Affinity Metrics: Consumer Usage of Affinity Distribution Channels in Financial Services in Germany

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Affinity Metrics: Consumer Usage of Affinity Distribution Channels in Financial Services in Germany offers a detailed analysis of the results of Finaccord's research into consumer distribution channel usage in Germany for a range of financial and other services as they pertain to seven 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, 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 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 seven 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 German Post Office and supermarkets and other retailers.

Key features of this report include:

- in-depth analysis of take-up rates for each financial product and service covered for each of the two universal and seven non-universal affinity channels considered;

- calculation of the implied number of customers in Germany currently holding the same financial products and services who acquired them through the affinity categories to which they belong;

- investigation into the gender, age group and annual household income profile of consumers classifying themselves as belonging to each of the seven non-universal affinity categories including the average age and average annual household income of individuals falling into each category;

- assessment of the importance of affinity marketing for 25 distinct financial products and services including under-researched sectors such as dental insurance and long-term care insurance;

- discussion of the possible future evolution of affinity marketing in Germany: which financial products and which affinity distribution channels offer the greatest potential?

The research for this study was carried out during November and December 2008 using the Internet consumer panel of mo'web with completed surveys having been filled in and submitted on-line by a total of 3,000 consumers.

For further information about this research, please access the table of contents and report prospectus by clicking on the links at the top of this page, or e-mail .