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Deposit and Savings Accounts - UK - April 2015

Published By :

Mintel

Published Date : Apr 2015

Category :

Banking

No. of Pages : 72 Pages

Although most savers say they are prepared to switch savings provider to receive a better rate, less than a third actually did so in the last year or so. With interest rates so low across the board, the cash benefit of switching accounts is usually marginal for all but the heaviest savers.
Table of Content

Introduction

Report scope and definitions

Executive summary

The market
Mintel forecasts a steady growth in retail deposits over the next five years
Figure 1: Forecast of retail savings balances, fan chart at current prices, 2009-19
Retail deposits reached a total of nearly £1.3 trillion in 2014
Figure 2: Total value of retail savings deposits from UK households and % change year on year, 2005-14
Economic environment and market conditions
Online beats all other channels in the savings market
Figure 3: Activities relating to savings, by channel preference, February 2015
Key players
Lloyds Banking Group reports the highest overall retail savings balances
High street players continue to develop their multi-channel capabilities
All eyes on current accounts
Providers target loyalty through simplification
The consumer
Over one quarter have no savings or investments
Figure 4: Value of savings and investments, February 2015
Easy-access savings accounts: the most popular savings product
Figure 5: Ownership of savings products, February 2015
More than half of adult savers own multiple savings products
Figure 6: Number of saving product types held, February 2015
Almost two fifths of savers expect to increase their savings
Figure 7: Savers’ future saving plans, February 2015
Fewer than one in five non-savers expect to start saving
Figure 8: Non-savers’ future saving plans, February 2015
Peace of mind and protection from the unexpected are the main reasons for saving
Figure 9: Reasons for saving, February 2015
Consumer saving habits
Figure 10: Consumer saving habits, February 2015
Savers’ engagement in the market
Figure 11: Savers’ interest in the market, February 2015
30% have switched savings accounts in the last year
Figure 12: Savers’ attitudes and switching behaviour, February 2015

Issues and insights

PFM apps have growth potential in the UK
The facts
The implications
Low switching in the savings market gives banks the opportunity to compete on non-price factors
The facts
The implications

The Market – What you need to know

Retail deposits reached a total of nearly £1.3 trillion in 2014
Market forecasts a steady growth in retail deposits over the next five years
Gap between inflation and wage growth has disappeared…
but economic recovery will take time to feed through into consumer financial wellbeing
Rates of return continue to suffer
Equity-based products are becoming a more appealing option
Online beats all other channels in the savings market

Market size and segmentation

Retail deposits reached a total of nearly £1.3 trillion in 2014
Figure 13: Total value of retail savings deposits from UK households and % change year on year, 2005-14
Value of sight accounts is steadily increasing
Figure 14: Volume and value of individual interest-bearing Sterling accounts (high street retail banks only), 2009-13

Market forecast

Figure 15: Forecast of retail savings balances, fan chart at current prices, 2009-19
Figure 16: Forecast of total retail savings balances, 2009-19

Economic environment

Gap between inflation and wage growth has disappeared
Figure 17: Monthly change in RPI and average weekly earnings (regular pay, excluding bonuses), January 2009-January 2015
Economic recovery will take time to feed through into consumer financial wellbeing…
…but consumer confidence edged upwards in January 2015
Figure 18: Financial confidence index, January 2009-15
No major change in the savings ratio in 2014
Figure 19: Gross household savings and savings ratio, seasonally adjusted at current prices, 2004-14* (est)

Market conditions

Rates of return continue to suffer
Figure 20: Average monthly quoted interest rates of UK monetary financial institutions (excluding Central Bank), not seasonally adjusted, January 2011-15
Equity-based products are becoming a more appealing option
Figure 21: Value of new adult ISA subscriptions, 2009/10 – 2013/14
Budget 2015: New personal savings allowance and cash ISA flexibility
FCA probe into the cash savings market
NS&I Pensioner Bonds: a savings gift to the over-65s

Channels to market

Online beats all other channels in the savings market
Figure 22: Activities relating to savings, by channel preference, February 2015
Providers increasingly promote digital channels

Key Players – What you need to know

Lloyds Banking Group reports the highest overall retail savings balances
NS&I grew savings balances significantly in 2014
Adspend on cash savings products down by 38% in 2014
Greater focus on brand building in 2014
High street players are embracing a multi-channel approach
All eyes on current accounts
Providers target loyalty
A look towards their customers with disabilities

Market share

NS&I holds less than 10% of the savings market share
Figure 23: Retail savings balances from households and market share, by sector, 2010-14
Lloyds Banking Group reports the highest overall retail savings balances
Figure 24: Big providers’ total retail savings balances, shown on a group basis – UK, 2013-14
Lloyds Banking Group holds leading position in the easy-access savings account market
Figure 25: Ranking of the largest group providers of each savings product, by proportion of customers, February 2015

Advertising spend

Greater focus on brand building in 2014
Figure 26: Total advertising expenditure on cash savings products, by product type, 2010-14
Halifax remains the highest-spending advertiser in the savings account market
Figure 27: Top ten advertisers of cash savings products (excluding cash ISAs and children’s saving products), 2012-14
TV and press claimed 88% of sector adspend in 2014
Figure 28: Total advertising expenditure on cash savings products (excluding cash ISAs and children’s saving products), by media type, 2014*
A note on adspend

Competitive strategies – Channel evolution

High street players continue to develop their multi-channel capabilities
Lloyds Bank: Online appointment booking system
Barclays: Video Banking
Nationwide NOW
Digital-only banks are on the way…
…while the big high street players are developing their digital services
Lloyds Banking Group: Electronic identification
Barclays: Cheque imaging service
RBS/NatWest: Fingerprint login
Nationwide: Impulse Saver

Competitive strategies – Product development

All eyes on current accounts
Providers target loyalty
Simplification of savings products…
…and introduction of ‘loyalty’ products
A look towards customers with disabilities
RBS/NatWest: Accessible cards for the partially sighted and blind
Barclays: In-branch beacon technology

Brand research

What you need to know
Brand map
Figure 29: Attitudes towards and usage of selected financial services brands, December 2014
Key brand metrics
Figure 30: Key metrics for selected financial services brands, December 2014
Brand attitudes: The Co-operative Bank maintains a socially responsible reputation despite negative headlines
Figure 31: Attitudes, by brand, December 2014
Brand personality: First Direct enjoys fun and vibrant brand image
Figure 32: Brand personality – Macro image, December 2014
Brands with a high street presence tend to have stronger customer service associations
Figure 33: Brand personality – Micro image, December 2014
Brand analysis
Nationwide has a strong overall brand image
Figure 34: User profile of Nationwide, December 2014
First Direct is most likely to be seen as upbeat
Figure 35: User profile of First Direct, December 2014
NS&I is thought to offer something different
Figure 36: User profile of NS&I, December 2014
Yorkshire Building Society has an all-round brand image
Figure 37: User profile of Yorkshire Building Society, December 2014
Halifax uses branch network to boost perceptions of customer service
Figure 38: User profile of Halifax, December 2014
Clydesdale Bank has strong Scottish bias
Figure 39: User profile of Clydesdale Bank, December 2014
The Co-operative Bank continues to feel the effects of negative stories
Figure 40: User profile of The Co-operative Bank, December 2014
Aldermore lacks overall awareness and exposure to develop strong brand image
Figure 41: Demographic breakdown of consumers aware of Aldermore, December 2014

The Consumer – What you need to know

Over one quarter with no savings or investments in 2014
Easy-access savings accounts: the most popular savings product
More than half of adult savers own multiple savings products
Bank branches are still alive and kicking
Almost two fifths of savers expect to increase their savings…
…while fewer than one in five non-savers expect to start saving
Peace of mind and protection against the unexpected are the main reasons for saving
Over one third of savers keep savings in their current accounts
Personal financial management mobile apps mostly used by younger savers
Price comparison sites used by over half of savers
Consumers split over confusion in the savings market
Nearly one third have switched savings accounts in the last year

Value of savings and investments

Over one quarter of over-18s have no savings or investments
Figure 42: Value of savings and investments, February 2015, January 2014, January 2013
Value of savings increases with age…
Figure 43: Value of savings and investments, by Age, February 2015
…and income
Figure 44: Value of savings and investments, by gross annual household income, February 2015
But the lower end of the market should not be ignored

Ownership of savings products

Easy-access savings accounts: the most popular savings product
Figure 45: Ownership of savings products, February 2015
Higher-value savers attracted to tax-exempt savings products…
…but also to fixed-rate/notice savings accounts
Figure 46: Ownership of savings products, by value of savings and investments, February 2015

Number of saving products held

More than half of adult savers own multiple savings products
Figure 47: Number of saving product types held, February 2015
Figure 48: Ownership of savings products, by number of saving product types held, February 2015
Over-55s and higher earners most likely to have multiple savings products

Consumer channel preferences

Online dominates across all ages, but particularly Millennials…
Figure 49: Activities relating to savings, by channel preference, February 2015
Figure 50: Activities relating to savings by channel preference, by generations, February 2015
but Millennials also value personal contact when applying for a savings product
Bank branches are still alive and kicking
Figure 51: Agreement with the statement ‘I wouldn’t want to save with a company that doesn’t have high street branches’, February 2015

Consumer saving plans

Almost two fifths of savers expect to increase their savings
Figure 52: Savers’ future saving plans, January 2014 and February 2015
Fewer than one in five non-savers expect to start saving
Figure 53: Non-savers’ future saving plans, January 2014 and February 2015
Millennials are confident about the next six months
Figure 54: Savers’ future saving plans, by age, February 2015
Figure 55: Non-savers’ future saving plans, by age, February 2015

Reasons for saving

Peace of mind and protection from the unexpected are the main reasons for saving
Figure 56: Reasons for saving, February 2015
Consumers’ financial confidence affects their motivations to save
Millennials most likely to save towards a deposit to buy a home
Individuals with savings of £100,000 or more look towards retirement
Figure 57: Reasons for saving, by value of savings and/or investments, February 2015

Consumer saving habits

Over one third of savers keep savings in their current accounts
Figure 58: Consumer saving habits, February 2015
Intentions may be good, but actions speak louder than words
Regular savings account holders are more disciplined
Figure 59: Consumer saving habits, by savings product ownership, February 2015
Personal financial management mobile apps mostly used by younger savers

Savers’ interest in the market

More than two fifths of savers say that they regularly check the market
Figure 60: Savers’ interest in the market, February 2015
Price comparison sites used by over half of savers
Consumers split over confusion in the savings market
Engagement is greatest among adults with higher savings
Figure 61: Savers’ interest in the market, by value of savings and investments, February 2015

Savers’ attitudes and switching behaviour

Nearly one third have switched savings accounts in the last year
Figure 62: Savers’ attitudes and switching behaviour, February 2015
Accounts with introductory bonuses are considered by 75% of savers
Abbreviations

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