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TABLE OF CONTENT
Scope and Themes
What you need to know
Data sources
Consumer survey data
Comperemedia
Abbreviations and terms
Abbreviations
Terms
Companies mentioned in this report
Executive Summary
The market
An aging population
Figure 1: Percentage of population by generation, 2012
Figure 2: Projected percentage of population by age, medium growth scenario, 2010 and 2036
Net immigration will mitigate the effects of the aging population
Figure 3: Immigrants as a percentage of total population, by age group, 2012
Debt is at all-time highs
Figure 4: Household debt to Disposable Personal Income ratio, Q4 2008-Q1 2013
Mintel consumer research
Sources of financial information
Figure 5: Sources of information about investments and financial products/services, aged 18-34 by gender, February 2013
Ownership of financial products
Figure 6: Ownership of non-retirement savings account, by age, February 2013
Figure 7: Ownership of insurance products, by age, February 2013
Personal goals over the next two to three years
Figure 8: Personal goals over next two to three years, by age, February 2013
Figure 9: Personal goals by presence of children in the household, February 2013
Financial goals
Figure 10: Financial goals to be accomplished in next two to three
years, pay off/pay down credit card debt, by age, February 2013
Figure 11: Financial goals to be accomplished in next two to three years, by gender, February 2013
Figure 12: Financial goals to be accomplished in next two to three years, by age and gender, February 2013
Figure 13: Financial goals to be accomplished in next two to three
years, by presence of children in the household, February 2013
Brand attributes of FSIs
Figure 14: Importance of financial brand attributes, “very important,” overall, February 2013
Generational attributes
What we think
Issues and Insights
Generational differences have clear implications for their financial requirements
Millennials are a financially driven generation
Free-thinking Millennials need a different marketing strategy than more conservative Boomers
The advantages of convincing Millennials to engage with the adviser channel
Trend Applications
Trend: Agelessness
Opportunities for FSIs
Trend: Experience is All
Opportunities for FSIs
Mintel Futures: Access Anything, Anywhere
Opportunities for FSIs
The Market by Generations
Key points
Generations in Canada
Figure 15: Population numbers, by generation, 2011
Figure 16: Canadian population by generation and labor force participation, 2011
Canada’s population is aging
Figure 17: Estimates of population by age group, age at last birthday, 2008-12
Figure 18: Estimates of population by age group (chart), age at last birthday, 2008 and 2012
Figure 19: Current and projected percentage of population by age, medium growth scenario, 2010 and 2036
Figure 20: Current and projected percentage of population by age (chart), medium growth scenario, 2010 and 2036
Impact of immigration on demographic shifts
Figure 21: Components of population growth, July 2007-July 2012
Figure 22: Immigrants as a percentage of total population, by age group, 2012
Figure 23: Immigrants, by age, July 2007-July 2012
Market Drivers
Key points
The dynamics of delayed marriage and two-income households
An impact of an aging population on productivity
Figure 24: Percentage of Canadian population younger than 14 and older than 65, 1971-2031
Figure 25: Population estimates, by age group, July 2011
Figure 26: Population and growth rate, by age, 1991, 2001, and 2011
Figure 27: Median age, Canada overall and four most populous provinces, 1982 and 2012
Home prices stabilizing
Figure 28: Teranet National Bank Composite House Price Index, January 1999-March 2013
Figure 29: Prime rate, variable mortgage rate and five-year mortgage rate, October 2007-January 2013
Household debt is at an all-time high
Figure 30: Household debt-to-income ratio, Q4 2008-Q1 2013
Figure 31: Household debt by age, 2012
Unemployment is steady
Figure 32: National unemployment rate, January 1990-March 2013
Figure 33: Unemployment by age, 2011
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