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MP65181
MAPS FINANCIAL SERVICES MARKETING TO C1, C2, D AND E : JULY 2001
Overview

Editor: Simon Taylor
ISBN: 1-84168-238-1

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TABLE OF CONTENTS

Executive Summary


1. Introduction

THE TOPIC
Objectives
Methodology
ORIGINAL RESEARCH
Problems in the Research Process
Definition


2. Strategic Overview

How the government classifies jobs
Women outnumber men in lower-income groups
Table 1: UK Working Population by Socio-Economic Group (million), 1999 and 2001
Table 2: Profile of Households in Great Britain by Amount of Savings (million households and £), 1999
Figure 1: Profile of Households in Great Britain by Amount of Savings (million households and £), 1999
FINANCIAL LIFE CYCLES
Opportunities and barriers


3. Income

Little Change in Make-Up of Household Income
Table 3: Composition of UK Household Income ( percent and £bn), 1987-1999
Disposable Incomes Static
Table 4: Household Disposable Income, Consumption and Saving (£m), 1997-1999
Figure 2: Household Disposable Income, Consumption and Saving (£m), 1997-1999
Table 5: Income Bands by Gender (000 and percent), 2000/2001
2000/2001
Dependent Women
Table 6: Causes of Change in Household Income ( percent), 1991/1996
Table 7: Change Between Income Quintiles ( percent of adults), 1991 and 1998
No Children Equals More Cash
( percent of group in each quintile), 1996/1997 and 1998/1999
1998/1999
1998/1999
New Help for Low-Income Families
Table 10: Income and Source of Income by Household Composition (£ per week and percent), 1999/2000
Slow Increase In Pensioner’s Incomes
Table 11: Pensioners’ Gross Income by Source ( percent of total income), 1994/1995-1998/1999
Older middle-aged maintaining incomes better
Table 12: Income and Source of Income by Age of Head of Household in the UK (£ per week and percent), 1999/2000
1999/2000
Table 13: Household Income by Occupation of Head of Household (£ per week), 1999-2000
Figure 6: Household Income by Occupation of Head of Household (£ per week), 1999-2000
2001
2001
and Credit
Savings Ratio Down to 3 percent
Table 15: Household Savings by Weekly Income in Great Britain (£, million households and percent of households), 1998/1999
Figure 8: Household Savings by Weekly Income in Great Britain ( percent of households), 1998/1999
Life and Pensions More Significant Than Property
1987-2000
at Current Prices (£bn and £), 2001
Figure 9: Estimated Value of UK Household Wealth at Current Prices (£), 2000
of wealth
Table 18: Distribution of UK Wealth ( percent), 1976, 1998 and 2001
UK Wealth Excluding Dwellings ( percent), 1976, 1998 and 2001
UK Wealth Excluding Dwellings ( percent), 1976, 1998 and 2001
Credit culture
Near the Credit Ceiling?
Table 20: UK Consumer Credit — Net Lending (£m), December 1999 and December 2000
Figure 11: UK Consumer Credit — Net Lending (£m), December 1999 and December 2000
(£m), 1997-2000
Figure 12: UK Consumer Credit — Gross Lending (£m), 1997-2000
Endemic Credit
Table 22: Proportion of Personal Expenditure Financed by Credit by Socio-Economic Group in the UK ( percent), 1997/1998
Figure 13: Proportion of Personal Expenditure Financed by Credit by Socio-Economic Group in the UK ( percent), 1997/1998


5. Financial Services

financial services
1999/2000
Financial Services
Great Britain by Weekly Household Income ( percent), 1998/1999
at Selected Ages (000), 1998/1999
by Gender ( percent), 1998
Financial Services in Flux?
Consolidation Continues
Pre-Tax Profit and Market Capitalisation (£m and percent), 2000
2000
2000
for customers
Services for the less wealthy: out of the mainstream


6. Advertising and Promotion

Less-affluent men are not frequent readers
Table 28: Penetration of Book-Reading at Home in the UK by Socio-Economic Group ( percent), 1996/1997
Figure 16: Penetration of Book-Reading at Home in the UK by Socio-Economic Group ( percent), 1996/1997
Little advertising for basic products
Less choice for customers
(£m), 1999 and 2000
Table 30: The Four Largest Advertisers in Selected Financial Services Categories by Share of Advertising Expenditure ( percent), 2000
Compensation mania pushes premiums up
and 2000
Table 32: Main Media Advertising Expenditure in the Principal Categories of Financial Services (£m and percent), 1999 and 2000
Equity release: not suitable for poorer pensioners
Table 33: Major Advertisers of Mortgages (£m and percent), 2000
Credit-card choice lacking
Table 34: Major Advertisers of Credit and Charge Cards (£m and percent), 2000
ISAs advertised less than credit cards
Table 35: Major Advertisers of ISAs (£m and percent), 2000
More controls would increase advertising complexity
are the CDEs with money to spare?
Testing ACORN
Experian’s Financial Strategy
Table 36: Experian’s Financial Strategy Segments by Typical Socio-Economic Group and UK Population ( percent and 000), 2001


7. An International Perspective

more savings
1998-2002
Figure 17: European Household Savings Rates in Selected European Countries ( percent), 1998-2002
Pensions paradox
Table 38: Current and Projected State Spending on Pensions in Selected Countries of the World ( percent of GDP), 2000 and 2020
Services
Opportunities
Perhaps
Spare Cash
Table 39: Average Household Disposable Income and Spending by Occupational Group (£ per week), 1999/2000
Table 40: Average Household Disposable Income and Spending by Age of Head of Household (£ per week), 1999/2000
1999/2000
Pensioners Proliferate
Table 41: Number of Households in Great Britain by Household Size (million), 2001
Figure 19: Number of Households in Great Britain by Household Size (million), 2001
Stakeholder Marketing Challenge
Table 42: The UK Population by Age and Gender (million), 1901-1999 and Forecast to 2026
Threats
Not Fully Switched on to the Internet
Tough for Those on Lower-Middle Incomes


9. Consumer Dynamics

INTRODUCTION
less affluent
More debt where property prices highest
Fewer loans for lower-income groups
Table 43: Loans and Indebtedness ( percent of respondents), 2001
Steep fall in card usage among poorer households
Big fall in savings accounts
Table 44: Credit Cards and Savings Accounts ( percent of respondents), 2001
Static tax-exempt savings
Mortgage exclusion zone
Table 45: ISAs, PEPs, TESSAs and Mortgages ( percent of respondents), 2001
Health insurance luxury
Buildings insurance: premiums rise
Direct systems do not help the disadvantaged
Table 46: Health and Buildings Insurance ( percent of respondents), 2001
Big fall in contents insurance for the DE group
Fewer cheque books
Table 47: Home-Contents Insurance and Cheque-Book Accounts ( percent of respondents), 2001
Loyalty cards static
Pension misunderstanding?
Table 48: Loyalty Cards and Company Pensions ( percent of respondents), 2001
marginal importance
rate of return
2001
so important
Table 50: Importance of Branches ( percent of respondents), 2001
Reluctance to make pension contributions
Table 51: Contributions to Company and Personal Pensions ( percent of respondents), 2001
C2s maintain pension contributions
Table 52: Contributions to Company and Personal Pensions ( percent of respondents), 2001
Decline in contributions over £200 a month
Table 53: Contributions to Company and Personal Pensions ( percent of respondents), 2001
Stakeholder pension publicity falls on deaf ears
Table 54: Intended Contributions to Stakeholder Pensions ( percent of respondents), 2001
C1s and C2s taking to the phone
Table 55: Buying Financial Services by Telephone ( percent of respondents), 2001
THE DE GROUP lagging in Internet revolution
Table 56: Using the Internet ( percent of respondents), 2001
Uncertainty about education funding
Pushed to the margins?


10. Company Profiles

Introduction
Post Office
accounts
mortgages
Britannic and the undervalued C2DEs
Catalogue finance
Claims Direct and the blame society
Credit Unions
Friendly Societies
release
National Savings
1999 and 2001
Provident Financial and the home credit industry
Saga and the over-50s
Standard Life Bank and Direct Line: pooled savings
Supermarket banks
The Co-operative Group
Marks & Spencer
Morrisons
Safeway
Sainsbury’s
Tesco


11. The Future

‘No thanks’ to risk
The multi-tie era
Episodic marketing
The pensions question
Retirement at 70?
Table 58: The UK Population by Gender and Age Group (million), 1901-2026
Table 59: Ratio and Forecast Ratio of Over-60s to all Others in the UK Population, 1996-2026
Table 60: The UK Population by Gender and Age (000), 1996-2026
Costs of Care
Postponing the Reckoning with Credit
Insurance concentration pushes premiums up
Vulnerability of modern economies
Better for C2s and Ds than for C1s and Es
Wealth
Table 61: Personal Savings and Investments at Current Prices (£bn), 1995, 1999 and 2001
Table 62: Estimated Value of Household Wealth in the UK (£bn, £ per person and £ per household), 2001
The Wealth Engine Stalls
2001-2006
2001-2006
The Many Who Share a Little
Table 65: Estimated Holdings of Savings and Investment Products in the UK by C1s, C2s, Ds and Es ( percent and £bn), 2001 and 2006
2001
2006
2006
Private sector is not a social service
Organisations to watch
Last words


12. Glossary


13. Further Sources

Associations
Publications
General Sources
Sources
Government and Official Sources
Other Sources

Key Note Research

The Key Note Range of Reports

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EXECUTIVE SUMMARY

This report investigates the financial needs of those in the CDE
socio-economic groups, and assesses how well financial services companies are meeting their financial requirements. Almost 60 percent of the population of working age are in socio-economic groups C1, C2, D and E. The C1s are the most numerous, at over 7.7 million, just over one in five of the working population. The unskilled Es are the least numerous, comprising less than 5 percent of the working-age population, but in the whole population they are joined by retired people who are dependent on the state pension. Women outnumber men considerably in the lower-income groups: around 88 percent of working women are in groups C1C2DE, compared with 70 percent of men, according to the General Household Survey for Great Britain.

C2 workers are still falling in number — by more than 2 percent between 1999 and 2001. This reflects skills shortages in trades such as electrics and plumbing, as well as the decline in some traditional occupations, notably mining, steelmaking and skilled engineering trades in the manufacturing industry. The number of non-manual C1 workers increased by almost 4 percent between 1999 and 2001. Many of the new C1 jobs are in call centres and are filled by women.

There are various dominant themes in the finances of CDEs. They have an early start to earning, tending to go into work straight from school, or to study vocational subjects at further education college. They rarely have higher education to degree level or beyond. Financial services companies need to persuade these young workers to save, invest and insure before they take on heavy family responsibilities. The absence of financial education in schools, and often in colleges too, is a big handicap.

CDE men tend to have adequate earnings when they are in work and doing many hours of overtime, but they are vulnerable to accidents and occupational diseases. Women suffer financially from the ‘overtime’ culture in the UK, because their family responsibilities mean that they often cannot commit themselves to regular overtime. This puts them at a disadvantage for both promotion and in the financial services market. Their low incomes prevent them from saving much towards retirement.

Benefit rules discourage people on low incomes from struggling to amass assets or capital because of the small amounts they are allowed to keep if they do need state help. However, the amounts have been increased recently, — for example, from £3,000 to £8,000 (£12,000 for pensioners) for Income Support and £18,500 for state-financed care in a nursing home.

Scarcely any expansion in wealth is likely during 2001 and 2002. This is a signal for ‘precautionary’ financial services, notably income-protection insurance and private medical insurance, because income earners with responsibilities will seek to minimise the risk of interruptions to their income stream. Cash deposits will rise, even though interest rates will be low and returns on standard savings accounts may be negative — for example, if inflation is 3 percent and the interest rate on a deposit is 2 percent, the depositor would have a negative return of 1 percent. Recent stock-market turbulence will make the British even more cautious than normal, and they will be nervous of equity-based investments. National Savings has a good opportunity to increase its business. The nation needs stakeholder pensions, but these will have to be marketed with far more flair than at present. Householders will be keener to ensure that they are fully covered by buildings and contents insurance, if they can obtain this kind of insurance.

Changes in wealth distribution between 2001 and 2006 will benefit the C1 to E groups only marginally overall. Within these groups, the C2s and Ds will do better than the Es, and the C1s are likely to do the worst of all. The new tax credits will benefit working households on low incomes, if they have children, and so semi-skilled Ds and unskilled Es will gain. Many working C1s will earn just too much to receive credits, and their position overall is unlikely to improve. C1 jobs in offices are vulnerable to further automation, and this will help to keep wage rises low. Pensioner Es benefit from the Minimum Income Guarantee, and C2s, especially skilled tradesmen, have quite a promising outlook.

The private sector will not be able to deliver all of the financial security that their customers want. Mis-selling of pensions, poorly performing endowments, investments that lose value as well as gain, property that is too vulnerable to insure, etc., indicate that it would be in society’s interests for the public sector to take over a larger share of responsibility for social protection. In a riskier, more unstable world, it is beyond the capacity of the private sector to offer high-quality financial products at reasonable cost, year in and year out.

Text © 2001 MAPS

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