List of Tables
Table 1: Trust in banking industry and average amount saved* 44
Table 2: Average likelihood of future activity by trust in the entire banking industry 44
Table 3: Average likelihood of future activity by perceptions of recession* 45
Table 4: Average likelihood of future activity by changes in household finances 45
Table 5: Level of concern in saving and investment before economic conditions worsened 46
Table 6: Average current level of concern in savings and investment 47
Table 7: Average amount saved in frequency and value, by country 48
Table 8: Frequency of saving by country 49
Table 9: Average level of trust in primary bank and banking industry and average amount saved US$* 50
Table 10: Average level of trust in primary bank and banking industry and difference in trust levels 51
Table 11: Level of loss of trust in banking due to the credit crunch by country 52
Table 12: Average level of trust in primary bank and banking industry and share of non-savers 53
Table 13: Savings and investment share by type of institution 53
Table 14: Share of savers with type of savings and investment product* 54
Table 15: Level of trust in banking industry by type of financial institution 54
Table 16: Average likelihood of future actions over next six months by type of financial institution* 55
Table 17: Level of trust in banking industry by type of savings and investment product 56
Table 18: Average likelihood of future actions over next six months by type of financial institution 57
List of Figures
Figure 1: The Datamonitor Trust Process 6
Figure 2: Increased trust helps to build up customer acquisition/retention and improve performance 8
Figure 3: Customers queuing outside Northern Rock as they lose their trust in the bank's business model 11
Figure 4: Consumers globally feel that government and businesses share responsibility for the crisis 12
Figure 5: 53% of consumers globally feel that government should be held most responsible for solving the financial credit crisis 13
Figure 6: 64% of Indonesian consumers believe government and regulators are most responsible for solving the financial credit crisis. 14
Figure 7: Trust and savings are strongly related 17
Figure 8: Higher trust in the banking industry leads to an increase in saving and investing 18
Figure 9: Recessionary fears lead to a lower likelihood of future savings 19
Figure 10: Household finances are the strongest driver of savings and investment activity 20
Figure 11: The downturn has shifted focus from long-term investment to short-term savings 22
Figure 12: Savings activity shows strong variations by country, by frequency and by value 24
Figure 13: China, India, and Singapore are the most regular savers 25
Figure 14: Regions with high levels of trust in banking have higher savings 26
Figure 15: Western regions have the lowest levels of trust in the banking industry 28
Figure 16: The UK and US have lost the most trust in the banking industry due to the downturn 29
Figure 17: Higher levels of trust lead to higher levels of saving by region 30
Figure 18: Banks are the dominant player in S&I activity with a 56% market share 31
Figure 19: 41.1% of savers hold instant access savings accounts 32
Figure 20: Building society consumers and those unsure of their situation have the lowest trust in the banking industry 33
Figure 21: More complex institutions are likely to see a minor increase in activity in the near term 34
Figure 22: Consumers with complex savings products have higher levels of trust 35
Figure 23: Consumers with offshore savings accounts will be the most active in the next six months 36
Figure 24: Visibility as a historic or familiar brand can help improve trust as consumers seek security 38
Figure 25: Positive imagery that admits past problems can quickly change consumer attitudes 39
Figure 26: Financial institutions should become involved with programs such as mymoney.gov 42
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