Knowing that a company is stable and secure (stability) is the most likely reason why a consumer would recommend a savings, investments, pensions or an insurance provider. This was one of the findings of the latest wave of the Aviva "Consumer Attitudes to Savings" (CAS) survey.

1. Why do people
recommend insurance &
investment providers?
A Global perspective
40
34%
30
29%
28%
20
ANCE
26
%
ICE
RM
ERV
ERFO
10
RS
STABILITY
UCT P
FO
ION
S
ES
PROD
T
IN
UTA
0
TH
31
OR
REP
%
TW
SAVINGS &
US
INV
TR
EST
ME
NT
30
S
%
Y
I LIT ION
AB TAT
ST E PU
NTR
Y ME
PA
RE
30%
AIM
CL
INS
ICE
SERV
UR
FOR
ION
TAT
REPU
ANC
22%
E
R
DEALS FO OMERS
LOY AL CUST
Average figures across all 12 countries
Jan - March 2012

2. We already know that 26% of people buy insurance on a Knowing that a company is stable and secure (stability) is the
most likely reason why a consumer would recommend a savings,
recommendation of a friend, family or colleague* & investments, pensions or an insurance provider: 34% of consumers
74% tell others after a positive experience.** surveyed said it would prompt them to recommend a provider of savings, investments
and pensions whilst 31% said it would make them recommend an insurance
So, what makes a person recommend their company? provider.
Reputation for service is also seen as important for recommending
a provider: (28% for savings/investments and 30% for insurance). Other
Top reason / joint top reason important drivers of recommendation for savings and investments providers are
Insurance investment returns (product performance) (29%) and trustworthiness (26%). And
Savings & Investments for insurance providers, reputation for paying claims (30%), and rewarding
customer loyalty (22%) are considered the major catalysts for recommendation.
ND RUSSIA
POL A TUR
KE Y N.
Y AM
ITAL US ER
A IC
A
N
AI
A
SP
SI
A
CH
IN
A
E
A NC
FR
I ND
IA
D
AN
IREL
SI NG A
EUROPE
PORE ALL
UK
SAVINGS & INSURANCE
INVESTMENTS
well known
reputation for service
product performance
trustworthiness
stability
easy to deal with
reputation for service
claim repayment reputation
stability
deals for loyal customers
deals for loyal customers
stability
claim repayment reputation
reputation for service
easy to deal with
stability
trustworthiness
product performance
reputation for service
well known
Source:
Aviva Customer Attitudes
to Savings Survey, *Wave 4
2011, and **Wave 1 2010

3. About Aviva’s Consumer Attitudes to Savings survey
Consumer Attitudes to Savings has been conducted every year Savings and Investments
since 2004. From 2010, the survey has taken place three times
a year - in February, June and November - to assess consumer Which, if any, of the following would make you most
sentiment in Aviva’s key markets. A representative sample of likely to recommend a provider of savings, investments or
1,000 respondents is interviewed every wave in each country - pensions to your friends, family, or colleagues?
with the exception of China, where 2,000 adults are surveyed.
The research is conducted online in all markets except Russia, And which others would prompt you to recommend a
Turkey, China and India, where a combination of online and face- provider of savings, investments or pensions to your friends,
to-face methods is used. family, or colleagues?
Results have been weighted to represent an urban audience in Insurance
China, India, Russia and Singapore, and weighted to represent
a national audience in all other countries. The survey explores a Which, if any, of the following is most likely to make you
number of key themes associated with savings and investments, recommend a home, motor or life insurance provider to
and more generally with attitudes to risk, and sources of advice. your friends, family, or colleagues?
Fieldwork took place between January 20th and March 10th 2012.
And which others would prompt you to recommend a home,
motor or life insurance provider to your friends, family, or
colleagues?
For more information on this document, or for
general information on CAS, please contact:
Rob Hancock
Group Customer Insights Manager, Group Marketing MAY 2012
e: rob.hancock@aviva.com