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市場調査レポート
英国の個人向けオンラインローンの消費者動向分析
An Analysis of Consumer Trends in UK Online Personal Lending
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当商品の販売は、2011年07月19日を持ちまして終了しました。
Abstract
Overview
Introduction
This report uses Datamonitor' s Financial Services Consumer Megatrend Framework
to identify the key consumer trends and attitudes that are targeted by UK
lenders in their online materials.
Scope
- An understanding of how the consumer Megatrends framework applies to the
online personal lending market
- A framework for analysing how the top UK lenders are covering the
overarching consumer trends
- Ideas on how UK lenders can improve their targeting of the ten Megatrends
Report Highlights
A Megatrend framework is not only a tool for developing strategies to acquire
new clients; it can also be used to help retain existing clients. A Megatrend
framework, as a tool for retention, has the advantage that companies already
hold large amounts of information regarding their existing client base.
Due to the nature of an unsecured personal loan, most applicants will place a
lot of importance on a quick and hassle-free application process. As a key
issue among consumers in the market, Datamonitor has ranked Convenience as the
most important Megatrend for the loans market.
Lenders wishing to target the Convenience Megatrend could develop the
repayment holiday incentive further. For example, borrowers who are prompt and
regular with their repayments could be offered the reward of having the final
month' s interest waived, which is an incentive offered by GE Money in
Singapore.
Reasons to Purchase
- Gain an introduction to the Financial Services Consumer Megatrends
Framework
- Learn how the Megatrends framework can be applied to online personal
lending and can be used to acquire and retain clients
- Understand how practices from other markets can be applied to your
personal lending proposition through the Megatrends framework
Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- The Financial Services Consumer Megatrend Framework is a vital tool for
analyzing and structuring consumer attitudes and behaviors
- A Megatrend framework is vital for financial services
- Customer retention as well as customer acquisition must also be
considered
- There are inherent obstacles in financial services that limit
innovation in customer targeting
- Price and performance have historically been relied upon as the
primary means of targeting customers
- Greater customer understanding can help to overcome the obstacles
encountered when targeting and communicating with customers
- The framework is defined by a series of consumer behaviors and
complexities
- The Megatrend framework has a hierarchy of trends and sub-trends
- The Megatrends hierarchy has no ranking at the global industry level
- The six behavior trends identify the benefits that consumers wish to
gain from a product or service
- The four Complexities are areas within which traditional assumptions or
measures of behavior can no longer be applied
- Trends are distinctly different from fads
- The existence of counter trends does not invalidate the trend
- 10 Megatrends that impact the actions and attitudes of financial services
customers have been defined
- Authenticity
- Comfort
- Connectivity
- Convenience
- Individualism
- Wellbeing
- Demographic Complexity
- Financial Intelligence Complexity
- Lifestage Complexity
- Wealth Complexity
- Lenders are covering most trends to a certain extent; however, there is
still plenty of capacity for greater innovation in UK online personal lending
- Lenders are most commonly targeting Convenience and Financial
Intelligence Complexity
- Despite Convenience being the focus for most loan sites, there are huge
missed opportunities
- There are many ways to target the Convenience Megatrend
- Financial Intelligence is an important trend, but appears to lack any
deliberate targeting
- More can be done to target Financial Intelligence
- Lenders use images to convey a sense of Comfort, but they could do more
- Providers can improve the manner in which they target the Comfort
trend
- Like the Comfort trend, lenders are using images to appeal to the
Wellbeing Megatrend
- The Wellbeing trend can be targeted in a variety of ways
- Few providers are successfully hitting the Lifestage Megatrend
- Changes in the traditional Lifestage boundaries are presenting
lenders with new opportunities
- Despite being a strong focus for some sites, Authenticityis another
area where improvements can be made
- There are at least two ways in which lenders can strengthen their
focus on Authenticity
- Most providers are not focusing on Wealth Complexity, but there are
ways to rectify this
- There are other methods that lenders could use to target their
offering to Wealth Complexity
- Lenders offer some coverage of the Individualism Megatrend,but there
is room for improvement
- There are elements of Individualism that lenders have so far failed
to exploit
- There is a disparity in the extent to which lenders cover the
Connectivity Megatrend
- Encouraging consumers to connect with a loan product is difficult,
but can be achieved
- UK lenders do not currently offer products that appeal to Demographic
Complexity
- Overall, HSBC, NatWest and RBS target a wide range of consumer attitudes
through the messages on their websites, whereas Abbey has a message that is
more focused on the key trends of Convenience and Wellbeing
- Abbey' s functional website places importance on the convenience of its
rapid application process and the environment
- Abbey is targeting customers who place a high value on convenience
- Abbey is targeting consumers who are seeking higher levels of
wellbeing by promoting its rates offering
- Surprisingly, the bank is one of the few UK lenders to promote a
green message through its banking operations
- Abbey is looking to encourage greater financial intelligence
- Abbey' s efforts to provide comfort for its customers are embodied by
its PPI offering
- The principal message from Alliance & Leicester' s website is
cheaper loans
- By promoting its rates, Alliance & Leicester is targeting
consumers who fall within the Wealth Complexity trend
- Alliance & Leicester is also pushing the simplicity and
convenience of its offering
- In order to appeal to the Connectivity trend, Alliance&
Leicester uses a panel showing the financial products that
other borrowers have taken out
- Alliance & Leicester promotes a feeling of wellbeing to its
customers through claiming that its loans can save money and improve
lifestyle
- Alliance & Leicester' s loan calculator may improve financial
intelligence
- A more subtle message is that consumers can take comfort from the
bank' s PPI
- Barclays' s website is informing consumers of the freedom a personal
loan could afford them
- Convenience is the key message on Barclays' s personal loans website
- Freedom to be individual is another of the website' s clear messages
- Barclays is promoting authenticity by focusing on its achievements
- The bank' s loan matching and PPI provide comfort to consumers
- Those with greater financial intelligence may be able to get an
improved deal with Barclays
- Barclays targets Wealth Complexity through its repayment matching
facility and premier loans offer
- Connectivity is an advantage for existing Barclays customers because
the loan application process is quicker
- Barclays' s suggestions for loan purpose promote the wellbeing aspect
of a personal loan
- The first message that visitors to Halifax' s loans website see regards
improved management of their finances
- Improving financial intelligence is the principal message on the
Halifax loans website
- Halifax' s message also strongly promotes a sense of wellbeing
- The Comfort trend is covered by a portfolio of PPIproducts
- Convenience is still a fairly strong message for the provider
- Halifax' s rate clarity appeals to the Authenticity trend
- Halifax targets individualism through its offer of a web dialogue
- Halifax' s smaller loan offer touches upon Wealth Complexity
- HSBC has a functional website emphasizing convenience for its standard
loan offering, but the more interesting layout for its non-standard
products reflects their innovation
- Convenience is the key message from HSBC
- HSBC is experimenting with innovative ideas which appeal to the
Authenticity trend
- HSBC' s four-part PPI offer may appeal to the consumer' s desire for
comfort
- The bank appeals to individualism through its professional studies
loan
- HSBC' s Professional Studies Loan also targets consumers within the
Lifestage Complexity trend
- Repayment holidays target financial intelligence
- HSBC suggests what consumers might do to improve their wellbeing
- The trend towards a sense of connectivity is targeted more in other
areas of the HSBC product portfolio
- Flexiloan hits the Wealth trend
- Lloyds TSB' s use of illustrations gives the personal loans website a
more cheerful and colorful feel, which reflects its focus on comfort and
wellbeing
- The Lloyds TSB loans site offers a feeling of comfort
- Wellbeing is another clear message from Lloyds TSB
- Convenience and flexibility are also key themes coming from the
website
- Lloyds TSB refers to its achievements in order to appeal to the
Authenticity trend
- The loan repayment holidays offered by Lloyds TSB meet the Financial
Intelligence Complexity
- Lloyds TSB pushes the idea of individualism through its personalized
quotes
- Connectivity is not a key message on the website
- Nationwide' s site is fairly functional and has clear messages on speed
and convenience of arrangement
- The Nationwide website' s key message is convenience
- Nationwide is keen to promote its authenticity credentials
- Nationwide is targeting improving financial intelligence
- Nationwide caters for changing wealth through its loan top-up facility
- The clarity of the website promotes wellbeing
- NatWest' s message focuses on the ease and convenience of getting a
loan, although it also hits other messages such as informing consumers
- Convenience is the principal message of NatWest' s website
- NatWest' s website highlights its strength in covering the Comfort
trend
- NatWest appeals to the Connectivity trend by offering favorable terms
for existing customers
- The bank offers favorable terms for those seeking to improve their
house, tapping into the Wellbeing trend
- NatWest' s ' exotic' offers tie in with the desire for authenticity
- The loans website promotes financial intelligence
- NatWest' s products demonstrate some flexibility over lifestage
- NatWest encourages individualism
- RBS shares much of the look, feel and focus of its website with NatWest
- Convenience is the key message from the RBS website
- RBS is also promoting the comfort factor of its offering
- RBS appeals to the Connectivity trend through favorable offers to
existing customers
- RBS is appealing to consumers by hinting at how a loan may improve
wellbeing
- RBS promotes its award winning PPI to appeal to the Authenticity trend
- RBS' s private banking website appeals to the other side of Wealth
Complexity
- RBS encourages financial intelligence through its loans calculator
- RBS does not discriminate on lifestage in its loan offering
- Chatting with an expert appeals to the need for individualism
- APPENDIX
- Definitions
- Authenticity
- Comfort
- Connectivity
- Convenience
- Individualism
- Wellbeing
- Demographic Complexity
- Financial Intelligence Complexity
- Lifestage Complexity
- Wealth Complexity
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: A financial services company can pitch its level of customer
understanding at various stages depending on the company' s sophistication
- Figure 2: The Megatrend framework has a hierarchy of trends and sub-trends
- Figure 3: There are 10 Megatrends, given in alphabetical order
- Figure 4: Megatrends by provider ranked in order of strength of message
on website
- Figure 5: Abbey' s website informs consumers of when they should be
considering, for example, a green loan. It also has a fairly prominent loans
calculator
- Figure 6: Barclays' website emphasizes the convenience of its loans and
quality of loan protection
- Figure 7: Halifax' s website gives consumers an indication of the APR
range and a loans calculator
- Figure 8: HSBC' s Professional Studies Loan allows flexible repayments
- Figure 9: Lloyds TSB' s website emphasizes what can be done with an
unsecured personal loan
- Figure 10: Nationwide' s website has a loan calculator in the middle with
panels showing key features
- Figure 11: Nationwide' s summary page shows key product features in a
table format
- Figure 12: RBS' s website has a clear loans calculator and images to
promote what can be achieved with a loan
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