消费者越来越看重信任和技术，新参与者抢走了大银行的份额
- 42% 的澳大利亚人不信任银行
- 300 万人希望更换金融机构
Sydney – October 1, 2025 - For decades, the ‘Big Four’ banks (Commonwealth, Westpac, ANZ, and NAB) have been the dominant players in Australia’s, but new data from Nielsen Consumer & Media View (CMV) shows that dominance is giving way to caution, heightened distrust, and a restless appetite for better deals, reshaping how Australians manage their money.
尼尔森的最新调查结果显示，42% 的澳大利亚人（950 万人）表示不信任主要银行，13% 的澳大利亚人（300 万人）正在积极考虑更换主要金融机构。
尽管如此，大型银行仍掌握着大多数家庭的金融关系，而挑战者品牌则在稳步开拓市场，如 ING，目前已占据 6% 的市场份额。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics said: “The battleground for consumer trust has never been more fiercely contested, with mobile banking now the primary branch. What’s changing just as quickly are the people behind those transactions. Nielsen CMV Persona Packs allow us to pinpoint which segments are shifting their loyalties and why, providing insights that can mean the difference between customer retention and churn.”
对 86% 的澳大利亚人来说，交易账户和储蓄账户仍然是最常用的金融工具，借记卡（61%）和在线储蓄账户（49%）紧随其后。即使是信用卡（37% 的人持有）也要谨慎对待，五分之一持有信用卡的澳大利亚人每月全额支付余额。
安全也是澳大利亚金融消费者优先考虑的问题，三分之二（1510 万）的人认为自己 "谨慎理财"，超过一半的人积极为未来储蓄。32%的人还在 "积极购物"，以获得最优惠的金融产品。
尼尔森的数据还显示，虽然澳大利亚人与银行的关系密切，但忠诚度是有条件的。移动银行的兴起改变了人们的期望，目前有 57% 的人使用移动银行。应用程序不再是服务渠道，而是金融服务的主要界面，这意味着故障、糟糕的设计或不透明的沟通会迅速削弱信任。
这种脆弱性为将金融服务融入日常生活的合作打开了大门，例如与超市巨头或汽车合作伙伴推出联名信用卡，提供杂货或燃油折扣。
Monique Perry, Managing Director of Nielsen Pacific added: “Banks need to think less about products in isolation and more about financial services as part of lifestyle ecosystems, which is what CMV and Advanced Audiences do best. From digital wallets to retailer-linked loyalty, Australians want their finances to be easier, safer, and better value.”
About Nielsen Consumer & Media View (CMV)
Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
关于尼尔森 CMV Persona Packs：按需消费者分析报告
Harnessing Nielsen’s advanced audience data capabilities via Consumer & Media View (CMV), Nielsen now provides comprehensive profiling and insights reports for any consumer segment you need to understand.
尼尔森角色包是解决您的市场挑战的更快捷方式。您只需确定目标受众，我们就会以近乎瞬时的速度向您的团队提供一份充满洞察力的报告。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
新闻联系人
丹-查普曼
dan.chapman@nielsen.com
+61 4040884
