德國金融服務消費者的會員通路利用 是由出版商Finaccord Ltd.在2009年02月所出版的。
這份英文市場調查報告書包含110 Pages 價格從美金2245起跳。
Abstract
Affinity Metrics: Consumer Usage of Affinity Distribution Channels in
Financial Services in Germany offers a detailed analysis of the results of
Finaccord' s research into consumer distribution channel usage in Germany for a
range of financial and other services as they pertain to seven important
affinity categories which can be described as ' non-universal' by virtue of the
fact that they do not embrace all consumers.
Namely, these non-universal affinity categories are supporters of charities,
supporters of football or other sports clubs, members of loyalty schemes,
regular readers of particular newspapers or magazines, members and close
relatives of members of professional or trade associations, members and close
relatives of members of trade unions, and employees of businesses or other
organisations.
In particular, the study seeks to provide in-depth data concerning the
characteristics of consumers who classify themselves as belonging to these
affinity categories and, in addition, to offer data describing the take-up
rates among members of these affinity groups for 25 financial products and
services, including computation of the approximate number of customers
captured by each affinity category that is implied by the results.
Furthermore, by way of contrast and in order to set a benchmark for the seven
non-universal affinity channels, it also provides equivalent data sets for two
major ' universal' affinity categories to which all consumers can be said to
belong, namely the German Post Office and supermarkets and other retailers.
Key features of this report include: in-depth analysis of take-up rates for
each financial product and service covered for each of the two universal and
seven non-universal affinity channels considered; calculation of the implied
number of customers in Germany currently holding the same financial products
and services who acquired them through the affinity categories to which they
belong; investigation into the gender, age group and annual household income
profile of consumers classifying themselves as belonging to each of the seven
non-universal affinity categories including the average age and average annual
household income of individuals falling into each category; assessment of the
importance of affinity marketing for 25 distinct financial products and
services including under-researched sectors such as dental insurance and
long-term care insurance; discussion of the possible future evolution of
affinity marketing in Germany: which financial products and which affinity
distribution channels offer the greatest potential? The research for this
study was carried out during November and December 2008 using the Internet
consumer panel of mo' web with completed surveys having been filled in and
submitted on-line by a total of 3,000 consumers.
Table of Contents
0.0 EXECUTIVE SUMMARY
- Research background and structure
- 51.65 million adult consumers in Germany are members of at least one
loyalty scheme
- Charities achieve very modest utilization across a wide range of financial
products and services
- Football and other sports clubs have had very little impact in affinity
marketing of financial services
- A high number of loyalty scheme members converts into some apparently
impressive sales volumes
- Media affinities can be used to promote a fairly broad array of financial
and other products or services
- Acquisition rates through professional and trade associations are
noteworthy for certain products with a similar assertion also applying in the
case of trade unions .
- The impact of worksite marketing is most significant in the context of
private pension insurance
- Germany' s Post Office lags behind its counterparts in certain other
European countries
- Supermarkets and other retailers have achieved impressive results as
distributors of dental insurance
- The performance of particular affinity categories varies greatly from one
product or service to another
1.0 INTRODUCTION
- Research rationale
- This research provides a detailed analysis of eight important
non-universal affinity categories with results presented across 25 financial
and three other products and services and compared with that gathered for
both the Post Office and supermarkets and other retailers
- Research sample and mechanics
- Finaccord
- Other consumer research publications for Germany
- Affinity and partnership marketing publications for Germany
- Equivalent publications for the UK
- mo' web .
2.0 AFFINITY CHARACTERISTICS
- Introduction
- The number of consumers belonging to each affinity category exceeds 10
million in all but one case
- Age profile of affinity group members
- Over the age of 25, members of loyalty schemes are the most numerous
while they are also characterised by the highest average age
- Annual household income profile affinity group members
- Consumers in all income groups are most likely to be accessible through
loyalty schemes although members of professional and trade associations
boast the highest average income
- Data tables
- Charities
- Football and other sports clubs
- Loyalty schemes
- Newspapers and magazines
- Professional and trade associations
- Trade unions
- Worksite
3.0 AFFINITY PERFORMANCE
- Introduction
- An implied number of customers can be computed for each product or
service and each channel with results for the 25 financial products and
services grouped into five product families
- Charities
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Charities remain at the periphery of financial services distribution in
Germany
- Football and other sports clubs
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Football and other sports clubs are used only for credit cards and
savings accounts and bonds
- Loyalty schemes
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Co-branded credit cards linked to loyalty schemes are enjoying
conspicuous success
- Newspapers and magazines
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Media affinity groups lie at the margins of financial services
distribution in Germany
- Post Office
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Savings and investments
- Overview of implied numbers
- Germany' s Post Office has yet to fulfill its potential as a distribution
channel for insurance
- Professional and trade associations
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Professional and trade associations offer low to medium distribution
potential in all cases
- Supermarkets and other retailers
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Retailers may extend their success in consumer finance and co-branded
cards to insurance
- Trade unions
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Trade unions offer viable distribution potential for a number of
financial products and services
- Worksite
- Motor insurance, household insurance and associated policies
- Life, accident and health insurance
- Other personal non-life insurance
- Lending products and associated insurance
- Savings and investments
- Overview of implied numbers
- Private pension insurance is most commonly acquired through worksite
marketing in Germany
GRAPHICS / TABLES
- The financial services distribution channel universe - major non-universal
affinity categories
- Sample breakdown by age group, household income band and geographical
location
- Age group distribution of adult affinity group members in Germany, 2008
- Average age of adult affinity group members in Germany, 2008
- Annual household income group distribution of adult affinity group members
in Germany, 2008
- Average annual household income of adult affinity group members in
Germany, 2008
- Analysis of supporters of charities in Germany by gender, age group and
annual household income, 2008
- Analysis of supporters of football and other sports clubs in Germany by
gender, age group and annual household income, 2008
- Analysis of members of loyalty schemes in Germany by gender, age group and
annual household income, 2008
- Analysis of regular readers of newspapers and magazines in Germany by
gender, age group and annual household income, 2008
- Analysis of members of professional and trade associations in Germany by
gender, age group and annual household income, 2008
- Analysis of members of trade unions in Germany by gender, age group and
annual household income, 2008
- Analysis of employees of businesses and other organisations in Germany by
gender, age group and annual household income, 2008
- % of supporters of charities in Germany acquiring motor insurance,
household insurance and associated policies through a charity that they
support, 2008 and all previous years
- % of supporters of charities in Germany acquiring life, accident and
health insurance through a charity that they support, 2008 and all previous
years
- % of supporters of charities in Germany acquiring other personal non-life
insurance through a charity that they support, 2008 and all previous years
- % of supporters of charities in Germany acquiring lending products and
associated insurance through a charity that they support, 2008 and all
previous years
- % of supporters of charities in Germany acquiring savings and investments
through a charity that they support, 2008 and all previous years
- Implied number of supporters of charities in Germany holding financial
products or services that they acquired through a charity that they support,
2008
- Implied number of policies or contracts currently held acquired through
charities in Germany, 2008
- % of supporters of football or other sports clubs in Germany acquiring
motor insurance, household insurance associated policies through the club
supported, 2008 and all previous years
- % of supporters of football or other sports clubs in Germany acquiring
life, accident and health insurance through the club supported, 2008 and all
previous years
- % of supporters of football or other sports clubs in Germany acquiring
other personal non-life insurance through the club supported, 2008 and all
previous years
- % of supporters of football or other sports clubs in Germany acquiring
lending products and associated insurance through the club supported, 2008 and
all previous years
- % of supporters of football or other sports clubs in Germany acquiring
savings and investment products through the club supported, 2008 and all
previous years
- Implied number of supporters of football and other sports clubs in Germany
holding financial and other products or services that they acquired through
the club supported, 2008
- Implied number of policies or contracts currently held acquired through a
football or other sports clubs in Germany, 2008
- % of members of loyalty schemes in Germany acquiring motor insurance,
household insurance and associated policies through a scheme, 2008 and all
previous years
- % of members of loyalty schemes in Germany acquiring life, accident and
health insurance through a scheme, 2008 and all previous years
- % of members of loyalty schemes in Germany acquiring other personal
non-life insurance through a scheme, 2008 and all previous years
- % of members of loyalty schemes in Germany acquiring lending products and
associated insurance through a scheme, 2008 and all previous years
- % of members of loyalty schemes in Germany acquiring savings and
investment products through a scheme, 2008 and all previous years
- Implied number of members of loyalty schemes in Germany holding financial
and other products or services that they acquired through a scheme, 2008
- Implied number of policies or contracts currently held acquired through a
loyalty scheme in Germany, 2008
- % of readers of newspapers and magazines in Germany acquiring motor
insurance, household insurance and associated policies through a newspaper or
magazine, 2008 and all previous years
- % of members of readers of newspapers and magazines in Germany acquiring
life, accident and health insurance through a newspaper or magazine, 2008 and
all previous years
- % of readers of newspapers and magazines in Germany acquiring other
personal non-life insurance through a newspaper or magazine, 2008 and all
previous years
- % of readers of newspapers and magazines in Germany acquiring lending
products and associated insurance through a newspaper or magazine, 2008 and
all previous years
- % of readers of newspapers and magazines in Germany acquiring savings and
investments through a newspaper or magazine, 2008 and all previous years
- Implied number of readers of newspapers and magazines in Germany holding
financial products or services that they acquired through a newspaper or
magazine, 2008
- Implied number of policies or contracts currently held acquired through a
newspaper or magazine in Germany, 2008
- % of all consumers in Germany acquiring motor insurance, household
insurance and associated policies through the Post Office, 2008 and all
previous years
- % of all consumers in Germany acquiring life, accident and health
insurance through the Post Office, 2008 and all previous years
- % of all consumers in Germany acquiring other personal non-life insurance
through the Post Office, 2008 and all previous years
- % of all consumers in Germany acquiring savings and investments through
the Post Office, 2008 and all previous years
- Implied number of consumers in Germany holding financial products or
services that they acquired through the Post Office, 2008
- Implied number of policies or contracts currently held acquired through
the Post Office in Germany, 2008
- % of members of professional and trade associations in Germany acquiring
motor insurance, household insurance and associated policies through their
association, 2008 and all previous years
- % of members of professional and trade associations in Germany acquiring
life, accident and health insurance through their association, 2008 and all
previous years
- % of members of professional and trade associations in Germany acquiring
other personal non-life insurance through their association, 2008 and all
previous years
- % of members of professional and trade associations in Germany acquiring
lending products and associated insurance through their association, 2008 and
all previous years
- % of supporters of professional and trade associations in Germany
acquiring savings and investment products through their association, 2008 and
all previous years
- Implied number of members of professional and trade associations in
Germany holding financial and other products or services that they acquired
through their association, 2008
- Implied number of policies or contracts currently held acquired through a
professional or trade association in Germany, 2008
- % of all consumers in Germany acquiring motor insurance, household
insurance and associated policies through supermarkets and other retailers,
2008 and all previous years
- % of all consumers in Germany acquiring life, accident and health
insurance through supermarkets and other retailers, 2008 and all previous years
- % of all consumers in Germany acquiring other personal non-life insurance
through supermarkets and other retailers, 2008 and all previous years
- % of all consumers in Germany acquiring lending products and associated
insurance through supermarkets and other retailers, 2008 and all previous years
- % of all consumers in Germany acquiring savings and investments through
supermarkets and other retailers, 2008 and all previous years
- Implied number of all consumers in Germany holding financial products or
services that they acquired through supermarkets or other retailers, 2008
- Implied number of policies or contracts currently held acquired through
supermarkets or other retailers in Germany, 2008
- % of members of trade unions in Germany acquiring motor insurance,
household insurance and associated policies through their union, 2008 and all
previous years
- % of members of trade unions in Germany acquiring life, accident and
health insurance through their union, 2008 and all previous years
- % of members of trade unions in Germany acquiring other personal non-life
insurance through their union, 2008 and all previous years
- % of members of trade unions in Germany acquiring lending products and
associated insurance through their union, 2008 and all previous years
- % of supporters of trade unions in Germany acquiring savings and
investment products through their union, 2008 and all previous years
- Implied number of members of trade unions in Germany holding financial and
other products or services that they acquired through their union, 2008
- Implied number of policies or contracts currently held acquired through a
trade union in Germany, 2008
- % of employees in Germany acquiring motor insurance, household insurance
and associated policies through the worksite, 2008 and all previous years
- % of employees in Germany acquiring life, accident and health insurance
through the worksite, 2008 and all previous years
- % of employees in Germany acquiring other personal non-life insurance
through the worksite, 2008 and all previous years
- % of employees in Germany acquiring lending products and associated
insurance through the worksite, 2008 and all previous years
- % of employees in Germany acquiring savings and investment products
through the worksite, 2008 and all previous years
- Implied number of employees in Germany holding financial and other
products or services that they acquired through the worksite, 2008
- Implied number of policies or contracts currently held acquired through
the worksite in Germany, 2008
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