Identifying the connected consumer for the financial services industry
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innovation intelligence inspiration SPA Future Thinking conducted research to identify Connectors and non-connectors across a range of categories including automotive, financial services, mobile handsets and retail in September 2014. If you would like to find out more about identifying your brand Connectors please contact a member of our media team. E: [email protected] T: +44(0)20 7843 9777 Data courtesy of SPA Future Thinking www.spafuturethinking.com CONNECT WITH THE CORE AUDIENCE OF INFLUENCERS WHO REALLY MATTER We’ve identified and researched 6,600 Financial Connectors. Let us tell you a bit about them... Financial Connectors are highly engaged with social media 3 times more likely to look for product ratings or reviews 4 times more likely to rate products online 3 times more likely to take part in online discussions 4 times more likely to add comments to a website 6 times more likely to agree online blogs strongly influence their opinions They like to keep up to date with what’s going on and stay connected 3 times more likely to agree that having internet access on the move is important Twice as likely to agree that having the fastest internet connection is important Financial Connectors are key brand advocates who connect through multiple touchpoints They represent around 25% of the UK adult population 5 times more likely to agree that they always keep up with latest fashion trends Financial Connectors love technology... 3 times more likely to be interested in cutting edge products and devices 2.5 times more likely to say they couldn’t live without the internet on their mobile 6 times more likely to think it’s important to have the latest mobile handset Far more likely to buy the latest technology as soon as it’s available They aren’t geeks though... They have a keen sense of adventure and are 3 times more likely to consider themselves a risk-taker Financial Connectors are more likely than non-connectors to... Go to the gym Play sport Go clubbing Brands and advertising are important influencers for them 2.5 times more likely to consider brand important in the technology they choose 6 times more likely to agree that advertising helps them choose the products they buy 6 times more likely to notice financial products they have seen advertised Connectors are key influencers for your brand. Do you know what they are saying about it?
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How do you understand your brand’s performance in terms of consumer awareness, association and equity? Brand tracking plays an essential part in measuring the strength and engagement with your brand and is fundamental to the creation of a strategy to influence consumers and track performance over time. Understanding the core audience of financial influencers who are engaged with your brand is a vital part of this process. We’ve identified a group of consumers who are vital to disseminating brand messaging and are highly engaged; connecting through multiple touchpoints, making them key brand advocates. We’ve labelled these consumers Connectors. They are identified through a series of attitudinal statements and in a recent study of 24,000 interviews we identified 6,600 Financial Connectors. Conducting research with these Connectors will enable you to understand what they say and how they interact with your brand, helping you to map out how to engage with and influence them. Check out our infographic to find out how Financial Connectors are: • Highly engaged with social media. • Lovers of new technology. • Value the importance of staying connected. • Consider themselves risk takers. • Highly engaged with advertising and brands. Earlier this year we launched our new and innovative approach to brand tracking - BrandBox. It’s been designed to help marketers understand brand equity, by evaluating the competitive context, emotional relationship, and the role of Connectors to determine a brands’ position. To learn more about BrandBox and the role of Connectors please contact Hamish Asser, Research Director on +44(0)20 7843 9777 or [email protected]
Transcript of Identifying the connected consumer for the financial services industry
innovation intelligence inspiration
SPA Future Thinking conducted research to identify Connectors and non-connectors across a range of categories including automotive, financial services, mobile handsets and retail in September 2014.
If you would like to find out more about identifying your brand Connectors please contact a member of our media team.
E: [email protected] T: +44(0)20 7843 9777
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
CONNECT WITH THE CORE AUDIENCE OF INFLUENCERS WHO REALLY MATTER We’ve
identified and researched
6,600 Financial Connectors. Let us tell you a bit about them...
Financial Connectors are highly engaged
with social media
3 times more likely to look for product ratings
or reviews
4 times more likely to rate
products online
3 times more likely to take part in online discussions
4 times more likely to add
comments to a website
6 times more likely to agree online blogs strongly influence their
opinions
They like to keep up to date
with what’s going on and
stay connected
3 times more likely to agree that having
internet access on the move is
important
Twice as likely to agree that having the fastest internet connection is
important
Financial Connectors are
key brand advocates who connect
through multiple touchpoints
They represent around 25% of the UK adult population
5 times more likely to agree
that they always keep up with latest fashion
trends Financial Connectors love
technology...
3 timesmore likely to be interested
in cutting edge products and
devices
2.5 timesmore likely to
say they couldn’t live without the internet on their
mobile 6 times more likely to think it’s important to have the latest mobile
handset
Far more likely to buy the latest technology as soon as it’s available
They aren’t geeks though...They have a
keen sense of adventure and
are 3 times more likely to consider
themselves a risk-taker
Financial Connectors are more likely than non-connectors
to...
Go to the gym
Play sport
Go clubbing
Brands and advertising
are important influencers for
them
2.5 timesmore likely to consider brand important in the technology they
choose
6 timesmore likely
to agree that advertising helps them choose the
products they buy
6 times more likely to notice
financial products they
have seen advertised
Connectors are key influencers
for your brand. Do you know what
they are saying about it?
