fall into difficulties will
alleviate recessionary concerns and improve trust
- ACTION: Work with other stakeholders for a conjoined effort in restoring
trust
- ACTION: Educate consumers about savings products and the wider financial
system
- ACTION: Focus on products that provide easy access and liquidity for
consumers
APPENDIX
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Trust in banking industry and average amount saved*
- Table: Average likelihood of future activity by trust in the entire
banking industry
- Table: Average likelihood of future activity by perceptions of recession*
- Table: Average likelihood of future activity by changes in household
finances
- Table: Level of concern in saving and investment before economic
conditions worsened
- Table: Average current level of concern in savings and investment
- Table: Average amount saved in frequency and value, by country
- Table: Frequency of saving by country
- Table: Average level of trust in primary bank and banking industry and
average amount saved US$*
- Table: Average level of trust in primary bank and banking industry and
difference in trust levels
- Table: Level of loss of trust in banking due to the credit crunch by
country
- Table: Average level of trust in primary bank and banking industry and
share of non-savers
- Table: Savings and investment share by type of institution
- Table: Share of savers with type of savings and investment product*
- Table: Level of trust in banking industry by type of financial institution
- Table: Average likelihood of future actions over next six months by type
of financial institution*
- Table: Level of trust in banking industry by type of savings and
investment product
- Table: Average likelihood of future actions over next six months by type
of financial institution
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: Trust and savings are strongly related
- Figure: Higher trust in the banking industry leads to an increase in
saving and investing
- Figure: Recessionary fears lead to a lower likelihood of future savings
- Figure: Household finances are the strongest driver of savings and
investment activity
- Figure: The downturn has shifted focus from long-term investment to
short-term savings
- Figure: Savings activity shows strong variations by country, by frequency
and by value
- Figure: China, India, and Singapore are the most regular savers
- Figure: Regions with high levels of trust in banking have higher savings
- Figure: Western regions have the lowest levels of trust in the banking
industry
- Figure: The UK and US have lost the most trust in the banking industry due
to the downturn
- Figure: Higher levels of trust lead to higher levels of saving by region
- Figure: Banks are the dominant player in S&I activity with a 56% market
share
- Figure: 41.1% of savers hold instant access savings accounts
- Figure: Building society consumers and those unsure of their situation
have the lowest trust in the banking industry
- Figure: More complex institutions are likely to see a minor increase in
activity in the near term
- Figure: Consumers with complex savings products have higher levels of trust
- Figure: Consumers with offshore savings accounts will be the most active
in the next six months
- Figure: Visibility as a historic or familiar brand can help improve trust
as consumers seek security
- Figure: Positive imagery that admits past problems can quickly change
consumer attitudes
- Figure: Financial institutions should become involved with programs such
as mymoney.gov
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