Report: Targeting Emerging Consumer Segments The Recession-Proof Consumer TOC

Customer segmentation is vital for an effective marketing strategy
- The recessionary environment is forcing providers to make decisions
- Recession-Proof consumers are a valuable target for providers

Trend: Recession-Proof consumers are not distributed according to expected geographic and demographic patterns
Insight: Economic factors do not dictate Recession-Proof behaviors
- Recession-Proof consumers are found in the fastest growing emerging markets
- Perception gaps are particularly apparent when looking into the emergence of Recession-Proof consumers in the rest of the world

Insight: Recession-Proof consumers behave similarly across all demographics
- Younger age segments appear to contain the most Recession-Proof consumers
- Demographic distribution of Recession-Proof consumers is similar in all regions

Trend: Recession-Proof consumers have greater appetite for FS products
Insight: The difference between the Recession-Proof consumer and the average consumer is particularly obvious in savings behaviors
- Instant access savings products are also the most popular other product held with the primary bank

Insight: Recession-Proof consumers will look outside their primary bank for their FS needs
- Primary bank loyalty is relatively weak in developed markets
- There is huge opportunity for other FS providers to capture share of the Recession-Proof wallet

Insight: Recession-Proof consumers use a variety of sources for advice
- Recession-Proof consumers can afford professional advice but still shop around for the best deals

Insight: Recession-Proof consumers are more trusting of the FS industry than the average consumer
- Recession-Proof consumers have had less negative experiences

Trend: Recession-Proof consumers' future actions are aligned with their optimism
- Recession-Proof consumers are generally happy - across all elements of their lives

Insight: Despite being economically secure they are not lazy with their finances
- Recession-Proof consumers are motivated to take action in order to maintain their financial security
- Recession-Proof consumers also plan to maintain their quality of life whilst remaining Recession-Proof

Action: Emerging markets can provide valuable lessons for FS providers
- Yes Bank is has been a key innovator in the Indian banking sector
- Improve the in-branch experience is reflected in Western banking strategies

Action: Understand the value of Generation Y
Action: Focus marketing efforts on product value and financial security
- Provide multiple channels for financial advice
- Target Recession-Proof consumers for savings, pension and life insurance products

Action: Datamonitor' s Megatrend Framework can help identify strategies for targeting this segment
- Recession-Proof consumers desire elements of the Connectivity Megatrend in their financial needs
- Capture Recession-Proof consumers through highlighting the Convenience of the offering
- Individualism is invaluable to the Recession-Proof segment

Data tables
Definitions
- The Datamonitor Financial Services Consumer Insight Megatrend Framework

Table: Recession-Proof and non Recession-Proof consumers segmented by country
Table: Recession-Proof and Non Recession-Proof consumers, segmented by age
Table: Recession-Proof consumers segmented by region and age
Table: Proportion of Recession-Proof consumers and global consumers with two or more financial service products
Table: Levels of product holding for each other product held with primary bank
Table: Number of non-current account products held by Recession-Proof consumers with primary bank, by region
Table: Drivers of financial decision making for Recession-Proof consumers and the average global consumer
Table: Indicators of trust for Recession-Proof consumers and the average global consumer
Table: Expectations for the next 12 months for Recession-Proof consumers and the average global consumer
Table: Actions over the next six months for Recession-Proof consumers and the average global consumer

Figure: Most Recession-Proof consumers are based in China, Brazil or India, although Russia is an anomaly
Figure: The distribution of Recession-Proof consumers in BRIC appears to correlate with the economic impact of the recession on those countries
Figure: The 18-24 age segment contains the highest proportion of Recession-Proof consumers
Figure: Distribution of Recession-Proof consumers by age segment is similar in all regions
Figure: Levels of product holding are higher amongst Recession-Proof consumers for all products in comparison to the global consumer
Figure: Holding levels of non-current account products with the primary bank are lower amongst Recession-Proof consumers
Figure: Asia Pacific Recession-Proof consumers show the least primary bank loyalty
Figure: Recession-Proof consumers seek financial advice from a wide variety of sources
Figure: Recession-Proof consumers are more trusting than the average consumer
Figure: Recession-Proof consumers are far more optimistic on all accounts in comparison to global consumers
Figure: Recession-Proof consumer intend to take actions which will keep them Recession-Proof
Figure: YES Bank has been technologically innovative in its branch design
Figure: Barclays pilots Microsoft Surface technology in its concept branch, launched in December 2008
Figure: Harnessing new connective technologies such as Twitter will help engage younger Recession-Proof consumers
Figure: Virgin' s Climate Change ISA is a prime example of ethical and green credentials

Targeting Emerging Consumer Segments The Recession-Proof Consumer