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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