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GWI INSIGHTS - BANKING PERSONAS - AUSTRALIA

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Stuart Baker|GWI
Stuart Baker|
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Banking Personas in Australia Source: GWI Q2-Q4 2020 & Q1 2021. Base: 5,015
financial planners, 4,395 early adopters and 2,767 budget stretchers aged 16-64.
Market:Australia. *The related question was added in Q1 2021. Base: 1,108
financial planners, 950 early adopters, 681 budget stretchers aged 16-64in Q1
2021. © GWI 2021Financial products & behaviorsProfiling banking personasMobile
banking actions & online privacy attitudesMobile actions* % who have done the
following on their mobile in the last month17%37%32%34%31%41%39%41%26%36%41%46%I
feel in control of my personal data onlineI'd rather exchange my data for free
servicesI prefer being anonymous onlineI worry about how companies use my data
onlineFinancial plannersEa rly a doptersBudget stretchersOnline privacy
attitudes% who say the following describe themBrand role &
engagementDemographics% of these segments who
are...61%53%46%45%44%55%45%43%44%42%57%52%27%29%36%Aged
35+FemaleUniversityeducatedFull-timeworkerMa rr i e dFinancial plannersEa rly a
doptersBudget stretchersAs digital natives, early adopters are are more likely
to engage with digital banking behaviors, with over a third using mobile payment
services.Early adopters feel in control of their personal data and are willing
to exchangethem for free services, while financial planners are more likely to
be privacy conscious.19%36%39%43%31%51%58%62%25%48%55%59%Offer customized /
personalized productsHelp them organize / simplify their lifeBe socially
responsibleListen to customer feedbackFinancial plannersEa rly a doptersBudget
stretchersBrand actions% who want brands to do the followingFinancial planners
and early adopters are more affluent and settled in life, while budget
stretchers are more likely to be low-income earners and pessimistic about their
future personal finances.40% 42% 32% say their personal finances will get better
in the next 6 months18% 19% 26% say their personal finances will get worse in
the next 6 monthsAnnual household income% who fall into the following income
bracketsFinancial planners and early adopters are more likely to have access to
credit or invested in property with a mortgage, while budget stretchers are
ahead for having a short-term loan. Early adopters are more likely to prefer
shopping online and using digital banking services more frequently.39% 50% 40%
say they’d rather shop online22% 27%9% have used a financial investment tool
online via any devicein the last month*35% 42%25% have sent money to friends /
family online in the last month*% who...66% 70% 57% say they’d rather pay
without using cash35%27%23%43%35%30%16%16%14%Tra cked theirsp endingUs ed a
mobilepa ym ent serviceSent money tofriends / familyFinancial plannersEa rly a
doptersBudget stretchers20%26%36%39%30%24%39%32%21%HighMediumLowFinancial
plannersEa rly a doptersBudget stretchersFinancial products% who
currently...16%35%46%15%40%66%10%43%65%Have a short-term loanOwn at least 1
house with a mortgageHave a credit cardFinancial plannersEa rly a doptersBudget
stretchersBrand attitudes & relationships% who say the following describe
them19% 25%15% tend to buy brands they’ve seen advertised54% 59%40% areloyalto
the brands they like and66% 65% 46%use loyalty / reward programs47% 49%37% say
that receiving great customer service would motivate them to promote their
favorite brand onlineFinancial planners and early adopters have different
perceptions about online privacy, but they both want brands to be reliable and
transparent. 82% 79% 66% want brands to be reliableand 58% 61%45% want them to
be authentic51% 50% 37% want brands to be transparent about how they collect and
use their personal dataFinancial plannersEarly adoptersBudget stretchers-Say
that financial security is important and-Are good at managing money and-Have
cash, savings or a pension-Have used a banking, investment or insurance site /
app in the last month and-Agree with at least one of the following: “I am
confident using new tech”, “I buy new tech products as soon as they are
available” or “I follow the latest tech trends and news”-Disagree with the
statement ”I am good at managing money” and-Say they don’t have cash, savings or
pension


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