by Pia Johannson 20.06.11 in R&D Comments (0)
Mainz, Shanghai, Boston, June 2011. What kind of expectations do German, Chinese or American online customers have towards a website on retirement provisions? To which extent do their expectations differ? These questions are being pursued by mediaman research in its netInvest 2011 study. netInvest examines the behavior of retirement provision customers in three of the most important markets and provides financial services providers with important insights. A first glance at the findings of netInvest 2011 shows: despite obvious cultural and regulatory differences, the expectations of internet users in the three examined countries are surprisingly similar in many aspects.
Thus, detailed product information, including the possibility to calculate individual contributions online, is top priority in all three countries. In contrast, personal contact is preferred by the majority when it comes to the conclusion of a contract. Equally prevalent is the wish of existing customers to handle administrative tasks online. In this context, most of the customers in all three countries are willing to provide private data - unless the reason is evident and the data transfer safe.
Also, there is a high agreement on the question of imagery: mostly preferred are images of couples. However, the websites’ structure and color schemes – as with other issues – are being evaluated rather differently from market to market.
With a view to the booming Chinese market, one aspect is especially interesting: according to netInvest, Chinese users put in general much more trust in internet sources than Germans or Americans do – hence, China is very well suited as a test market for digital and , especially, mobile marketing strategies. Indeed, there are tendencies towards a stronger significance of mobile internet applications in Germany and the USA, as well. At the-time-being, however, online priorities should be still set differently there.
mediaman research provides a first overview of the netInvest findings under http://www.mediaman.net/netInvest.net. A presentation of the study is available, as well.
About mediaman
mediaman is a privately owned and operated digital marketing network with over 100 employees in Germany, China the USA and Argentina. Core competencies of the company founded in 1996 are the development of digital platforms, apps and interfaces: user-centered, device-independent, technologically-neutral. Key customers are among others Daimler, Hyundai, Merck, Osram, Zurich.