Hong Kong Retail Banking Market Size, Share & Trends Analysis and Forecast 2021 – 2025

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The retail banking sector in Hong Kong has shown growth despite the recent impact of COVID-19. Residential mortgages and retail deposits recorded the highest compound annual growth rates (CAGRs) in the region, with the exception of China. Consumer credit lending showed a strong CAGR in personal loans, again only trailing the Chinese market. However, growth across credit cards was weaker as economic activity decreased due to the pandemic. The Hong Kong market has witnessed a triple threat over the last few years. Its economy entered a recession in 2017 as geopolitical forces such as the US-China trade war had effects on the territory. Domestic political instability compounded this uncertainty, and COVID-19 became the metaphorical cherry on top in 2020. The retail, tourism, hospitality, and transport sectors were all negatively impacted by the global decrease in travel as well as by regional travel bans and nationwide lockdowns. Overall, Hong Kong as a territory and a financial center has fared better during the pandemic than other markets – but a recent surge in cases has had significant effects on growth and recovery.

This report explores the key trends in the Hong Kong retail banking sector and offers insight into consumer preferences and changes in behavior regarding financial services providers. It also examines channel preferences and covers overall satisfaction and importance levels of the main banking attributes. In addition, the report analyzes cross-selling opportunities by looking at customer tenures and areas of dissatisfaction.

Scope

– There has been a 17 percentage point decline in preference for transaction/savings accounts from traditional providers in Hong Kong. However, alternative providers such as digital banks have not taken advantage of this shift.

– Use of digital channels in Hong Kong has historically been high but has accelerated in the past 18 months due to COVID-19. As a result, for almost all banks in Hong Kong, branch usage has fallen compared to pre-pandemic levels.

– The most opportune moment to cross-sell to consumers in Hong Kong is when they have been customers for five or more years. Before this point rates of cross-selling are low.

Reasons to Buy

– Understand and analyze Hong Kong’s mortgage, deposit, and lending market trends based on present and forecast growth up to 2025.

– Analyze data from our 2021 Financial Services Consumer Survey by looking at new consumer preferences and behaviors in the Hong Kong retail banking market.

– Identify critical data points for customer retention and future customer acquisition through three core areas in banking: financial services provider preference and movements, digital and alternative channel preferences, and cross-selling opportunities based on tenure and satisfaction levels.

HSBC
Standard Chartered
Bank of China
Mox Bank
ZA Bank
Hang Seng Bank
Citibank
Google
Apple
WeChat
DBS
ICBC
Bank of Communications
Public Bank
OCBC Wing Hang Bank
AEON Credit Services

Table of Contents

Table of Contents

1. Executive Summary

1.1 Positive CAGR growth is expected across all product areas, although consumer credit growth is slowing

1.2 The preference for services from incumbents has decreased, and Hong Kong banks needs to deliver competitive prices

2. Key Facts: Hong Kong

3. Market Environment

3.1 Residential mortgages

3.2 Retail deposits

3.3 Credit cards

3.4 Personal loans

4. Macroeconomic Environment

4.1 GDP and unemployment

5. Competitor Environment

5.1 Retail deposits

5.2 Residential mortgages

5.3 Credit cards

5.4 Personal loans

5.5 COVID-19 has increased costs for leading incumbents in Hong Kong and across the region

6. Hong Kong Survey Insights

6.1 Preferences are beginning to shift away from incumbents towards digital wallet providers

6.2 Banks in Hong Kong have prioritized the attributes of service that customers rank as most important

6.3 Banks need to prioritize perfecting the basic user experience

6.4 Banks in Hong Kong can increase revenues by offering digital mortgage applications

6.5 Cross-selling is correlated with high rates of customer satisfaction and tenures of five years and above

6.6 The longer the tenure, the better the opportunity to cross-sell products

7. Disruptors

7.1 Mox Bank

7.2 ZA Bank

7.3 Airstar Bank

8. Appendix

8.1 Abbreviations and acronyms

8.2 Methodology

8.3 Further reading

About GlobalData

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Figures

List of Figures

Figure 1: Residential mortgage and retail deposit balances have increased year on year since 2010

Figure 2: Consumer credit balances have grown at varying rates since 2010, with personal loan growth far exceeding that of credit card balances

Figure 3: Hong Kong product growth over 2021-25 will generally be stronger than other Asia Pacific markets, with the exception of China

Figure 4: Growth rates are set to increase in 2021 as vaccination programs allow for reopening and recovery

Figure 5: Wage growth has been experiencing a downward trend in Hong Kong since 2013, in line with inflation

Figure 6: With the exception of Standard Chartered, quarterly deposits market shares show minimal change over the review period

Figure 7: Mortgage market shares are forecast to increase post-pandemic as consumer sentiment rebounds

Figure 8: Incumbents’ market shares have declined in the credit card space

Figure 9: Personal loans market share has generally decreased for incumbents over the review period

Figure 10: Cost/income ratios for Hong Kong banks have generally increased since 2015

Figure 11: Preference for digital-only banks and digital wallets has grown in Hong Kong over 2020-21

Figure 12: A decline in preference for traditional providers has been seen across markets in Asia Pacific

Figure 13: The preference for transaction/savings accounts from incumbents has declined across all age groups

Figure 14: A history of good service, better overall levels of service, and distrust of alternative providers are the key reasons for choosing traditional providers

Figure 15: Better rates and rewards is the top reason for preferring alternative providers across all age groups

Figure 16: Better rates and rewards are a major driver among individuals who prefer digital banks, digital wallet providers, and big tech companies

Figure 17: On average, having their card details stolen online is the main way customers expect to be a victim of fraud

Figure 18: Satisfaction scores show that banks in Hong Kong have prioritized the attributes that matter most to customers

Figure 19: Customers who never use branch services and those who use services on a daily/weekly basis value improvements related to an omnichannel experience

Figure 20: When applying for a mortgage, preference for branch services is significantly higher than any other channel across Asia Pacific

Figure 21: 69% of 18-24 year olds in Hong Kong have been with their main banking provider less than five years, suggesting those who hold accounts as children tend to switch more than in comparable markets

Figure 22: A tenure of five years and above is when customers are most receptive to cross-selling

Figure 23: Higher rates of cross-selling are correlated with higher rates of satisfaction across all attributes

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