Consumer Attitudes to Online Price Comparison Sites

Published by: Datamonitor

Published: Oct. 29, 2009

Table of Contents

Overview

Catalyst

Summary

Methodology

Table of Contents

Table of figures

Table of tables

THE GLOBAL RISE OF PRICE COMPARISON SITES

Globally, consumers are attracted to price comparison sites as an alternative method of buying FS products

UK consumers are most likely to use PCSs to make a purchase, indicative of the developed market

Datamonitor's Financial Services Consumer Insight Survey data reveal high potential for expansion in some EU markets, though barriers to growth do exist

The Spanish market reveals potential but it will be hard work prizing custom away from the primary bank channel

The Spanish banking sector remains the strongest distribution channel for financial products and will be a difficult challenge for the PCSs

The high use of PCSs for utilities but low knowledge of FS PCSs indicates strong market potential in Italy

Consumers' awareness of PCSs differs across countries

Consumers that are not using PCSs prefer to go direct or to receive advice from a face-to-face relationship

There exist country-specific differences in reasons for PCS take-up

On a global basis, motor insurance is most commonly purchased through PCSs

Insurance products dominate within the UK's developed PCS market

Different consumer preferences are revealed when it comes to researching FS products through PCSs compared to purchasing products using PCSs

Purchases through PCSs are not necessarily driven by price alone

Regional preferences influences the decision making behind product purchases

Prior use is the main driver of which PCSs consumers choose, followed by advertising

Consumers return to a PCS they know, or are drawn in by the internet and other advertising

There is significant loyalty to the PCS Industry

CASE STUDY: THE UK PRICE COMPARISON MARKET

UK consumers trust PCSs more than any other FS provider, significantly more than brokers

There is a significant opportunity to convert 'Researchers' and 'Opportunities' into the 'Bought' consumers

PCSs should have clear objectives for each distinct consumer segment

Understanding the Bought customer segment is key in this well developed, highly competitive market

PCSs are as readily accepted by older consumers as they are by younger ones

PCS buyers do not appear more financially aware than the population as a whole, implying other motivators

Trust remains a strong differentiator between the three segments

The Bought segment are more concerned about price than branding and are prepared to shop around to meet these desires

The individual consumer segments reveal different approaches to making their financial decisions

Bought consumers are at ease using the internet for financial advice

The largest differences between Bought consumers and other segments are in the use of internet resources for advice and the prioritization of looking for the cheapest/highest return product

The Researchers and Opportunities segments have a higher tendency to seek out advice from their primary bank and friends/family

Datamonitor's emerging consumer segments highlight important attitudinal segmentation within the PCS industry

PCSs see a higher use and purchase rate within the Budget-Driven consumer segment

Recession-Proof consumers have a lower conversion rate from research to purchase

Trust in PCSs is high enough to assuage even the fears of the Cautious consumers

Conscientious consumers take advantage of the PCS offering to better organize their financials

ACTION POINTS

Action point: PCSs must maintain a wide range of products if they are to support customer retention

Action point: PCSs should be looking to increase the level of human interaction they offer consumers or to create that impression

Action point: Building the reputation of PCSs as well as end product is critical if customer retention is to be increased

Developing a quirky brand image has short term success but is hugely costly to maintain

Gocompare has launched a campaign on a similar premise but has been met with mixed responses

Moneysupermarket's more serious approach looks likely to be withdrawn

Branding is crucial but large-scale campaigns are costly, depress margins and success is elusive

Action point: Cross-selling and packaging opportunities must be taken advantage of for FS products

Action point: Price comparison must be part of a service of value comparison

Action point: PCSs within the competitive UK market must move into relatively uncharted territory, and soon, if they are to take advantage of recessionary pressures.

APPENDIX

Definitions

Emerging consumer segments

Cautious consumers

Budget consumers

Recession-Proof consumers

Conscientious consumers

Methodology

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

Overview

Table 1: Branches per thousand members of the population

Table 2: Reasons for not using a PCS and the country with the highest percentage response rate

List of Figures

Figure 1: Globally, some consumers remain unconvinced by PCSs

Figure 2: PCSs see much greater success in the more mature UK market

Figure 3: Consumers who reject PCSs prefer to go direct or seek other means of advice

Figure 4: Using PCSs for Insurance products is much more popular in the UK, along with use as a whole

Figure 5: Car insurance and credit cards remain the main FS products bought through PCSs

Figure 6: Car insurance remains topping the products researched, joined this time by home insurance

Figure 7: Price remains critical but additional features and brand name are similarly important

Figure 8: Globally prior use and search engine results are the two top drivers of site choice

Figure 9: Advertising has raised the profile of PCSs in the UK but prior use remains the chief driver

Figure 10: The PCSs inspire loyalty among consumers but to the industry rather than the site itself

Figure 11: UK PCSs appear to be offering better services reflected in higher loyalty and a higher commitment to purchasing

Figure 12: Price comparison sites are the most trusted financial institutions within the UK

Figure 13: Nearly 40% of consumers have bought using PCSs but there remain strong segments of the population who remain reticent

Figure 14: PCSs should have clear objectives for each distinct consumer segment

Figure 15: 35-49s top the PCS usage figures

Figure 16: No clear relationship between financial awareness and those who have bought using PCSs

Figure 17: Budget-Driven consumers appear to have a higher conversion between awareness of PCSs and product purchase

Figure 18: Recession-Proof consumers are neglecting to make the final step to purchase through the PCSs

Figure 19: Cautious consumers are willing to make decisions based on PCS advice and are comfortable purchasing products through the site

Figure 20: Conscientious consumers take advantage of the service offered by PCSs

Figure 21: Moneysupermarket puts a face to their experts

Figure 22: Compare the market gains ground on confused.com but remains in 3rd place despite its £25m marketing budget

Abstract

Introduction

Online price comparison sites have become a important tool for consumers wanting research FS products themselves and take greater control of their finances.

Scope

• Using global consumer data, this report provides insights on the potential for the development of price comparison sites globally
• The UK is the most advanced of aggregator markets. This report gives an in-depth analysis of consumer attitudes & behaviours in this country

Highlights

The global financial crisis has increased the levels of doubt and confusion within the financial services industry. Consumers find the independence and transparency provided by price comparison sites particularly attractive in this confusing landscape.

PCS, although involved or indeed owned by financial institutions, have managed to emerge untarnished by the same distrust affecting the advisors and brokers. PCS have managed to maintain an image of independence, with the appearance of having the best interests of the consumer at heart.

There is a perception that it is the younger, more technologically aware consumers who are using the PCS to their full advantage. However this doesn't appear to be the case when looking at our data. The two largest demographics among the bought segment are the 35-49 year olds and the 50-64 years olds.

Reasons to Purchase

• Understand the global opportunity for developing aggregator sites outside of the UK
• Understand what consumers want from these sites and what promotes loyalty to the site over the FS provider
• Access Datamonitor's FS Consumer Insight survey data to better understand consumer attitudes and behaviours

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