Public Financial Attitudes, Behaviors and Online Transactions in Leyte and Agusan del Norte

Transcription

1 Public Financial Attitudes, Behaviors and Online Transactions in Leyte and Agusan del Norte Study Report April 2017

2 Table of Contents List of Tables... 2 List of Figures... 2 I. Study Background and Objectives... 3 A. Why the study was done?... 3 B. How was the study done? Qualitative Phase Quantitative Phase Other Details of the Study... 4 II. Detailed Findings... 5 A. Getting to Know the Target Market Respondents Media Channel Online Behavior Topics of Interest When Going Online Going Online to Connect with People Financial Online Transactions Digital Habits... 7 B. Behavior and Views of the Market... 9 C. Financial Knowledge and Aspirations Top Worries Financial Practices Knowledge and Interest About Insurance Financial Products Insurance Penetration Insurance Penetration III. Way Forward A. Summary of Learnings Make the online community family-centric There is openness to insurance but there is a need to raise awareness B. Recommendations for the Online Community Tonality of the Online Community Content is a Balance of Learning and Interests Build Online Community as Part of their Habit Page 1 of 23

3 List of Tables Table 1 Other Details on Methodology of the Study... 4 Table 2 Topics of Interest When Online... 6 Table 3 Digital Access by Segment... 8 Table 4 Reasons for Not Shopping Online... 8 Table 5 Reasons for Not Shopping Online By Segment... 9 Table 6 Market Behaviors Online... 9 Table 7 Market Behaviors Online by Segment Table 8 Breakdown of Websites Visited Table 9 Online Group Membership Table 10 Top Worries Table 11 Quotes Reflecting Area-Specific Differences Table 12 Knowledge and Interest About Insurance Table 13 Financial Products in Leyte Table 14 Financial Products in Agusan Table 15 Financial Products by Segment Table 16 Financial Products by Segment Table 17 Insurance Providers Table 18 The Ideal Insurance List of Figures Figure 1 Age of Respondents 6 Figure 2 Sex of Respondents 6 Figure 3 Websites Frequently Accessed 10 Figure 4 Number of Policies Covered 17 Figure 5 Openness Towards Insurance Policy 17 Figure 6 Source of Information on Current Policies 19 Figure 7 Effectivity of Current Source of Information 19 Figure 8 Current Insurance Experience 19 Page 2 of 23

4 I. Study Background and Objectives A. Why the study was done? The current situation of microinsurance distribution in the Philippines is primarily through microfinance institutions and pawnshops. This limits the expansion and access to the full market of microinsurance. It further leads to the concentration of microinsurance access within a specific population segment in a similar location due to focused distribution channels (i.e. pawnshops). This creates unhealthy pooled risks. Expansion through new distribution channels is required to effectively and efficiently reach a wider pool of customers and spread protection in different market segments with a wider range of microinsurance products for the low-income sector. To further increase access to microinsurance and to build an effective microinsurance product, recurring studies that monitor consumer behavior and needs are required. Knowing your customer depends on the viability and effectiveness of the partner distribution channels and its monitoring system. Costs and time limitations on product selling stifle innovation and even the updating of product features. GIZ RFPI Asia engaged an external consulting firm to gather and process information on the background and characteristics of various online communities that will feed into the development of market-appropriate life and non-life products, which will be sold through an online platform. To be able to design a highly relevant online community for a specific target market an online community that can introduce to the target the concept and product of microinsurance, there is a NEED TO UNDERSTAND THE CURRENT MINDSET of the target when it comes to what is interesting and relevant to them and what are their main life motivations and there is a NEED TO DETERMINE THE CURRENT LIFESTLYE of the target when it comes to what do they do, what are their current priorities and their current knowledge on finances. B. How was the study done? This study was divided into two main methodologies, meant to complement each other and to present all the objectives set forth: Page 3 of 23

5 1. Qualitative Phase This phase is meant to look into the mindset of the individuals, the motivations that they have towards their current behavior and plans for the future. Eight (8) qualitative interviews split across segments (4 in Tacloban and 4 in Butuan). 2. Quantitative Phase This phase is meant to look into the behavior and current practices of the individuals. Number of respondents are N=150 for Leyte and N=150 for Agusan Del Norte. These were complemented further with additional 30 interviews among cooperative members, public school teachers and micro-insurance clients. 3. Other Details of the Study Table 1 shows additional information re the study. Table 1 Other Details on Methodology of the Study Parameters Details Dates of fieldwork April 6, 2017 to April 16, 2017 Fieldwork Areas Margin of Error Length of Interview Qualitative Interviews Respondent Criteria Leyte - Ormoc and Tacloban Agusan Del Norte Cabadbaran and Butuan Total Reading of Sample Size n=300 +/ Margin of Error, Confidence Level of 95% Reading by area n=150 +/ Margin of Error, Confidence Level of 95% Maximum of 1 hour Executed by Ipsos Research Director Males/Females //18 yrs old to 50 yrs old //SEC C1 and C2 //Decision maker for her/his own finances //Non-rejector for insurance products Reading the report Upper right portion of the slide will connote if the data is from the qualitative or from the quantitative phase Page 4 of 23

6 II. Detailed Findings A. Getting to Know the Target Market 1. Respondents Average age is at 32 years old. There is almost equal split between sexes, reflecting a good picture of the general working population. (See Fig 1 and 2) 27% 12% 30% 31% yrs old yrs old yrs old yrs old 37% Males 63% Females Figure 2 Age of Respondents Figure 1 Sex of Respondents 2. Media Channel The TV is always on but not always paid attention to. Most of them have noted that they keep their TV on at home but when asked what shows they actively watch or follow, there is a weak across respondents. As to other media channels, they use radio at daytime only and no one has subscribed to a newspaper. I only read newspapers when I go to other offices, or to banks, but I don t buy any no need for it. 3. Online Behavior Digital life is more breadth than depth. Page 5 of 23

7 Most go online because of what they need for work. A few goes online to get updated with current events. Everything can be done online, I can check on anything with my FB, even news I can get it from the FB wall. I also shop using Lazada We have DepEd tambayan, that s where you get all the updates on the new circulars or rules for school. They also provide reading materials or materials for teaching. For the lighter side of being online, most would say that they do a lot of things online and that there is no limit to what can be done online. I consider myself a millennial mom even if I am from Butuan, so I go online to look at what s on fad like fashion, what I can do for my kids in school and other things I get interested in. 4. Topics of Interest When Going Online Online covers any topic under the sun but when asked on which topics or interest do they search for online, most tend to answer the following: Table 2 Topics of Interest When Online Topic Motivation Details Travel Aspirational; plans for future travel * Airlines to check on promos * Blogs on new places to go (main source - Facebook articles) Fashion Aspirational but also for practicality * Fashion online is an equalizer for most since it provides a venue to look at what is aspirational for some * At the same time, online stores are more practical in price for some Current events To be updated, not lost in conversing with friends and officemates * Still coursed through Facebook * Some said they also trust Rappler for online news or ABS-CBN or GMA online Page 6 of 23

8 5. Going Online to Connect with People One strength of online is its ability to connect to people. Being online is important since it provides a RELIABLE and FREE venue to communicate with others, ie relatives and friends from other countries and potential network for work. Communicating online is mainly facilitated through Facebook Messenger or Skype. I talk to my sister in the US using FB messenger everyday, its free because of our WIFI at home. I get to talk to her about anything and update her of our parents here in Butuan. 6. Financial Online Transactions The only barrier for life online is security/trust. Even if they mention that you can do a lot of things online, there are still some issues that they are cautious of when online. Some purchased online but mainly for items with little value. Most do not buy online or do anything financial online because it will risk exposure of their money. My husband and I don t have a lot of money, banking online or payment online seems unsafe, there are a lot of news about accounts being deducted money. I cannot risk a single centavo to be lost. I buy online, Zalora or Lazada, but nothing expensive, usually 200 to 500 only, and always cash on delivery but I only did it once or twice I think, I still prefer to go shopping at the store. 7. Digital Habits 83% own a smartphone (84% in Leyte and 82% in Agusan). Nationwide smartphone penetration is at 30%, cutting across all socio-economic levels. This study excludes sectors A,B, D and E top and bottom of the pyramid and limited areas 73% have internet access (73% in Leyte and 76% in Agusan). Nationwide internet penetration is at 47%, cutting across all socio-economic levels. This study excludes sectors A,B, D and E top and bottom of the pyramid and limited areas 58% are online everyday (60% in Leyte and 59% in Agusan) 34% have tried to buy online (31% in Leyte and 37% in Agusan) Teachers are more exposed to both ownership of phones and digital access over the other segments (See Table 3 for Digital Access by Segment) Page 7 of 23

9 Table 3 Digital Access by Segment TOTAL MARKET COOPERATIVE MEMBERS PUBLIC SCHOOL TEACHERS AVAILER OF MICRO - INSURANCE Own a smartphone 83% 82% 89% 77% Have internet access 73% 71% 83% 66% Online everyday 58% 57% 65% 51% Tried to buy online 34% 34% 44% 25% Note: Light Green Skew for this segment 66% have not tried to buy online (69% in Leyte and 63% in Agusan). Trust issues tend to be the most prevalent reason for not shopping online, ie fear of getting duped in the actual purchase (transaction or product quality). (See Tables 4 and 5 for reasons for not shopping/buying online) Similarly, since teachers are more digitally exposed, they hold stronger opinion towards risks of doing digital purchases Table 4 Reasons for Not Shopping Online LEYTE AGUSAN I'm afraid of online/internet scam 26% 19% I'm not sure if the product has good quality 10% 13% I don't know how to use internet/computer/shop online 11% 14% Cannot see the items/products in person 11% 12% Better to buy in physical shops/ malls 14% 8% No budget/money 6% 14% I'm not interested to buy online 11% 8% Items might not arrive after paying the order 7% 6% Note the significant difference between the two areas Page 8 of 23

10 Table 5 Reasons for Not Shopping Online By Segment TOTAL MARKET COOPERATIVE MEMBERS PUBLICSCHOOL TEACHERS AVAILERS OF MICRO- INSURANCE I'm afraid of online/internet scam 23% 20% 30% 15% I'm not sure if the product has good quality 12% 13% 15% 10% I don't know how to use internet/computer/shop 13% 12% 14% 12% online Cannot see the items/products in person 12% 9% 17% 10% Better to buy in physical shops/ malls 11% 9% 13% 10% No budget/money 10% 15% 10% 8% I'm not interested to buy online 10% 9% 15% 8% Items might not arrive after paying the order 7% 7% 8% 7% Note: Light Green Skew for this segment B. Behavior and Views of the Market Qualitative findings reflect the market s behavior online with most are online for communication, entertainment and information. Significant difference on using online to communicate with friends/family for those who reside in Leyte (See Table 6) Table 6 Market Behaviors Online LEYTE (%) AGUSAN (%) To be updated on news on current events 84% 80% To catch up with my friends and family online 75% 64% To update my social media status 52% 56% To check my 52% 53% To browse content like videos, music, etc. 53% 52% To shop online 18% 19% Note: Significant difference between the two areas Page 9 of 23

11 Across all segments, being online is for information sourcing, though for teachers there is a skew for more social behavior and also for getting entertainment (videos, music, etc.) (See Tables 7 and 8 and Figure 3) Since risk of financial exposure is still an issue with them, it follows that financial activities are not yet strong online. Among the respondents, 13% claim that they are a member of any online group (See Table 9) Table 7 Market Behaviors Online by Segment TOTAL MARKET COOPERATIVE MEMBERS PUBLICSCHOOL TEACHERS AVAILERS OF MICRO- INSURANCE To be updated on news on current events 82% 81% 82% 81% To catch up with my friends and family online 70% 65% 80% 64% To update my social media status 54% 50% 60% 53% To check my 53% 54% 52% 52% To browse content like videos, music, etc. 53% 51% 59% 50% To shop online 19% 17% 21% 20% Note: Light Green Skew for this segment Website Types Frequently Accessed (%) 96% 83% 77% 74% 33% 7% SOCIAL MEDIA MEDIA STREAMING ACCOUNT NEWS AND CURRENT AFFAIRS ONLINE SHOPPING BANKING Figure 3 Websites Frequently Accessed Page 10 of 23

12 Table 8 Breakdown of Websites Visited Social Media Media Streaming Account News and Current Affairs Online Shopping Banking Facebook (96%) Youtube (12%) Gmail (67%) ABS-CBN News (57%) Lazada (30%) BDO online (4%) Instagram (15%) GMA News Online (33%) Zalora (8%) BPI (2%) Twitter (7%) Spotify (11%) Yahoo (37%) CNN Phils (23%) Inquirer.net (11%) Rappler (11%) OLX (6%) Metrobank (2%) Table 9 Online Group Membership LEYTE (%) AGUSAN (%) I was the one who set up/ started the group 13% - I asked to be a member 29% 44% I was invited by a member to join 58% 56% Significant difference against the other area It was a requirement that we register online but I never really did anything after the first register C. Financial Knowledge and Aspirations 1. Top Worries Family is the topmost priority. From this top priority, stems other priorities like taking care of their job/job security and maintaining their health, to other material priorities like owning a house or getting enough funds for their children s education/future Similar across areas, their own health and health of the family members are the top worries (see Table 10) Page 11 of 23

13 Table 10 Top Worries MAIN SAMPLE (%) LEYTE (%) AGUSAN (%) Sickness 90% 88% 91% Me and my family s health 79% 88% 70% Natural Calamities/ Disaster (like typhoon, floods, earthquake, landslide, 74% 72% 77% etc.) My child/children s education 58% 58% 60% Investments for the future 28% 33% 27% I just hope nobody gets sick, its okay not to get rich, what is important is that nobody gets a serious illness, that ll deplete us of all our savings. I have one college student and two in grade school, therefore we need to save so much more in the future. My husband and I are very careful when it comes to our finances. Area-specific findings include the following: To those residing in Tacloban, their mindset has been affected by Yolanda. They are more cautious and more spendthrift in their finances. To those residing in Butuan, plans for acquiring material items are more evident. These are their ways to measure their success in life. In terms of mindset, Tacloban residents are more conscious of their daily actions while those in Butuan are yearning for a more aspirational state Table 11 Quotes Reflecting Area-Specific Differences Quotes from Tacloban-based Respondents Actual money is more important than belongings Quotes from Butuan-based Respondents I told my husband, when are we going to enjoy the fruits of our savings, so we bought a very good car (Ford Everest) Everything can go away in the few hours, so material things are not important. In the I want to have our home, new car, good things for my family house, you don t need a lot of things You only have now, you re not guaranteed of I want my kids to finish their school tomorrow I want my kids to finish their schooling Page 12 of 23

14 2. Financial Practices They all want more guidance in how to handle money Finances are meant to pay for their current expenses/wants. There is none left for growth or savings Almost everyone has a way that they handle their finances. Most of them have developed their own ways of managing their finances. The main objective of money management for them are (a) they will have something to spend until the next salary and (b) they can pay their bills. Barrier to savings is the lack of current funds to save. Everything is allocated already. There are no extra funds for savings. I really want to save, but right now we can t, nothing is left from the money monthly We will save as soon as one of my college son finishes Conclusion: The best way to engage them is to guide them on their financial well-being. Lack of knowledge is the common theme across respondents. This is something all of them are interested in. 3. Knowledge and Interest About Insurance They are VAGUE on their knowledge and interest about insurances. (See Table 12) Page 13 of 23

15 Table 12 Knowledge and Interest About Insurance Parameters Sources of Awareness Level of knowledge Interest Barriers Details * From friend or officemates mostly * Some get their information from the banks where they have their loans or from financing/cooperatives *Very low or vague at best *They understand that they need to pay an amount annually or monthly and they can get coverage upon sickness or death *High appeal for the coverage on health or after death * Main barrier amount to pay monthly Its too high for me to pay this quarterly or annually, can I pay for it monthly? (deducted from my salary) Can I pay for it weekly? It has to be low per pay period I can only afford less than 1,000 or around 500 per month 4. Financial Products Financial products are more prevalent in Leyte than in Agusan, though also on over-all, there is a higher savings account penetration in Leyte than in Agusan. Agusan s strength (though still small) is there are more insurance holders there than in Leyte. (See Table 13, 14, 15 and 16) Page 14 of 23

16 Table 13 Financial Products in Leyte I have savings account in the bank 62% I have investments in Trust and 5% Mutual funds I have Savings account in a Coop 13% I have a time deposit account in the 5% bank I have a life insurance policy 10% I have a non-life insurance policy 4% I have insurance in a Coop 8% I have insurance in a MFI/ Micro- 4% Finance Institution I have Savings account in a MFI/ Micro- I have a combined life and non-life 3% 8% Finance Institution insurance policy I have investments in the Stock Market 2% NOTHING 12% Table 14 Financial Products in Agusan I have savings account in the bank 35% I have investments in Trust and Mutual funds 2% I have Savings account in a Coop 13% I have a time deposit account in the bank 3% I have a life insurance policy 13% I have a non-life insurance policy 10% I have insurance in a Coop 7% I have insurance in a MFI/ Micro-Finance Institution 5% I have Savings account in a MFI/ Micro- Finance Institution 5% I have a combined life and non-life insurance policy 1% I have investments in the Stock Market 1% NOTHING 34% Page 15 of 23

17 Table 15 Financial Products by Segment I have a savings account in the bank I have a savings account in a Coop TOTAL MARKET COOPERATIVE MEMBERS PUBLICSCHOOL TEACHERS AVAILERS OF MICRO- INSURANCE 49% 40% 51% 55% 13% 8% 15% 17% I have a life insurance policy 12% 9% 13% 15% I have an insurance in a Coop 9% 5% 12% 12% I have a savings account in a MFI/ Micro-Finance Institution 8% 5% 8% 12% Light Green Skew for this segment; No strong skews for other segments, except for microinsurance clients having a skew for savings account ownership Table 16 Financial Products by Segment I have investments in Trust and Mutual funds I have a time deposit account in the bank I have a non-life insurance policy I have insurance in a MFI/ Micro-Finance Institution I have a combined life and non-life insurance policy I have investments in the Stock Market TOTAL MARKET COOPERATIVE MEMBERS PUBLICSCHOOL TEACHERS AVAILERS OF MICRO- INSURANCE 20% 28% 14% 19% 9% 8% 10% 9% 9% 10% 6% 9% 7% 8% 7% 7% 5% 6% 7% 8% 4% 6% 6% 3% Light Green Skew for this segment; No strong skews for other segments, except for cooperative members who have slightly more mutual funds Page 16 of 23

18 5. Insurance Penetration 31% currently has an insurance policy (29% in Leyte and 34% in Agusan). See Figure 4 for number of policies owned. Majority of the sample are still non-insurance holders but most are open to getting an insurance. (See Fig 5) With only 3 out of 10 owning a policy, this is translated to 1 policy for most and highest ownership coming from Philam in Leyte and St. Peter s in Agusan (See Table 17) 1% 15% 3% NUMBER OF POLICIES 81% AND MORE Figure 4 Number of Policies Owned I am very open to getting an insurance policy in the future I am somewhat open to getting an insurance policy in the future Can't Say I am quite unopen to getting an insurance policy in the future I am very unopen to getting an insurance policy in the future 57% 22% 13% 6% 1% Figure 5 Openness Towards Insurance Policy Page 17 of 23

19 Table 17 Insurance Providers LEYTE (%) AGUSAN (%) Philam Life 16% Saint Peter Life Plan 16% Manulife 11% Standard Insurance 12% Saint Peter Life Plan 9% Axa 6% SSS / GSIS 5% Cebuana Lhuillier/Pawnshop 4% Axa 2% M Lhuillier/Pawnshop 2% BPI/MS 2% Aquila Insurance Corp. 2% Standard Insurance 2% Caritas Insurance 2% Palawan Pawnshop 2% Climbs Insurance 2% Cocolife 2% Fortune Life Insurance 2% BDO 2% Pru Life 2% IMG / International Marketing Group 2% Pami Insurance 2% SWLC / South Western Leyte College 2% ANTREA / Agusan Teacher Retires Employee Associations 2% Manulife 2% SSS / GSIS 2% BPI/MS 2% Palawan Pawnshop 2% Cocolife 2% 6. Insurance Penetration Though word of mouth is the highest source of awareness, the advantage of proper communications coming from the insurance agent is seen as highly effective. (See Figures 6 and 7) Over-all, there are no gross negatives when it comes to how they use and how they are serviced by their current insurance providers (See Fig 8) Page 18 of 23

20 From the coop 15% 21% From the insurance agent Word of Mouth 52% Figure 6 Source of Information on Current Policies WORD OF MOUTH 69% 24% 6% INSURANCE AGENT 85% 10% 5% FROM THE COOP 80% 20% 0% Very effective in convincing me to get the insurance policy Effective in convincing me to get the insurance policy Can't Say Figure 7 Effectivity of Current Source of Information Very Satisfied Satisfied Can't Say Dissatisfied Very Dissatisfied E a s e o f c o n t a c t i n g t h e f i n a n c i a l a d v i s o r E a s e o f c o n t a c t i n g t h e c u s t o m e r h o t l i n e E a s e o f p a y i n g p r e m i u m E a s e o f p o l i c y r e n e w a l C l a i m s p r o c e d u r e A f t e r s a l e s s e r v i c e s ( s e r v i c e a f t e r a v a i l i n g i n s u r a n c e p o l i c y ) 21% 48% 13% 4% 4% 10% 31% 28% 11% 10% 28% 52% 21% 46% 16% 31% 30% 47% 12% 4% 2% 20% 3% 2% 30% 7% 2% 14% 2% 2% Figure 8 Current Insurance Experience Page 19 of 23

21 Conclusion: A back to back tandem of life and non-life is what comprises an IDEAL POLICY while ensuring that it can be approved easily and payment terms can be flexible. (See Table 18) Table 18 The Ideal Insurance LEYTE (%) AGUSAN (%) With Life insurance 68% 78% Fast approval of application 52% 51% Flexible payment terms 48% 46% Fast deliver of policy 37% 48% Easy to fulfill requirements 35% 49% With money-back feature 34% 38% Highly recommended by family and friends 25% 27% With Investment 24% 27% Highly recommended by financial experts 15% 20% With Non-Life insurance 9% 25% III. Way Forward A. Summary of Learnings 1. Make the online community family-centric Most important is to remember their mindset when it comes to life priorities and finances. Root of all concerns is about their FAMILIES, with main worries coming from any illness or problem that might affect them or their family members, therefore the FAMILY IS THE CURRENT AND FUTURE PRIORITY for most of them. How will the online community stay relevant with this main priority? How can it be FAMILY CENTRIC? Page 20 of 23

22 2. There is openness to insurance but there is a need to raise awareness When it comes to finances, majority would only have a savings account and current insurance penetration is only at 31%. The good note though is that majority are open to availing of an insurance plan. Qualitatively probed, most are unsure of their current insurance details or insurances in general. Effective sources of awareness are currently limited to word of mouth and through insurance agents. If willingness is present but at the same time depth of knowledge is still lacking, how should communication materials be designed? Materials should be EASY TO UNDERSTAND. REMEMBER points of differentiation for the insurance product. B. Recommendations for the Online Community 1. Tonality of the Online Community Highly similar to their frequented sites Facebook and Youtube. Therefore allow for messaging between members and put in timely videos to watch The community needs to be linked to their Facebook presence (login through FB) 2. Content is a Balance of Learning and Interests Learning is more towards teaching them on handling their finances (before talking to them about insurances) this is a highly relevant topic for them Need to provide topics that are of interest or are aspirational to the target (travel, fashion etc) as it also entices better financial practices 3. Build Online Community as Part of their Habit Only a few are members of online communities and mainly they did not proactively do it and more importantly, after registration activity has been low Build practices that requires instant and constant presence at the community (either forced or not) Page 21 of 23

23 Published by: Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH Registered offices: Bonn and Eschborn, Germany Regulatory Framework Promotion of Pro-poor Insurance Markets in Asia (RFPI Asia) Insurance Commission Complex United Nations Avenue, Manila City Philippines T to 45 F As of April 2017 Design and Layout: Raquel Capio Photo credits/sources: GIZ/Raquel Capio Author Christine Rosel Editor Dr Antonis Malagardis Jimmy Loro Raquel Capio URL links: GIZ is responsible for the content of this publication. On behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) Page 22 of 23

24 Deutsche Gesellschaft für Internationale Zusammenarbeit Regulatory Framework Promotion of Pro-Poor Insurance Markets in Asia RFPI Asia Office, Insurance Commission 1071 UN Avenue, Ermita, Manila 1000 T: to 45 F: M: E: antonis.malagardis@giz.de I: Page 23 of 23