Banking service usage in Thailand
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A half of Thai banking service users intend to use credit cards. Find more at: http://www.di-onlinesurvey.com/
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Banking service usage in Thailand
- 1. September, 2015 STUDY ABOUT BANKING INDUSTRY IN THAILAIND BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK The survey was conducted to study about banking service usage of Thai Methodology: Online survey Fieldwork time: 11 days (15/08/2015 to 25/08/2015) Sample size: N = 485 Target respondent: Male/Female from 18 years old and above, use at least one banking service Geography: Nationwide
- 3. 2 KEY FINDINGS • Kasikornbank, Government Savings Bank and Bangkok Bank are most well-known banks • Kasikornbank is leader of banking industry in Thailand with 27% share • ATM network and TVC are the main sources of brand awareness • ATM and internet banking are services used the most frequent • Have many branches, salary payment through the bank and trusted bank are top 3 reasons for choosing the bank • 81% customer feel satisfied with their banks & 9% are loyal customers • Offer free ATM charge and lower service charge are things that bank can do the make customers feel more satisfied • 45% intend to use credit card service • Kasikornbank is the top chosen bank to register for credit card service
- 4. 3 VIETNAM VS. THAILAND • Most well-known brand: Vietcombank • Leader of market: Vietcombank • Main source of brand awareness: ATM network and payment counter • Key criteria for choosing a brand: trusted bank • ATM & internet banking are most used • 39% using internet banking • 30% using credit card • 80% intend to use credit card • Most well-known bank: Kasikornbank Leader of market: Kasikornbank • Main source of brand awareness: ATM network and TVC • Key criteria for choosing a bank: wide coverage • ATM & internet banking are most used • 42% using internet banking • 29% using credit card • 45% intend to use credit card
- 5. 4 What is your age group? N=485 DEMOGRAPHIC INFORMATION What is your gender? What is your current living place? What is your current occupation? 37% 18% 45% 18-25 26-30 Over 30 18% 82% Male Female 45% 55% Others Bangkok 11% 3% 3% 3% 7% 8% 23% 42% Others Housewife Job seeker/Retired Factory Worker Engineer/Doctor/Teacher Self-employed Student Office worker
- 6. 5 PART 1. AWARENESS & USAGE
- 7. 6 8% 59% 61% 63% 72% 85% 88% 90% 94% 94% 95% 95% 96% Others TISCO Bank Kiatnakin Bank CIMB THAI Bank UOB Bank Thanachart Bank TMB Bank Bank of Ayudhya Siam Commercial Bank Krung Thai Bank Bangkok Bank Government Savings Bank Kasikornbank Total 10% 64% 66% 69% 76% 85% 90% 91% 95% 95% 94% 94% 96% Bangkok 6% 52% 55% 56% 66% 86% 86% 88% 94% 94% 96% 96% 95% Others Which banks below are you aware of? N=485 KASIKORNBANK, GOVERNMENT SAVINGS BANK AND BANGKOK BANK ARE MOST WELL-KNOWN BANKS IN THAILAIND
- 8. 7 8% 59% 61% 63% 72% 85% 88% 90% 94% 94% 95% 95% 96% Others TISCO Bank Kiatnakin Bank CIMB THAI Bank UOB Bank Thanachart Bank TMB Bank Bank of Ayudhya Siam Commercial Bank Krung Thai Bank Bangkok Bank Government Savings Bank Kasikornbank Total 10% 49% 48% 54% 59% 83% 84% 88% 96% 93% 96% 96% 97% 18-25 5% 68% 71% 66% 76% 87% 91% 91% 94% 93% 94% 98% 95% 26-30 7% 63% 68% 70% 81% 87% 90% 91% 93% 95% 95% 94% 95% Over 30 Which bank below are you aware of? N=485 KASIKORNBANK, GOVERNMENT SAVINGS BANK AND BANGKOK BANK ALSO GAIN HIGHEST BRAND AWARENESS ACROSS ALL GROUPS
- 9. 8 How do you know those brand? N=485 ATM AND TVC ARE MAIN SOURCES OF BRAND AWARENESS 5% 20% 39% 40% 44% 45% 53% 70% 73% 84% Sales staff call and introduce the brand Others Online ads (website, forum,..) Facebook ads Friends/relatives introduce the bank See the brand at payment counter News paper/magazine ads Out door ads TV commercials See the brand at AMT on street Total 6% 22% 46% 45% 51% 50% 54% 69% 79% 88% 18-25 7% 17% 30% 32% 44% 44% 47% 67% 71% 83% 26-30 3% 19% 37% 39% 37% 42% 53% 73% 69% 81% Over 30
- 10. 9 Which bank below are you using its services the most? N=485 KASIKORNBANK, KRUNG THAI BANK AND SIAM COMMERCIAL BANK ARE LEADERS OF BANKING INDUSTRY IN THAILAND 0% 0% 1% 1% 4% 4% 5% 14% 21% 21% 27% Kiatnakin Bank TISCO Bank UOB Bank Thanachart Bank Government Savings Bank Bank of Ayudhya TMB Bank Bangkok Bank Siam Commercial Bank Krung Thai Bank Kasikornbank Total 0% 0% 0% 1% 3% 5% 5% 16% 23% 16% 29% Bangkok 0% 1% 1% 2% 6% 3% 5% 12% 18% 28% 25% Others
- 11. 10 Which bank below are you using its services the most? N=485 KASIKORNBANK, KRUNG THAI BANK AND SIAM COMMERCIAL BANK ARE USED THE MOST BY ALL AGE GROUPS 0% 0% 1% 1% 4% 4% 5% 14% 21% 21% 27% Kiatnakin Bank TISCO Bank UOB Bank Thanachart Bank Government Savings Bank Bank of Ayudhya TMB Bank Bangkok Bank Siam Commercial Bank Krung Thai Bank Kasikornbank Total 0% 0% 1% 0% 5% 3% 6% 13% 25% 21% 28% 18-25 0% 2% 0% 0% 5% 5% 1% 17% 20% 23% 28% 26-30 1% 0% 1% 3% 3% 5% 5% 15% 18% 21% 27% Over 30
- 12. 11 Which bank below are you using its services the most? N=485 KASIKORNBANK OWNS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN THAILAND 96% 95% 95% 94% 94% 90% 88% 85% 72% 63% 61% 59% 8% 27% 14% 4% 21% 21% 4% 5% 1% 1% 0% 0% 0% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage Which banks below are you aware of?
- 13. 12 Which bank below are you using its services the most? N=485 KASIKORNBANK, KRUNG THAI BANK AND SIAM COMMERCIAL BANK ARE PENETRATING BANKING INDUSTRY IN THAILAND Which banks below are you aware of? Kasikornbank Krung Thai Bank Siam Commercial Bank Bangkok Bank TMB Bank Bank of Ayudhya Government Savings Bank Thanachart Bank Usage Awareness
- 14. 13 Which banking services are you using? (MR) N=485 ATM, TRANSFER MONEY AND INTERNET BANKING ARE TOP 3 SERVICES WHICH ARE USED THE MOST 4% 5% 5% 10% 21% 29% 31% 32% 42% 57% 85% Unsecured loans Others Secured loans Installment Long term saving Credit card SMS banking Short term saving Internet banking Transfer money ATM Total 1% 7% 1% 3% 21% 13% 35% 27% 38% 64% 85% 18-25 2% 5% 6% 13% 21% 40% 38% 24% 60% 55% 90% 26-30 6% 4% 9% 14% 21% 38% 25% 39% 39% 52% 83% Over 30 26-30 age group uses credit card service the most
- 15. 14 N=485 Which banking service do you use the most frequent? 62% CUSTOMERS USE ATM SERVICE MOST FREQUENT, FOLLOWING BY INTERNET BANKING (14%) 2% 2% 2% 2% 2% 4% 5% 0% 5% 1% 7% 8% 6% 8% 5% 6% 7% 6% 2% 10% 14% 9% 18% 16% 62% 69% 59% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 ATM Internet banking Short term saving Transfer money Credit card SMS banking Long term saving Others
- 16. 15 Why do you choose to use the service of that bank? N=485 OVERALL, HAVE MANY BRANCHES, SALARY PAYMENT THROUGH THE BANK AND TRUSTED BANK ARE TOP REASONS 1% 3% 5% 7% 11% 12% 13% 13% 13% 14% 15% 23% 27% 27% 31% 39% 48% International bank Low loaning interest Others High saving interest Low service charge Good information security system Have many promotion Promotions Friends/relative recommend the bank to me Free ATM charge Nation wide ATM network Good service quality Simple procedure Good customer service Trusted bank Salary payment through that bank Bank have many branches Total
- 17. 16 2% 2% 8% 4% 10% 14% 17% 17% 8% 8% 22% 23% 32% 29% 34% 38% 56% International bank Low loaning interest Others High saving interest Low service charge Good information security system Have many promotion Promotions Friends/relative recommend the bank… Free ATM charge Nation wide ATM network Good service quality Simple procedure Good customer service Trusted bank Salary payment through that bank Bank have many branches Kasikornbank 0% 4% 6% 3% 13% 10% 3% 3% 13% 10% 13% 21% 15% 22% 27% 51% 40% International bank Low loaning interest Others High saving interest Low service charge Good information security system Have many promotion Promotions Friends/relative recommend the bank to… Free ATM charge Nation wide ATM network Good service quality Simple procedure Good customer service Trusted bank Salary payment through that bank Bank have many branches Krung Thai Bank Why do you choose to use the service of that bank? N=133 HAVE MANY BRANCHES, SALARY PAYMENT THROUGHT THAT BANK ARE REASONS FOR USING KASIKORNBANK AND KRUNG THAI BANK N=104
- 18. 17 0% 3% 2% 3% 4% 8% 13% 13% 16% 11% 18% 29% 28% 30% 33% 35% 60% International bank Low loaning interest Others High saving interest Low service charge Good information security system Have many promotion Promotions Friends/relative recommend the bank to… Free ATM charge Nation wide ATM network Good service quality Simple procedure Good customer service Trusted bank Salary payment through that bank Bank have many branches Siam Commercial Bank (SCB) Why do you choose to use the service of that bank? N=70 4% 1% 4% 4% 11% 17% 6% 6% 21% 14% 10% 19% 26% 21% 36% 41% 44% International bank Low loaning interest Others High saving interest Low service charge Good information security system Have many promotion Promotions Friends/relative recommend the bank to… Free ATM charge Nation wide ATM network Good service quality Simple procedure Good customer service Trusted bank Salary payment through that bank Bank have many branches Bangkok Bank HAVE MANY BRANCHES, SALARY PAYMENT THROUGHT THAT BANK ARE REASONS FOR USING SCB AND BANGKOK BANK N=100
- 19. 18 Overall, how do you feel with your current bank? N=485 OVERALL, 81% FEEL SATISFIED WITH THEIR CURRENT BANK Siam Commercial Bank gains highest top box customers’ satisfaction 18% 14% 17% 25% 24% 56% 58% 53% 54% 57% 25% 28% 28% 20% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Siam Commercial Bank Kasikornbank Krung Thai Bank Bangkok Bank Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
- 20. 19 3% 4% 1% 3% 3% 36% 40% 40% 35% 32% 27% 27% 27% 23% 30% 25% 18% 21% 32% 27% 9% 11% 10% 8% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Krung Thai Bank Bangkok Bank Kasikornbank Siam Commercial Bank This is the only bank that I use I will prioritize to use that bank I will continute use that bank but will try other banks in future I will use that brand in parallel with other banks I will switch to other banks What’s your usage intention toward your current bank in future? N=485 9% ARE LOYAL CUSTOMERS AND 1/4 WILL PRIORITIZE TO CHOOSE THEIR CURRENT BRANK Krung Thai Bank has highest loyal customers ratio
- 21. 20 19% 17% 21% 18% 28% 52% 53% 49% 56% 46% 26% 29% 26% 25% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Kasikornbank Bangkok Bank Siam Commercial Bank Krung Thai Bank Will recommend definitely Will recommend Either recommend or not Will not recommend Will not recommend definitely What’s your ability to introduce your current bank to others? N=485 78% ARE WILL TO RECOMMEND THEIR CURRENT BANK TO OTHERS
- 22. 21 What things that bank should improve to make you feel more satisfied? N=485 FREE ATM SERVICE CHARGE IS MOST IMPORTANT THING THAT BANK SHOULD OFFER TO MAKE THEIR CUSTOMERS FEEL HAPPIER 4% 6% 9% 13% 13% 16% 16% 18% 22% 24% 32% 36% 39% 64% None Others Support utilites payment Simplify loaning procudure Improving in staff's attitude Lower loaning interest ATM aways available Improving information security system Have more branches Expand ATM network Higher saving interest More promotions Lower service charge Free ATM charge Total
- 23. 22 What things that bank should improve to make you feel more satisfied? N=133 N=104 FREE OF ATM SERVICE CHARGE IS THE THING THAT CUSTOMERS DESIRE FOR BOTH KASIKORNBANK & KRUNG THAI BANK Customers also expect kasikornbank reduce its service fee Customers would like Krung Thai Bank offer higher saving interest rate 2% 5% 12% 11% 17% 12% 18% 19% 20% 20% 29% 39% 43% 69% None Others Support utilites payment Simplify loaning procudure Improving in staff's attitude Lower loaning interest ATM aways available Improving information security system Have more branches Expand ATM network Higher saving interest More promotions Lower service charge Free ATM charge Kasikornbank 3% 3% 6% 16% 11% 19% 14% 15% 18% 25% 35% 33% 33% 69% None Others Support utilites payment Simplify loaning procudure Improving in staff's attitude Lower loaning interest ATM aways available Improving information security system Have more branches Expand ATM network Higher saving interest More promotions Lower service charge Free ATM charge Krung Thai Bank
- 24. 23 What things that bank should improve to make you feel more satisfied? N=100 N=70 FREE ATM CHARGE AND REDUCE SERVICE FEE ARE THINGS THAT CUSTOMERS DESIRE FOR BOTH SCB & BANGKOK BANK 3% 6% 12% 14% 9% 18% 21% 19% 17% 20% 29% 41% 47% 70% None Others Support utilites payment Simplify loaning procudure Improving in staff's attitude Lower loaning interest ATM aways available Improving information security system Have more branches Expand ATM network Higher saving interest More promotions Lower service charge Free ATM charge Siam Commercial Bank (SCB) 4% 10% 3% 10% 9% 13% 17% 19% 29% 31% 27% 21% 40% 63% None Others Support utilites payment Simplify loaning procudure Improving in staff's attitude Lower loaning interest ATM aways available Improving information security system Have more branches Expand ATM network Higher saving interest More promotions Lower service charge Free ATM charge Bangkok Bank
- 25. 24 PART 2. INTERNET BANKING USAGE
- 26. 25 N=485 42% RESPONDENTS ARE USING INTERNET BANKING SERVICE 42% 58% Yes No Internet banking usage incidence
- 27. 26 If you use internet banking service, what activity do you use the most? N=205 TRANSFERRING MONEY (62%) AND SHOPPING ONLINE (18%) ARE MAIN PURPOSES FOR USING INTERNET BANKING 5% 3% 8% 5% 14% 21% 13% 9% 18% 22% 19% 13% 62% 53% 60% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Transfer money Shopping online Account balance check Utility payment Others
- 28. 27 If you don’t use internet banking service, what are reasons? N=280 DON’T HAVE DEMAND IS THE MAIN REASON FOR NOT USING INTERNET BANKING SERVICE 34% 34% 23% 36% 31% 20% 37% 39% 22% 24% 29% 19% 14% 15% 17% 11% 13% 10% 20% 13% 9% 14% 6% 6% 9% 8% 14% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Total 18-25 26-30 Over 30 I don’t have demand Don't trust information security system Complex register procedure High service charge Other I'm not aware of that service I don’t have internet
- 29. 28 PART 3. CREDIT CARD USAGE INTENTION
- 30. 29 N=485 29% RESPONDENTS ARE USING CREDIT CARD SERVICE 29% 71% Yes No Credit card usage incidence
- 31. 30 Do you want to have a credit card? (for those who don’t own a credit card) N=276 45% PEOPLE INTEND TO HAVE A CREDIT CARD 55% 52% 54% 61% 45% 48% 46% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 18-25 26-30 Over 30 Yes No
- 32. 31 If yes, what are criteria for choosing a bank to open credit card? N=123 PROMOTIONS AND VARIOUS PAYMENT METHODS ARE THE KEY CRITERIA FOR CHOOSING A BANK TO OPEN CREDIT CARD 2% 4% 11% 15% 15% 15% 16% 20% 27% 29% 41% 56% International bank Others Low annual fee Longer interest free period Bank have nationwide branches Good information security system High credit level Simple register procedure Accepted for payment internationally Trusted bank Various payment methods Have many promotions Total 1% 6% 9% 10% 18% 21% 15% 22% 32% 35% 40% 54% 18-25 0% 6% 0% 6% 6% 12% 12% 6% 18% 12% 35% 71% 26-30 3% 0% 21% 26% 16% 8% 21% 21% 21% 26% 45% 53% Over 30
- 33. 32 What bank do you prefer to register for credit card? N=123 PEOPLE PREFER TO REGISTER FOR A CREDIT CARD AT KASIKORNBANK THE MOST (34%) 4% 1% 1% 2% 2% 2% 4% 11% 11% 14% 15% 34% Others CIMB THAI Bank Government Savings Bank Thanachart Bank UOB Bank TISCO Bank TMB Bank Bangkok Bank Siam Commercial Bank Bank of Ayudhya Krung Thai Bank Kasikornbank Total 4% 0% 1% 0% 3% 3% 3% 9% 10% 16% 10% 39% 18-25 12% 0% 0% 0% 0% 0% 6% 6% 12% 18% 18% 29% 26-30 0% 3% 0% 5% 0% 3% 5% 16% 13% 8% 21% 26% Over 30
- 34. 33 What are purposes for using credit card? N=123 USE WHEN DON’T HAVE CASH IS THE MAIN PURPOSE FOR USING CREDIT CARD 54% 50% 53% 61% 51% 54% 76% 34% 36% 37% 35% 10% 15% 12% 0% 8% 12% 0% 5% 11% 10% 12% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total 18-25 26-30 Over 30 Use when don't have cash Offline Shopping Online shopping Use when go eating out International payment Others 26-30 year old group uses credit card for online shopping the most
- 35. 34 What are the reasons for don’t want to use credit card? N=153 DON’T HAVE DEMAND AND CAN NOT CONTROL SPENDING ARE MAIN REASONS FOR NOT USING CREDIT CARD 10% 1% 1% 5% 8% 9% 10% 17% 23% 34% 54% Others Short interest free period Limit in payment method I'm not aware of that service Can't prove my income Complex register procedure2 Don't trust information security system2 High annual fee High interest Can't not control spending I don't have demand Total 11% 1% 3% 7% 8% 5% 4% 19% 18% 38% 57% 18-25 10% 0% 0% 0% 15% 15% 10% 10% 35% 40% 50% 26-30 8% 0% 0% 3% 7% 12% 17% 17% 25% 27% 51% Over 30
- 36. 35 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 37. 36 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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