Abstract
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.
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