February 9th, 2023, Fiona Robinson
Amid these turbulent times, consumers are seen to place higher importance on insurance and savings, followed by future proofing and money management
The global economy is facing significant challenges, as the remnant effects of Covid-19, supply chain disruptions and rising inflation rates are felt globally. New YouGov data indicates that consumers in Singapore are feeling the pinch, with over two in five saying their disposable income has fallen over the past year (42%). This compares to a fewer third who say their income has remained the same (32%) and is triple those who say their spending power had increased (17%).
When asked about their financial outlook for the year to come, similar proportions expect a fall in disposable income (40%), although slightly more express uncertainty (14% for next 12 months, versus 9% for past 12 months).
YouGov’s latest report, Financial Outlook 2023: Navigating the storm, uncovers who has been most affected by these ongoing crises, changes to consumer financial priorities, and how financial institutions can support the changing needs of different consumers. By understanding these, financial services marketers can gain a better understanding of consumer sentiment, behaviour, and attitudes around the evolving financial landscape.
The report additionally highlights what people in Singapore are doing with their money. Insurance and savings emerged as the most common financial activities in the last 12 months for two in five locally (43% for savings, 39% for health insurance) – with those aged 25–34 most likely to do both (59% for savings, 49% for health insurance). Life or critical illness insurance was the third most common activity (28%).
The next tier of activities comprises of a mix of future proofing and money management. Making investments into stocks and shares was done by a quarter of Singapore consumers (26%), and more among those aged 25–34 again (42%). One in six made regular payments on mortgage or home loans (17%) as part of money management.
At the same time, growing inflation, rising cost of energy, and higher interest rates are pushing consumers to take increasing measures to track, review and adapt their spending – changing the dynamics of how they manage their finances. Though three in ten Singapore adults (30%) state that they do not need help with managing their money, the situation is significantly different among young consumers. Over four-fifths of 18–24-year-olds (81%) and 25–34-year-olds (82%) report that they need some kind of assistance to manage their money better.
An understanding of how to use investments to grow their money is the top priority of those aged 18–34 (45% for 18–24, 47% for 25–34). This is followed by help in planning for future life events (44%), assessing finances and improving their financial situation (43%) and budgeting and tracking expenses (42%) for the younger group. Those aged 25–34 are of similar opinion, with the addition of learning how to better manage their money (40%) as the second most important avenue of help.
For more insights and analysis, download the full Financial Outlook 2023: Navigating the storm whitepaper here.
Methodology:
The insights in this report are drawn from a recent YouGov global survey on the future financial outlook, specifically, exploring the global outlook for household living standards, changes in disposable income, how consumers are dealing with and managing their finances as a result of the changes and how financial institutions can help and support.
Covering 18 global markets of more than 19,700 respondents, our survey results were further bolstered by connecting respondent level data to YouGov’s proprietary syndicated data solutions, Profiles, allowing us to merge our respondents and their answers to the 100,000s consumer attributes that we collect on an ongoing basis for audience segmentation and profiling. Our survey was fielded the week of 11th – 25th October 2022.
The YouGov panel provides a naturally accurate and representative view of the population. Data is adjusted using a mild weighting team using interlocking demographic characteristics—methodology considered advanced in the market research space.
Data for Singapore was based on a nationally representative sample (aged 18+) of 1,057 respondents.