Pub Time: 2007/11
Table of Contents
Scope and Themes
What you need to know
Scope of this report
Methodology
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Limits of convergence
A jaded advertising audience
Perceptions of branding attributes
Battling for mindshare
Independent financial advisors
Investment preferences
How investable funds are categorized
Convergence and insurance
Convergence and telecom
Attitudes toward Financial Services Advertising: A Jaded Audience
It' s hard to score big with a disinterested crowd
Figure 1: Attitudes toward financial services advertising, by gender, September 2007
Figure 2: Attitudes toward financial services advertising, by age, September 2007
Figure 3: Attitudes toward financial services advertising, by household income, September 2007
Figure 4: Attitudes toward financial services advertising, by Hispanic/not Hispanic, September 2007
Figure 5: Attitudes toward financial services advertising, by student/no student, September 2007
Figure 6: Attitudes toward financial services advertising, by race, September 2007
Perceptions of Brand Attributes
Branding summary
The most honest, familiar, safe, and/or reliable companies
Figure 7: Rankings of financial companies described as "honest," "familiar", "safe", "reliable" and "no opinion", September 2007
The most unique, knowledgeable, expensive, and/or convenient companies
Figure 8: Rankings of financial companies described as "knowledgeable", "unique", "expensive", "convenient" or "none" or "no opinion" for all attributes, September 2007
Battling for Mindshare
Self-identification with the Outsider
Youth and the unconventional spirit
Figure 9: Self-identification with the unconventional, by age, September 2007
High rollers and the unconventional spirit
Figure 10: Self-identification with the unconventional, by household income, September 2007
Figure 11: Self-identification with the unconventional, by student/no student, September 2007
Case study: WaMu' s outsider branding strategy
Figure 12: Rankings of financial companies described as "unique," by age, September 2007
Figure 13: Rankings of financial companies described as "unique," by household income, September 2007
Figure 14: Rankings of financial companies described as "unique," by race/ethnicity, September 2007
Figure 15: Rankings of financial companies described as "unique," by student/no student, September 2007
Figure 16: Rankings of financial companies described as "unique," by region, September 2007
Sample advertising tapping into the ' outsider' spirit: Washington Mutual
Figure 17: WaMu print advertisement, August 2007
Honesty and Trust
Figure 18: Rankings of financial companies described as "honest," by region, September 2007
Figure 19: Rankings of financial companies described as "don' t know," by region, September 2007
The anxious crowd
Figure 20: Feelings of financial security, by gender, September 2007
Figure 21: Concern about identity theft, by gender, September 2007
Sample advertising targeted at the anxious crowd: State Farm
Figure 22: State Farm, September 2007
Figure 23: State Farm, September 2007
American lifestyles
Figure 24: Fitness and sports activities, by gender, September 2007
Figure 25: Leisure time activities, by gender, September 2007
Sample lifestyle advertising: Bank of America and Chase
Figure 26: Bank of America print advertisement, October 2007
Figure 27: Bank of America print advertisement, September 2007
Figure 28: Bank of America print advertisement, September 2007
Figure 29: Chase print advertisment, October 2007
Figure 30: Chase Print advertisement, August 2007
The Limits of Convergence
The dominance of the traditional model: preferred choices for savings and investment accounts
Figure 31: Preferred choices for savings and investment accounts, by gender, September 2007
Figure 32: Preferred choices for accounts, by income, September 2007
Figure 33: Preferred choices for accounts, by level of educational attainment, September 2007
The dominance of the traditional model: preferred choices for checking accounts
Figure 34: Propensity to follow traditional banking model, by gender, September 2007
Figure 35: Propensity to follow traditional banking model, by income, September 2007
Figure 36: Propensity to follow traditional banking model, by level of educational attainment, September 2007
Figure 37: Propensity to follow traditional banking model, by work status, September 2007
Trust issues and banks versus brokerage
Figure 38: Trust--banks versus brokerage firms, by gender, September 2007
Figure 39: Trust--banks versus brokerage firms, by age, September 2007
Figure 40: Trust--banks versus brokerage firms, by income level, September 2007
Figure 41: Trust--banks versus brokerage firms, by race, September 2007
Figure 42: Trust--banks versus brokerage firms, by level of educational attainment, September 2007
Is there any difference?
Figure 43: Perception of differentiation, by gender, September 2007
Figure 44: Perception of Differentiation, by income, September 2007
Figure 45: Perception of differentiation, by level of educational attainment, September 2007
Figure 46: Perception of differentiation, by work status, September 2007
Perceptions of Independent Financial Advisors
Independent financial advisors are not used by mainstream America
Figure 47: Independent advisors, usage, by gender, September 2007
Figure 48: independent advisor, usage, by income level, September 2007
Figure 49: Independent advisors, usage, by marital status, September 2007
Figure 50: Independent advisors, usage, by level of educational attainment, September 2007
Figure 51: Independent advisor, usage, by region, September 2007
Mainstream America not likely to trust independent advisors more than banks and brokerage
Figure 52: Trust, independent advisors versus banks and brokerage, by gender, September 2007
Figure 53: Trust, independent advisors versus banks and brokerage, by income level, September 2007
Figure 54: Trust, independent advisors versus banks and brokerage, by marital status, September 2007
Figure 55: Trust, independent advisors versus banks and brokerage, by level of educational attainment, September 2007
Where Do Consumers Like to Invest?
Their money?
Figure 56: Investment preferences, earnings, by gender, September 2007
Figure 57: Investment preferences, earnings, by age, September 2007
Figure 58: Investment preferences, earnings, by household income, September 2007
Figure 59: Investment preferences, earnings, by race, September 2007
Figure 60: Investment preferences, earnings, by level of educational attainment, September 2007
Their retirement savings?
Figure 61: Investment preferences, retirement savings, by gender, September 2007
Figure 62: Investment preferences, retirement savings, by age, September 2007
Figure 63: Investment preferences, retirement savings, by income, September 2007
Figure 64: Investment preferences, retirement savings, by race/ethnicity, September 2007
Figure 65: Investment preferences, retirement savings, by level of educational attainment, September 2007
Figure 66: Investment preference s, retirement savings, by employment status, September 2007
Their inheritance?
Figure 67: Preference for investing an inheritance, by gender, September 2007
Figure 68: Preference for investing an inheritance, by age, September 2007
Figure 69: Preference for investing an inheritance, by income, September 2007
Figure 70: Preference for investing an inheritance, by race, September 2007
Figure 71: Preference for investing an inheritance, by marital status, September 2007
Figure 72: Preference for investing an inheritance, by level of educational attainment, September 2007
Their lottery winnings?
Figure 73: Preference for investing lottery winnings, by income, September 2007
Figure 74: Preference for investing lottery winnings, by race/ethnicity, September 2007
Figure 75: Preference for investing lottery winnings, by level of educational attainment, September 2007
Appendix: Trade Associations
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