Top home loan advertisers revealed as Aussies reject the Big Four

Nielsen Ad Intel has reported its estimated spend in the home loan category in the period between September 2020 and August 2021, totaling $100 million.

Only two of the top five advertisers are part of the ‘Big Four’, with Macquarie Bank, Athena Mortgage, National Australia Bank, Suncorp-Metway and St George Bank making up the top five.

Based on current insights into the home loans market, Nielsen in partnership with DBM Consultants, also produced a consumer insights report into three home loan intender segments, who are considered “Big Four rejectors – those intending to purchase their own home, an investment property, as well as first home buyers”.

The report from Nielsen, developed using DBM Atlas Media Profiler, found that 355,000 Australians are in the market for an owner-occupier home loan, but no interested in going to the Big Four for a mortgage. Nielsen found that these are likely to be aged 25-39, part of young families with a household of three to four, degree qualified and in the higher median income bracket.

This grouping are also likely to be ‘content consumers’, those being podcasts, blogs or celebrity information, at a higher rate than the general population. They are also ‘culture lovers’, with preferences for art, performance, sport and staying fit.

In addition, online banking is the overwhelming preference for this cohort, being 2.9 times more likely to use web chat than the general population, and 1.6 times more likely to use social media for their banking and enquiries.

Further findings suggest they are more likely to consider using new financial solutions, being three times more likely to get a new, additional or replacement credit card in the next 12 months, 4.5 times more likely to take out a new, additional or replacement home loan in the next 12 months, and 88% more likely to use a buy now, pay later (BNPL) service than the general population, one in five having done so in the past four weeks.


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