Partner Metrics: Consumer Awareness of and Willingness to Use Alternative Providers in Financial Services in Germany

Partner Metrics: Consumer Awareness of and Willingness to Use Alternative Providers in Financial Services in Germany published by Finaccord Ltd. in February, 2009. This report consists of 214 Pages and the price starts from US $ 2495.

Introduction

Abstract

Finaccord' s report titled Partner Metrics: Consumer Awareness of and Willingness to Use Alternative Providers in Financial Services in Germany is a unique, primary analysis of the actual and potential impact of 80 key non-financial partner organisations across nine separate banking and insurance products: motor insurance, household insurance, travel insurance, accident and health insurance, life insurance, credit cards, mortgages, personal loans and savings accounts.

The research for this study was carried out during November and December 2008 using the Internet consumer panel of mo' web research. In total, completed surveys were filled in and submitted on-line by 3,000 consumers. Moreover, The fundamental rationale for the publishing of this report is the growing importance of partnerships for financial services in Germany. Indeed, among the 80 entities considered in this study, 32 were offering motor insurance at the time of the research with 31 active in credit cards and 19 in accident or health insurance although only seven in mortgages. However, understanding the actual and potential impact of any given organisation on a comparative basis is hard as it depends not only on the provider' s overall numbers of customers but, also, upon other variables. These include the depth and frequency of the relationship between the organisation and its customers, the degree of trust invested in the organisations by consumers and the willingness of consumers to use them to take out financial services. Hence, there remain many unanswered questions that this report seeks to address. For example, what evidence is there to suggest that retailers such as Aldi, Amazon, Lidl, Real or Schlecker could expand profitably into banking or insurance? To what extent can leading travel firms be used to distribute financial services other than travel insurance? Do energy companies or media entities constitute a valid partner for any type of financial product? And which specific organisations already promoting financial services appear to have achieved the highest cross-selling rates thus far? Indeed, you may be able to use this report in one or more of the following ways: appreciate both the size of the total customer base of the alternative providers of financial services covered by the research and, critically, how this breaks down by frequency of contact; understand the extent to which the brands of the same organisations are trusted by consumers and how this differs between actual customers and non-customers; assess the prospects for distributing motor insurance, household insurance, travel insurance, accident and health insurance, life insurance, credit cards, mortgages, personal loans and savings accounts through the universe of alternative providers reviewed; compare the apparent size of the partnership opportunity on a like-for-like basis both across the nine financial services considered and the 80 organisations evaluated - how do the other 79 entities stack up against ADAC, which emerges among the market leaders in this field? gain access to unique partner profiles which consolidate data describing their actual and potential effectiveness as distributors of banking and insurance products.

Research methodology and structure

Following solicitation of the basic information regarding the age group, income band and geographical location of respondents, the Partner Metrics survey was organised around the questionnaire presented below.

It is important to note that the 3,000 respondents were divided into four approximately equal groups with each given a set of 20 organisations, selected at random from the full list of 80, about which to provide answers. The reason for this is that, plainly, few individuals would have been willing to offer considered and reliable responses for all 80 entities.

Furthermore, the names of the 80 organisations were presented in the survey exactly as depicted in the table on page 17. In order not to introduce a potential bias into the results, Finaccord elected not to ‘help' respondents by providing them with information that would assist them in recognising any given entity. For example, RWE was not introduced as ‘the parent company of Lechwerke' nor were Apple and Welt defined respectively as ‘the manufacturer of technology products' or ‘the newspaper' .

Table of Contents

• Research background and structure
• In terms of the regularity of contact with consumers, Google comes first ahead of Aldi...
• .....although Deutsche Post possesses the largest outright number of customers
• The brands of ADAC and Amazon inspire the most trust across all consumers...
• .....while the brands of energy companies have been damaged by rising electricity and gas prices
• Apple, AvD and American Express achieve high scores for trust among their own customers
• On average, consumers are most likely to take out travel insurance through the 80 organisations...
• ... with least interest being demonstrated for mortgages as a result of a number of factors
• The 80 partner organisations researched can be grouped into five main categories...
• .....for which various conclusions can be drawn concerning their prospects in financial services
• Organisations with a smaller customer base often appear to be more efficient as affinity partners
• ..... with the larger German retailers not viewed widely as natural providers of financial services
• However, successful partnership marketing is largely dependent upon effective execution

• Research rationale
• Alternative providers have expanded into financial services in Germany in recent years
• ... although it can be hard to evaluate the actual and potential efficacy of any given organisation
• Partner Metrics seeks to provide both an intellectual framework and robust, indicative data...
• ..... for both the full universe of respondents and actual customers of each of 80 organisations
• The choice of 80 brands has been influenced in part by developments elsewhere in Europe
• Research sample
• Strengths and weaknesses
• The Internet research methodology is characterised by several advantages and drawbacks
• Finaccord
• Partner Metrics and other consumer-focused studies
• Affinity and partnership marketing publications for Germany
• Equivalent publications for the UK
• mo' web

• Introduction
• Results from the Partner Metrics research are given for nine distinct types of financial service
• Consumer relationships and awareness
• Results for all consumers
• Among partners, Aldi lies second only to Google in terms of its profile with consumers...
• ... with Deutsche Post, Lidl and eBay also featuring among the top five in this ranking
• Implied number of customers
• Only 6.8% of consumers claim to have no relationship whatsoever with Deutsche Post
• Deutsche Post and Aldi are boosted by their huge volume of occasional customers
• Consumer trust
• Results for all consumers
• Among the 80 entities covered, the brands of ADAC and Amazon are the most trusted...
• ... with two of Germany' s car makers also entering the top ten rankings for trustworthiness
• The brands of RWE and E.ON have been damaged by volatile energy prices
• Results for actual customers
• Three firms achieve a top five ranking for trust both among their own clients and all consumers...
• ... while Apple, AvD and American Express score especially well among their own customers
• Travel firms tend to achieve relatively low scores for trust among their own clients
• Motor insurance - actual and potential performance
• Results for all consumers
• ADAC achieves the highest percentage of consumers claiming actual or historic utilisation
• guenstiger.de is perceived by many consumers as a possible source of motor insurance
• Results for actual customers
• AvD and Porsche score highly as distributors of motor insurance among their own customers
• An average of 6.3% of drivers claim to have bought automotive manufacturer insurance
• Implied number of actual and viable customers
• Aldi and REWE could both be viable affinity partners for motor insurance in future
• Household insurance - actual and potential performance
• Results for all consumers
• A significant proportion of consumers view ADAC as a viable source of household insurance
• Aldi, Amazon and IKEA could credibly enter this market
• Most organisations in the lower half do not currently offer household insurance
• Results for actual customers
• Porsche could potentially achieve a very high level of take-up among its own customers
• Certain partner organisations are well-positioned to leverage the affinity of their customers...
• ... although it is far from certain whether eBay can sell household policies to its customer base
• Implied number of actual and viable customers
• ADAC possesses in excess of six million viable customers for household insurance
• Travel insurance - actual and potential performance
• Results for all consumers
• Among all consumers, ADAC appears to be the best partner for travel insurance...
• ... with a range of other organisations challenging the position of specialist travel firms
• Several retailers would struggle to achieve success in this field
• Results for actual customers
• Superior cross-selling rates mean that travel-oriented firms are the most efficient distributors
• Implied number of actual and viable customers
• Amazon and Deutsche Post could become significant distributors of travel insurance
• Accident and health insurance - actual and potential performance
• Results for all consumers
• ADAC is the organisation that consumers are most likely to associate with these types of policy
• ... followed by Quelle, American Express, AvD and Karstadt
• Results for actual customers
• Almost 10% of its members claim to have bought an accident or health policy through ADAC
• Implied number of actual and viable customers
• Implied viable customers exceed three million for eight organisations
• Life insurance - actual and potential performance
• Results for all consumers
• The results for life insurance are broadly comparable to those for accident and health insurance
• Of those already offering the product, Quelle achieves the highest score
• Results for actual customers
• The actual customers of Porsche and American Express are most likely to buy life insurance
• Relative to equivalent networks elsewhere in Europe, Deutsche Post is a laggard in this field
• Implied number of actual and viable customers
• Three entities possess an implied number of actual and viable customers above four million
• Credit cards - actual and potential performance
• Results for all consumers
• Amazon' s credit card has achieved apparently remarkable take-up among consumers
• The results suggest that there should be scope for Aldi to introduce its own co-branded card...
• ... with the same observation applying to several other retailer brands and even Die Bahn
• Results for actual customers
• A number of organisations boast apparently high take-up rates for their co-branded cards...
• ... including ADAC, Audi, AvD, Breuninger and Mercedes-Benz
• ... although future growth prospects for the EDEKA and Lidl payment cards appear doubtful
• Implied number of actual and viable customers
• The research suggests that demand for Tchibo and H&M payment cards could be significant
• Mortgages - actual and potential performance
• Results for all consumers
• Consumers show limited interest in taking out mortgages through alternative providers...
• ... although Deutsche Post' s experience in this market appears to have been reasonable
• Results for actual customers
• Several automotive brands could potentially extend their financial proposition to mortgages
• Implied number of actual and viable customers
• 12 organisations score over two million implied actual or viable customers for mortgages
• Consumer finance / personal loans - actual and potential performance
• Results for all consumers
• As a partner, Deutsche Post benefits from its long-established relationship with Postbank
• While not currently active, Amazon and Aldi could also be viable distributors of personal loans
• Results for actual customers
• Entities with a smaller customer or supporter base are often more efficient as affinity partners
• Implied number of actual and viable customers
• Six entities score a number in excess of four million in implied actual or viable borrowers
• Savings accounts - actual and potential performance
• Results for all consumers
• Only a minority of the 80 organisations surveyed currently offer their own savings accounts...
• .....with EDEKA ranked in the bottom half in spite of its long-standing ownership of EDEKA Bank
• Results for actual customers
• However, a number of organisations could consider entering the market for savings accounts
• Implied number of actual and viable customers
• Aldi, Amazon and PAYBACK all possess a relatively high implied number of viable customers

• Introduction
• 3.1 ADAC
• 3.2 Air Berlin
• 3.3 Aldi
• 3.4 Amazon
• 3.5 American Express
• 3.6 Apple
• 3.7 Aral
• 3.8 Audi
• 3.9 AvD
• 3.10 Bayern Munich
• 3.11 Bild Zeitung
• 3.12 BMW
• 3.13 Borussia Dortmund
• 3.14 Breuninger
• 3.15 C&A
• 3.16 coop
• 3.17 DER CLUB Bertelsmann
• 3.18 Deutsche Post
• 3.19 Deutsche Telekom
• 3.20 Deutscher Caritas Verband
• 3.21 Die Bahn
• 3.22 DM Drogeriemarkt
• 3.23 Douglas
• 3.24 E.ON
• 3.25 eBay
• 3.26 EDEKA
• 3.27 E-Plus
• 3.28 Esso
• 3.29 Facebook
• 3.30 Ford
• 3.31 Formula 1
• 3.32 Frankfurter Allgemeine
• 3.33 Google
• 3.34 guenstiger.de
• 3.35 H&M
• 3.36 Hagebaumarkt
• 3.37 HappyDigits
• 3.38 Hornbach
• 3.39 Ihr Platz
• 3.40 IKEA
• 3.41 Kaiser' s Tengelmann
• 3.42 Karstadt
• 3.43 Kaufhof
• 3.44 Lidl
• 3.45 L' Tur
• 3.46 Lufthansa
• 3.47 Media Markt
• 3.48 Mercedes Benz
• 3.49 MTV
• 3.50 Neckermann
• 3.51 O2
• 3.52 Opel
• 3.53 OTTO
• 3.54 PAYBACK
• 3.55 Peek & Cloppenburg
• 3.56 Penny
• 3.57 Porsche
• 3.58 Quelle
• 3.59 Real
• 3.60 Renault
• 3.61 REWE
• 3.62 Rossmann
• 3.63 RWE
• 3.64 Ryanair
• 3.65 Saturn
• 3.66 Schlecker
• 3.67 Shell
• 3.68 Sony
• 3.69 Steigenberger Hotels
• 3.70 Stern
• 3.71 Tchibo
• 3.72 Thomas Cook
• 3.73 T-mobile
• 3.74 Toom
• 3.75 Toyota
• 3.76 TUI
• 3.77 Vodafone
• 3.78 Volkswagen
• 3.79 Welt
• 3.80 Yahoo!

GRAPHICS / TABLES

• List of 80 major organisations evaluated by the research
• Sample breakdown by age group, household income band and geographical location
• Ranking of 80 partner organisations by consumer relationships and awareness
• Ranking of 80 partner organisations by consumer relationships and awareness (continued)
• Implied number of actual, adult customers of 80 partner organisations
• Implied number of actual customers of 80 partner organisations (continued)
• Implied number of actual customers plotted against frequency of relationships of 80 partner organisations
• Ranking of 80 partner organisations by trust of all consumers
• Ranking of 80 partner organisations by trust of all consumers (continued)
• Implied number of actual customers plotted against score for trust across all consumers of 80 partner organisations
• Ranking of 80 partner organisations by trust of own customers
• Ranking of 80 partner organisations by trust of own customers (continued)
• Implied number of actual customers plotted against score for trust of actual customers of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase motor insurance
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase motor insurance (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase motor insurance
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase motor insurance (continued)
• Implied number of actual and viable customers for motor insurance of 80 partner organisations
• Implied number of actual and viable customers for motor insurance of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers motor insurance of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase household insurance
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase household insurance (continued)
• Results for actual customers
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase household insurance
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase household insurance (continued)
• Implied number of actual and viable customers for household insurance of 80 partner organisations
• Implied number of actual and viable customers for household insurance of 80 partner organisations continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers household insurance of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase travel insurance
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase travel insurance (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase travel insurance
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase travel insurance (continued)
• Implied number of actual and viable customers for travel insurance of 80 partner organisations
• Implied number of actual and viable customers for travel insurance of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for travel insurance of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase accident or health insurance
• Ranking of 80 partner organisations by actual and potential usage of all consumers to purchase accident or health insurance (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase accident or health insurance
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase accident or health insurance (continued)
• Implied number of actual and viable customers for accident and health insurance of 80 partner organisations
• Implied number of actual and viable customers for accident and health insurance of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for accident and health insurance of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all customers to purchase life insurance
• Ranking of 80 partner organisations by actual and potential usage of all customers to purchase life insurance (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase life insurance
• Ranking of 80 partner organisations by actual and potential usage of own customers to purchase life insurance (continued)
• Implied number of actual and viable customers for life insurance of 80 partner organisations
• Implied number of actual and viable customers for life insurance of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for life insurance of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out credit cards
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out credit cards (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out credit cards
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out credit cards (continued)
• Implied number of actual and viable customers for credit cards of 80 partner organisations
• Implied number of actual and viable customers for credit cards of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for credit cards of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out mortgages
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out mortgages (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out mortgages
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out mortgages (continued)
• Implied number of actual and viable customers for mortgages of 80 partner organisations
• Implied number of actual and viable customers for mortgages of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for mortgages of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out consumer finance or a personal loan
• Ranking of 80 partner organisations by actual and potential usage of all customers to take out consumer finance or a personal loan (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out consumer finance or a personal loan
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out consumer finance or a personal loan (continued)
• Implied number of actual and viable customers for consumer finance or a personal loan of 80 partner
• Implied number of actual and viable customers for consumer finance or a personal loan of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for consumer finance or a personal loan of 80 partner organisations
• Ranking of 80 partner organisations by actual and potential usage of all consumers to take out savings accounts
• Ranking of 80 partner organisations by actual and potential usage of all consumers to take out savings accounts (continued)
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out savings accounts
• Ranking of 80 partner organisations by actual and potential usage of own customers to take out savings accounts (continued)
• Implied number of actual and viable customers for savings accounts of 80 partner organisations
• Implied number of actual and viable customers for savings accounts of 80 partner organisations (continued)
• Implied number of actual customers plotted against percentage of these that are actual or viable customers for savings accounts of 80 partner organisations
• ADAC: consumer relationships with, trust of and willingness to use for taking out financial services
• Air Berlin: consumer relationships with, trust of and willingness to use for taking out financial services
• Aldi: consumer relationships with, trust of and willingness to use for taking out financial services
• Amazon: consumer relationships with, trust of and willingness to use for taking out financial services
• American Express: consumer relationships with, trust of and willingness to use for taking out financial services
• Apple: consumer relationships with, trust of and willingness to use for taking out financial services
• Aral: consumer relationships with, trust of and willingness to use for taking out financial services
• Audi: consumer relationships with, trust of and willingness to use for taking out financial services
• AvD: consumer relationships with, trust of and willingness to use for taking out financial services
• Bayern Munich: consumer relationships with, trust of and willingness to use for taking out financial services
• Bild Zeitung: consumer relationships with, trust of and willingness to use for taking out financial services
• BMW: consumer relationships with, trust of and willingness to use for taking out financial services
• Borussia Dortmund: consumer relationships with, trust of and willingness to use for taking out financial services
• Breuninger: consumer relationships with, trust of and willingness to use for taking out financial services
• C&A: consumer relationships with, trust of and willingness to use for taking out financial services
• coop: consumer relationships with, trust of and willingness to use for taking out financial services
• DER CLUB Bertelsmann: consumer relationships with, trust of and willingness to use for taking out financial services
• Deutsche Post: consumer relationships with, trust of and willingness to use for taking out financial services
• Deutsche Telekom: consumer relationships with, trust of and willingness to use for taking out financial services
• Deutscher Caritas Verband: consumer relationships with, trust of and willingness to use for taking out financial services
• Die Bahn: consumer relationships with, trust of and willingness to use for taking out financial services
• DM Drogeriemarkt: consumer relationships with, trust of and willingness to use for taking out financial services
• Douglas: consumer relationships with, trust of and willingness to use for taking out financial services
• E.ON: consumer relationships with, trust of and willingness to use for taking out financial services
• eBay: consumer relationships with, trust of and willingness to use for taking out financial services
• EDEKA: consumer relationships with, trust of and willingness to use for taking out financial services
• E-Plus: consumer relationships with, trust of and willingness to use for taking out financial services
• Esso: consumer relationships with, trust of and willingness to use for taking out financial services
• Facebook: consumer relationships with, trust of and willingness to use for taking out financial services
• Ford: consumer relationships with, trust of and willingness to use for taking out financial services
• Formula 1: consumer relationships with, trust of and willingness to use for taking out financial services
• Frankfurter Allgemeine: consumer relationships with, trust of and willingness to use for taking out financial services
• Google: consumer relationships with, trust of and willingness to use for taking out financial services
• guenstiger.de: consumer relationships with, trust of and willingness to use for taking out financial services
• H&M: consumer relationships with, trust of and willingness to use for taking out financial services
• Hagebaumarkt: consumer relationships with, trust of and willingness to use for taking out financial services
• HappyDigits: consumer relationships with, trust of and willingness to use for taking out financial services
• Hornbach: consumer relationships with, trust of and willingness to use for taking out financial services
• Ihr Platz: consumer relationships with, trust of and willingness to use for taking out financial services
• IKEA: consumer relationships with, trust of and willingness to use for taking out financial services
• Kaiser' s Tengelmann: consumer relationships with, trust of and willingness to use for taking out financial services
• Karstadt: consumer relationships with, trust of and willingness to use for taking out financial services
• Kaufhof: consumer relationships with, trust of and willingness to use for taking out financial services
• Lidl: consumer relationships with, trust of and willingness to use for taking out financial services
• L' Tur: consumer relationships with, trust of and willingness to use for taking out financial services
• Lufthansa: consumer relationships with, trust of and willingness to use for taking out financial services
• Media Markt: consumer relationships with, trust of and willingness to use for taking out financial services
• Mercedes Benz: consumer relationships with, trust of and willingness to use for taking out financial services
• MTV: consumer relationships with, trust of and willingness to use for taking out financial services
• Neckermann: consumer relationships with, trust of and willingness to use for taking out financial services
• O2: consumer relationships with, trust of and willingness to use for taking out financial services
• Opel: consumer relationships with, trust of and willingness to use for taking out financial services
• OTTO: consumer relationships with, trust of and willingness to use for taking out financial services
• PAYBACK: consumer relationships with, trust of and willingness to use for taking out financial services
• Peek & Cloppenburg: consumer relationships with, trust of and willingness to use for taking out financial services
• Penny: consumer relationships with, trust of and willingness to use for taking out financial services
• Porsche: consumer relationships with, trust of and willingness to use for taking out financial services
• Quelle: consumer relationships with, trust of and willingness to use for taking out financial services
• Real: consumer relationships with, trust of and willingness to use for taking out financial services
• Renault: consumer relationships with, trust of and willingness to use for taking out financial services
• REWE: consumer relationships with, trust of and willingness to use for taking out financial services
• Rossmann: consumer relationships with, trust of and willingness to use for taking out financial services
• RWE: consumer relationships with, trust of and willingness to use for taking out financial services
• Ryanair: consumer relationships with, trust of and willingness to use for taking out financial services
• Saturn: consumer relationships with, trust of and willingness to use for taking out financial services
• Schlecker: consumer relationships with, trust of and willingness to use for taking out financial services
• Shell: consumer relationships with, trust of and willingness to use for taking out financial services
• Sony: consumer relationships with, trust of and willingness to use for taking out financial services
• Steigenberger Hotels: consumer relationships with, trust of and willingness to use for taking out financial services
• Stern: consumer relationships with, trust of and willingness to use for taking out financial services
• Tchibo: consumer relationships with, trust of and willingness to use for taking out financial services
• Thomas Cook: consumer relationships with, trust of and willingness to use for taking out financial services
• T-mobile: consumer relationships with, trust of and willingness to use for taking out financial services
• Toom: consumer relationships with, trust of and willingness to use for taking out financial services
• Toyota: consumer relationships with, trust of and willingness to use for taking out financial services
• TUI: consumer relationships with, trust of and willingness to use for taking out financial services
• Vodafone: consumer relationships with, trust of and willingness to use for taking out financial services
• Volkswagen: consumer relationships with, trust of and willingness to use for taking out financial services
• Welt: consumer relationships with, trust of and willingness to use for taking out financial services
• Yahoo!: consumer relationships with, trust of and willingness to use for taking out financial services

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