澳大利亚人还没有准备好从传统银行行为过渡到新银行的全新移动体验。虽然每两名澳大利亚人中就有一人表示愿意将目前的主要金融机构转为新银行，但要改变澳大利亚的金融文化和金融知识，还有很多工作要做。传统银行和数字银行的数字产品是推动这一领域积极转变的核心。我们预测，新银行的知名度将因此而提高，但目前它们仍在确立自己的市场地位。新银行需要不断建立自己的品牌资产，才能成为澳大利亚消费者金融投资组合中的一个考虑因素。
One of the biggest challenges facing traditional banks is dissatisfaction. With over 3.1 million Australians expressing dissatisfaction with their major financial institution over the past 12 months, it is critical for financial institutions to address their disengaged and unhappy customers. When you overlay the marketing and brand attributes of traditional banking compared to the actual experiences, it becomes apparent there is a huge promise gap between what the customer expects and what is being delivered. If this is not addressed quickly enough, it creates opportunities for digital banks to target these potential customers.
Consumer dissatisfaction with banks is up 3% since last year – higher among those who bank with ‘the big four’ (+6%). With mixed media coverage of the Banking Royal Commission as well as open banking and new market competition, it is now easier for consumers to find another institution that can better cater to how they want to bank. Right now, the number of Australians looking to change their main financial institution in the next six months sits at 12% (2.5 million Australians), which is 9% higher than a year ago (2.19 million).
250 万澳大利亚人希望在未来六个月内更换主要金融机构
目前对新银行的认识
虽然新型银行在澳大利亚规模较小，但其知名度却在不断提高。在听说过新银行的澳大利亚消费者中，46% 的人能够回忆起一个品牌名称，其中新佳是最知名的品牌，与其他品牌相比，消费者对其认知度为 19%。
然而，如果我们看一下未经提示的新银行品牌认知度，则会发现排名第一的是伏特银行（27%）、Xinja（26%）和 Q Pay（24%）。
Neobanks are still relatively new to Australia. Given the fluctuating conditions in the financial services sector over the past two years, the Australian market is ripe for neobanks’ success. While this all sounds like a dark cloud cast over traditional banking, we have yet to see how many people will actually put their money where their mouth is and switch their main financial institution to a neobank.
