美国Charles Schwab嘉信理财用户市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMERS&BRANDSBanks:

Charles

Schwabcustomers

in

the

United

StatesConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofCharles

Schwab

customers

in

theUnitedStates:

whothey

are;

whatthey

like;

what

theythink;andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

CharlesSchwab

customers

inthe

UnitedStates(’’brandusers’’)

againstU.S.

banking

customersingeneral

(’’category

users’’),

and

theoverall

U.S.onliner,

labelled

as’’all

respondents’’

inthe

charts.•

12,000+

forcountries

with

theextended

survey(including

theUnited

States)•

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsCharles

Schwabranks

outside

the

top

10

of

most

used

banks

in

the

U.S.Management

summary:

brandusageand

competitionTop10

most

used

banksintheU.S.Bankof

AmericaChase21%9%9%Wells

FargoChime7%CapitalOnePNCBankU.S.BancorpCitibank5%3%2%2%2%1%AllyBankTDBank4Notes:"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=10011,

banking

customersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

banking

customers

using

Charles

Schwab

stayed

the

same

sinceQ2

of

2022Management

summary:

brandusagetimelineTimeline

of

banking

customers

using

CharlesSchwab1%1%1%1%1%2022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=34-

73

Charles

Schwab

customers,

n=5009

-

10011

banking

customersConsumer

Insights

Global

as

of

August

2023Sources:Charles

Schwab

customers

in

the

United

StatesManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsCharlesSchwab

is

more

popularamong

Social

justiceis

more

importanttoItstands

out

that26%

ofCharlesSchwab

customers

think

thattheycouldsavealot

of

money

iftheytook

financial

than

theaverage

bankingcustomer.advice.CharlesSchwab

customers

access

theinternet

viaasmartphone

lessoftenGeneration

Zthanother

banks.CharlesSchwab

customers

than

toother

banking

customers.CharlesSchwab

is

more

popularamongmale

banking

customers

than

femalebanking

customers.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

CharlesSchwab

customers.Onsocial

media,

CharlesSchwabcustomers

interact

with

companiesmore

often

than

other

bankingcustomers.45%

ofCharles

Schwab

customers

areintheearly

majority

of

innovationadoptertypes.CharlesSchwab

hasalarger

share

ofcustomers

with

ahigh

income

thanother

banks.Sportsandfitnessare

relatively

popularhobbiesamong

CharlesSchwabcustomers.37%

ofCharles

Schwab

customers

thinkthatrising

prices,

inflation&cost

oflivingare

issuesthatneed

to

beaddressed.CharlesSchwab

customers

rememberseeing

adson

blogs

and

forums

moreoften

than

other

banking

customers.30%

ofCharles

Schwab

customers

liveinlargecities.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Charles

Schwab

is

more

popular

among

GenerationZ

than

other

banksDemographic

profile:

generationsAgeof

consumersintheU.S.Brand

users32%42%19%7%Category

usersAllrespondents21%22%37%28%29%13%37%13%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Charles

Schwab

is

more

popular

among

male

banking

customers

than

femalebanking

customersDemographic

profile:

genderGenderofconsumersintheU.S.Brand

users67%33%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,

n=60072,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202355%

of

Charles

Schwabcustomers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheU.S.38%36%32%24%23%21%17%

17%15%13%12%12%11%6%6%4%3%3%

3%Bachelor

degree

Master

degree

Doctoral

degree0%

0%Noformaleducation

/primary

schoolLower

secondary

Uppersecondaryeducation

(noteligible

forTechnical

/vocationaleducationeducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

bankingcustomers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

has

a

larger

share

of

customers

with

a

high

income

than

otherbanksDemographic

profile:

incomeShare

ofconsumersintheU.S.

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users42%28%30%30%Category

usersAllrespondents36%35%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarilyuse?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

banking

customers,

Charles

Schwabcustomers

are

relativelylikely

to

live

in

a

household

of

two

or

more

related

adultsDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheU.S.

live25%25%24%23%22%19%

20%19%

19%15%15%

15%10%

10%10%8%7%5%4%

4%Multi-generationalfamily0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherhouseholdrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

Charles

Schwabcustomers

live

in

large

citiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheU.S.30%28%27%24%23%21%19%19%19%17%15%14%11%9%8%7%6%5%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:

n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

202316%

of

Charles

Schwabcustomers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheU.S.Brand

users16%77%7%Category

usersAllrespondents11%85%4%11%85%4%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSocial

justice

ismore

important

to

Charles

Schwab

customers

than

to

otherbanking

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheU.S.51%51%48%

48%47%39%41%39%39%37%30%30%33%27%29%30%24%29%29%29%27%25%23%13%16%15%14%13%13%12%AhappyrelationshipTobesuccessful

Social

justiceMaking

myown

decisionsHavingagood

timeAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=73,

CharlesSchwab

customers,

n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofCharles

Schwab

customersConsumer

lifestyle:

main

interestsTop10

interestsofCharles

Schwab

customersintheU.S.52%51%42%41%35%36%30%33%29%33%32%32%32%31%

31%30%30%30%29%29%29%25%

25%20%25%24%23%23%23%20%Health

&fitnessMovies,TVshows&musicScience

&technologyFinance&economyFood

&diningPolitics&societyandcurrentworld

eventsTravelSportsCareer

&educationHistoryBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

allrespondentsConsumer

Insights

Global

as

of

August

2023Sports

and

fitness

are

relatively

popular

hobbies

among

Charles

SchwabcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofCharlesSchwab

customers

intheU.S.40%

40%37%32%33%

33%36%35%

34%34%

31%31%33%30%32%30%30%29%29%25%

25%25%18%21%21%20%20%19%19%19%OutdooractivitiesDoing

sportsandfitnessVideo

gamingReadingSocializingTravelingPetsTech

/computersCars/vehiclesCooking/bakingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

customers

are

more

likely

to

go

cycling

than

other

bankingcustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofCharles

Schwab

customers

intheU.S.18%18%15%12%13%12%12%12%11%11%11%11%10%10%10%10%9%9%9%9%9%9%8%8%8%7%5%5%4%4%BasketballCyclingFitness,aerobics,cardioHikingAmericanFootball

/FlagFootballHunting/FishingSwimming/DivingBaseball/SoftballCricketBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=34,

Charles

Schwab

customers,n=3474,

bankingcustomers,n=22143,

all

respondentsConsumer

Insights

Global

as

of

August

20238%

of

Charles

Schwab

customers

follow

soccerConsumer

lifestyle:

sports

followedTop10

sports

followed

byCharlesSchwab

customers

intheU.S.22%21%17%16%15%14%12%14%12%8%8%7%

7%8%7%7%6%6%5%

5%4%4%4%4%4%

4%3%

3%2%

2%AmericanfootballBaseballBasketballSoccerSwimming/divingTennisBoxingCricketCyclingGolfBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=18,

Charles

Schwab

customers,n=2740,

bankingcustomers,n=17395,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes•

Attitudestowards

personal

finances•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

26%

of

Charles

Schwab

customers

think

that

they

could

save

alot

of

money

ifthey

took

financial

adviceConsumer

attitudes:financeAgreementwithstatements

towards

financeintheU.S.38%36%33%30%28%26%26%23%21%21%21%20%19%17%16%I’mwell

informedaboutmy

personalfinancialsituationIcould

imaginedealingwith

my

financialIcould

savealot

ofmoney

ifItook

adviceIftheservice

is

good,I’mhappy

topayforIcould

imaginegettingallmy

financialservicestransactionsexclusively

from

afinance

expert

account

administration

from

atechcompanyviamy

smartphone(e.g.,on

taxes,bankandinsuranceissues)andtransactionssuchasGoogle

or

AppleBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,

n=10011,

allrespondentsConsumer

Insights

Global

as

of

August

202345%

of

Charles

Schwabcustomers

are

in

the

early

majority

of

innovationadopter

typesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

U.S.45%38%37%26%25%25%24%23%18%12%12%12%1%1%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

202337%

of

Charles

Schwabcustomers

think

that

rising

prices,

inflation

&

cost

ofliving

are

issues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theUnitedStates

accordingto

CharlesSchwab

customers53%52%42%43%42%42%40%40%37%36%35%34%34%29%29%30%27%28%26%30%30%30%29%29%29%27%23%27%28%27%Rising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityCrimeFood

andwater

securityPovertyClimatechangeHousingEnvironmentCivilrightsBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=73,Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

customers

tend

to

have

more

left

leaning

political

views

thanother

banking

customersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheU.S.Brand

users34%22%37%7%Category

usersAllrespondents22%21%29%34%16%17%28%34%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

heldthat

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints•

Internet

usagebydevice•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsCharles

Schwab

customers

access

the

internet

via

a

smartphone

less

often

thanthe

average

banking

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

U.S.

use

regularly

toaccesstheinternet89%

89%75%66%62%60%58%57%52%48%46%42%41%38%36%37%35%35%33%32%32%30%28%27%

27%26%26%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletSmart

speakers

Streaming

device

Gaming

consoleAllrespondentsSmartwatchCategory

users27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=73,

Charles

Schwab

customers,n=10011,banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Charles

Schwab

customers

interact

with

companies

moreoften

than

other

banking

customersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheU.S.

bytype54%53%49%

49%41%49%

49%44%42%43%42%42%34%32%36%36%36%

36%27%34%33%28%32%23%27%26%25%22%17%

16%8%

8%8%7%5%3%FollowedpeopleSentprivate

Liked

postsPostedpictures/videosCommented

Posted

textsLikedcompanypostsSharedpostsbyother

usersFollowedcompaniesSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediamessagesbyotheruserson

posts/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=73,

Charles

Schwab

customers,

n=10011,banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

customers

tend

to

listen

to

the

radio

less

often

than

bankingcustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheU.S.

havebeen

using

inthepast4weeks73%70%69%68%67%66%61%54%54%52%50%49%48%47%45%35%34%

34%35%33%32%29%

26%29%19%28%

28%25%24%15%21%17%14%DigitalvideocontentMovies

/cinemaTVDigitalmusiccontentPodcastsRadioOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapersMagazinesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=73,

Charles

Schwab

customers,n=10011,

banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

customers

remember

seeing

ads

on

blogs

and

forumsmoreoften

than

other

banking

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereCharlesSchwab

customersintheU.S.

havecome

across

digitaladvertisinginthepast4weeks44%44%42%38%40%38%36%37%37%33%32%34%29%28%28%

29%27%23%27%26%

26%25%22%21%23%22%22%21%11%

11%Social

mediaVideo

portals

Video

streaming

Search

enginesservicesWebsitesandappsof

brandsOnlinestoresVideo

gamesBlogs/forumsMusicportalsOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=73,

Charles

Schwab

customers,n=10011,banking

customers,n=60072,

all

respondentsConsumer

Insights

Global

as

of

August

2023Charles

Schwab

customers

remember

ads

they

saw

on

TV

less

often

than

otherbanking

customersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

U.S.

havecome

across

non-digital

advertisinginthepast4weeks48%47%37%34%34%

34%33%

33%33%

33%33%29%

29%27%26%22%17%

16%21%19%

19%18%

18%15%Directly

inthestoreOnTVOnadvertisingspacesOntheradioBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

he