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Affinity Metrics: Consumer Usage of Affinity Distribution Channels in UK Financial and Other Services
Finaccord, Feb 2008, Pages: 120
Affinity Metrics offers a detailed analysis of the results of Finaccord’s research into consumer distribution channel usage for a range of financial and other services as they pertain to eight 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, current and former alumni of educational institutions, 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 and three other 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 eight 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 Post Office and supermarkets and other retailers. Key features of this report include: in-depth analysis of take-up rates for each product and service covered for each of the two universal and eight non-universal affinity channels considered; calculation of the implied number of customers currently holding the same 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 eight 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 Child Trust Funds and dental insurance; directly comparable coverage for the first time in a published format of the impact of affinity marketing in legal, telecoms and utilities services. The research for this study was carried out during November and January 2008 using the Internet consumer panel of Tpoll with completed surveys having been filled in and submitted on-line by a total of 3,600 consumers.
For which financial and other products and services are data and analysis provided?
Data and analysis to illustrate the potential and the performance of the ten affinity categories considered are provided, where relevant, for each of the following families of financial and other products and services:
MOTOR INSURANCE, HOUSEHOLD INSURANCE AND ASSOCIATED POLICIES: motor insurance, breakdown recovery insurance, extended warranties for cars, household insurance, home emergency insurance;
LIFE, ACCIDENT AND HEALTH INSURANCE: life insurance, critical illness insurance, private medical insurance, dental insurance, health and hospital cash plans, personal accident insurance;
NICHE INSURANCE: travel insurance, pet insurance, mobile telephone insurance, extended warranties for electronic appliances;
LENDING PRODUCTS AND RELATED INSURANCE: mortgages, personal loans, car finance contracts, credit cards, mortgage payment protection insurance, loan payment protection insurance;
SAVINGS AND INVESTMENTS: interest-bearing savings accounts, cash ISAs, Child Trust Funds, personal / stakeholder pensions;
LEGAL, TELECOMS AND UTILITIES SERVICES: legal services, household broadband or fixed / mobile telecoms, household electricity or gas.
Key features of this report include:
- in-depth analysis of take-up rates for each product and service covered for each of the two universal and eight non-universal affinity channels considered;
- calculation of the implied number of customers currently holding the same 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 eight 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 Child Trust Funds and dental insurance;
- directly comparable coverage for the first time in a published format of the impact of affinity marketing in legal, telecoms and utilities services.
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