オンライン借入に関する消費者動向

Consumer Attitudes to Borrowing Online

発行	Datamonitor
出版日	2009年10月	商品コード	101285
ページ情報	英文 62 pages
価格	US$ 4,495 換算 ¥ 362,701 (税抜) PDF by E-mail (Single User License) US$ 11,238 換算 ¥ 906,794 (税抜) PDF by E-mail (Global Site License)

概要
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原文目次

Abstract

Introduction

Consumer attitudes toward using the online channel for borrowing are constantly evolving. Ongoing technological advancement as well as demographic and lifestage complexities are driving these shifts in attitude. Lenders must understand what consumers want from the online channel in order to maximize the advantages that it can bring to their business.

Scope of this research

Using global data from our FSCI survey this report analyzes how consumer attitudes towards borrowing online are changing.
The report analyzes the causes of these shifts and identifies strategies that can be employed by lenders to attract & retain online customers.
The report discusses the opportunities and threats faced by lenders wanting to develop their online strategy.
A number of key trends have been identified that describe the impact of new technologies upon the market for loans.

Research and analysis highlights

The online channel is becoming increasingly important for borrowing-related activity, such as searching for suitable deals. Across nearly all markets, consumers are more likely to take out loans online direct from a provider rather than use an aggregator site.

Continuing concerns over online security are a worry for consumers, which may become more of an issue as dependence on this channel rises. Among those who have never bought financial products online, there is considerable doubt as to the safety of borrowing online.

Web 2.0 technologies and the emergence of social networking give banks greater scope to engage with their borrowing customers, and enable them to target their loan offerings more effectively. Blogs, video content and personalized recommendations can all help to strengthen relationships and build loyalty.

Key reasons to purchase this research

Access the results of Datamonitor' s Global FS Consumer Insight survey, enabling you to understand shifting online attitudes and behaviors.
Identify why these changes are occurring, and understand the future implications for online borrowing.
Identify actionable strategies that can help encourage consumers to engage with the online channel.

OVERVIEW

Catalyst
Summary
Methodology

INTRODUCTION

Financial Services Consumer Insight: dispelling the myths surrounding online behaviors
- Understanding consumers' attitudes towards financial services is vital for providers

THE FUTURE DECODED

Trend: Online activity continues to grow across the world
- The majority of online consumers have bought financial products and services online
- Older consumers are almost as likely to buy financial services online as younger consumers
Insight: The online channel is increasingly important for borrowing-related activity
- There is significant regional variation in the propensity of consumers to borrow online
- Consumers' take-up of online borrowing facilities varies across countries
- Older searchers of online deals are more likely to convert to borrowers than younger searchers
- The wealthier consumers are, the more inclined they are to search for loan deals online
- The more financially knowledgeable consumers are, the more likely they are to search out deals
Insight: Consumers exhibit caution when searching and applying for loans online
- Consumers prefer to apply for loans direct from a provider rather than through an aggregator site
- Consumers do not buy exclusively on the basis of price
- Price-focused consumers are much more likely to apply for loan deals online
Insight: Consumers still desire human contact when searching and applying for loans
- Consumers cite a preference for dealing with people as a key reason for not buying online
- Financial intelligence and use of financial advice in borrowing
Trend: Security remains a significant barrier to the further adoption of online banking
- Criminal activity directed at online consumers is on the rise
Insight: Many consumers harbor doubts about the safety of borrowing online
- Perceptions of safety are closely linked to previous experience of online searches and applications
- Confidence in security directly impacts upon propensity to borrow online
Insight: Rising dependence on online channels increases vulnerability to attacks
- Social networking sites were compromised by hackers targeting a specific blogger
- Three individuals have been charged with stealing 130 million credit card numbers in the US
Trend: Web 2.0 presents new opportunities for banks to engage with their borrowing customers
- Social networking is here to stay
- Social media have been adopted by all sections of the population
Insight: Banks can exploit new media to increase customer engagement
- Providers need to carefully consider how to make use of new media
- Wells Fargo transforms the internet from a liability into an asset for itself
- CompareTheMarket.com has scored a hit with its current ' meerkat' campaign
Insight: Providers should avoid using social media for traditional sales and marketing approaches
- Social media can help create a more conducive environment for building business
- Social media is a valuable tool for providers, but there can be pitfalls
Insight: New technology enables banks to target their loan offerings more efficiently
- BBVA has launched an innovative online service that identifies the needs of individual customers
- Applications such as Tu Cuentas increase the possibilities for the cross-selling of loan products
- Several banks now boast the capacity to instantly communicate online with prospective loan applicants

ACTION POINTS

Action point: Take advantage of Web 2.0 and social media to enhance customer engagement
- Banks should move beyond basic sales pitches focused primarily on rate
- Use new channels as a proxy for face-to-face contact
- Exploit new technology to create a richer customer experience
Action point: Target loan products at older consumers
- Video and social media can be used to reach this market
Action point: Take steps to improve online security, and perceptions of security
- Banks need to tighten up their security protocols to reassure customers
- Mobile technology can be incorporated into authentication procedures
- Greater efforts to educate and reassure the public are needed

APPENDIX

Supplementary data
Definitions
- Asia Pacific
- BRIC
- Europe
- Phishing attack
Methodology
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

TABLES

Table: Global internet usage, over time
Table: Internet users per 100 inhabitants, by geographical area, over time
Table: Purchase of financial products online, by country
Table: Current usage of personal loans, by country
Table: Online loan behavior and current loan usage, by country
Table: Online loan behavior, by age
Table: Online loan behavior, by household income (US)
Table: Online loan behavior, by household income (UK)
Table: Online loan behavior, by household income (Australia)
Table: Online loan behavior, by level of financial knowledge
Table: Direct vs. comparison site sales of online loans, by country
Table: Attitudes to price, by whether or not have bought financial products online, by country
Table: Attitudes to price, by age
Table: Effect of importance of price on driving online loan application
Table: Reasons for not banking online
Table: Propensity to search, but not apply, for loans online, by country
Table: Propensity to discuss borrowing needs in person, by country
Table: Attitudes to safety of borrowing online, by country
Table: Attitudes to safety of borrowing online, by online loan behavior
Table: Online loan behavior, by level of concern about safety of online borrowing
Table: Conversion rates for online loan searchers, by age

FIGURES

Figure: Internet use has expanded rapidly since the mid-1990s
Figure: Internet penetration in the BRIC markets lags behind the rest of the world
Figure: In nearly all markets, most online consumers have purchased financial products online
Figure: Personal loans are more common in Europe than in Asia
Figure: Russian consumers are happy to search for loan deals online, but do not apply often
Figure: Younger age groups are much more likely to search for loans online
Figure: There is a correlation between household income and propensity to search for deals online
Figure: Consumers who are financially literate are more inclined to search for deals
Figure: Buying loans direct from provider is more popular than buying through an aggregator site
Figure: Those who have bought online are more concerned about price than those who have not
Figure: Older consumers are least likely to be focused solely on price
Figure: Desire for a good price is a key driver of online application
Figure: Preference for face-to-face contact remains a key reason for not migrating to online banking
Figure: A sizeable proportion of consumers are reluctant to ever apply for loans online
Figure: In nearly all markets, there is a desire to deal with providers in person regarding loans
Figure: Concern over online security is the main reason driving non-usage of online banking
Figure: Skepticism over safety of online loan application is higher among non-online users
Figure: Consumers with no prior experience of applying for loans online feel less confident
Figure: Impact of security concerns on online usage
Figure: Wells Fargo has embraced social media, including Twitter, YouTube and blogs
Figure: CompareTheMarket.com' s new campaign is a well-integrated multi-channel initiative
Figure: Popularity of the CompareTheMarket.com site shot up in the wake of the marketing campaign
Figure: Tu Cuentas from BBVA allows customers to analyze their financial situation in a range of ways
Figure: Barclays Bank invites consumers interested in its loans to chat online
Figure: RBC and NatWest have made efforts to position themselves as friends of the customer
Figure: Conversion rates increase in line with age of consumer
Figure: Several providers already cater for older consumers
Figure: Waitrose has used online video streaming technology to reach out to consumers
Figure: ING Direct provides comprehensive information on verifying the validity of its website