ユーティリティ業界におけるヤングファミリー市場

Introduction

Although new parents represent a small segment of the total population, it is a transitional phase in peoples' lives. Transitions mean altered needs, and new parents are receptive to offers of new products. Many new parents soon become home movers, and by tracking home movers, utilities improve their retention rates and develop durable relationships with consumers as they move up the value chain.

Scope of this report

• Explanation of the importance of targeting young families - a way of tracking home movers, and a way of targeting a segment with growth potential.
• Insight into the issues affecting young families - mastery of which can equal commercial success for a utility.
• Advice on tracking home movers - utilities can identify a sub-segment of families that will need to move house, and who therefore need to be watched.
• Advice on tracking home movers - utilities can identify a sub-segment of families that will need to move house, and who therefore need to be watched.

Research and analysis highlights

There is a lack of family specific targeting many parents did not even know what this would involve on the part of a utility. This has positive and negative consequences: there will be little competition for the utility that does target families, but they will not know what to expect.

Simplicity is crucial but this can mean sending a bill every quarter and not a whisper more, or it can mean continuing a deeper customer relationship, but doing so flawlessly.

Parents become more risk averse, and this can be used by utilities to sell more home insurance services. But many people are cynical about these services because the perceive them to be 'rip-offs'. Utilities either need to be clearer about the value of these services, or market the same services, but charge the market price on a per-use basis.

Key reasons to read this report

• Gain commercial advantage from an understanding of an important, segment of the customer base - one that has been overlooked by utilities so far.
• Improve the way that home insurance products are marketed to the people who are most likely to buy them.
• Discover simple ways to transform an existing product portfolio into a fresh tariff, by addressing the perceived needs of young families.

CHAPTER 1 EXECUTIVE SUMMARY

Introduction

Market context

Research methodology

Key findings

Consumer insight

Key findings

Targeting home movers

Key findings

Action points

CHAPTER 2 INTRODUCTION

Who is the target reader?

How to use this report

CHAPTER 3 MARKET CONTEXT

Introduction

Key findings

What is a young family?

Market size

CHAPTER 4 CONSUMER INSIGHT

Introduction

Key findings

Key factors influencing the market

The consumer trends

Take up rates of home insurance services

CHAPTER 5 TARGETING HOME MOVERS

Introduction

Key findings

Why does the home-mover matter?

The home-mover: a danger or an opportunity?

Tracking the home mover

Action points

CHAPTER 6 ACTION POINTS

Why should I care about young families - home moves

Targeting young families

Tracking young families

How to design a family tariff

CHAPTER 7 APPENDIX

Supplementary data

Research methodology

Do you need further information?

Energy writing team

How to contact experts in your industry

List of Tables

Table 1: Number of young families (with a single child under 2), 1996-2001, by country

Table 2: Percentage of households that are young families - it is under 2% in each country, so this is a small segment, but important nonetheless

Table 3: Reported likely take up rates for Electrical wiring insurance - in every country, people become more likely to buy the service when they become parents

Table 4: Reported likely take up rates for boiler and heating insurance - Spain is the only country where people are less likely to take the service after they have children

Table 5: Reported likely take up rates for plumbing and drainage insurance - again, the best time to target them is after the birth of the first child

Table 6: Estimates of profits from a ten-year customer relationship, 2002

Table 7: Number of children under 2, by country, 1996-2001

List of Figures

Figure 1: Single parents may live on below average income, but couples with one child are better off than the average

Figure 2: 3 stages for a new family - target them at the beginning, profit at the end