CONSUMERS&BRANDSBanks:

ASN

Bank

customers

inthe

NetherlandsConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofASNBank

customers

inthe

Netherlands:who

theyare;

what

theylike;

what

they

think;

andhowtoreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

ASNBankcustomers

inthe

Netherlands(’’brandusers’’)

againstDutch

bankingcustomers

ingeneral

(’’category

users’’),

and

theoverall

Dutchonliner,

labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

theNetherlands)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

3%,

ASNBank

is

one

of

the

top

5

banks

in

the

NetherlandsManagement

summary:

brandusageand

competitionTop10

most

used

banksintheNetherlandsINGRabobank32%26%ABN

AMRO21%SNSBank5%ASNBank3%2%DHBBankRegioBank2%2%Achmea

BankBNGBank

Nederlandse

GemeentenNationale-Nederlanden

Bank2%1%4Notes:"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=2033,

banking

customersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

banking

customers

using

ASN

Bank

grew

by1

percentage

pointsince

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

banking

customers

using

ASNBank3%3%3%3%3%2%2%2%2%2%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=37-

65

ASNBank

customers,

n=2027

-

2088

banking

customersConsumer

Insights

Global

as

of

August

2023Sources:ASN

Bank

customers

in

the

NetherlandsManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsASNBankis

more

popularamongGeneration

Xthanother

banks.Anhonest

and

respectable

lifeis

lessimportant

to

ASNBank

customers

thantootherbankingcustomers.Itstands

out

that33%

ofASNBankcustomers

could

imaginedoing

theirfinancesexclusively

viasmartphone.ASNBankcustomers

accesstheinternetviaalaptopless

often

thantheaveragebanking

customer.ASNBankis

more

popularamong

malebanking

customers

than

female

banking

Artsandliterature

arerelatively54%

ofASNBank

customers

areintheearly

majority

ofinnovation

adoptertypes.ASNBankcustomers

tendtocommenton

postsmore

often

than

other

bankingcustomers.customers.prevalent

interests

of

ASNBankcustomers.ASNBankhasalarger

share

ofcustomers

with

alow

income

thanother

Board

or

card

gamesare

relatively33%

ofASNBank

customers

think

thatASNBankcustomers

remember

seeingbanks.popularhobbiesamong

ASNBankcustomers.rising

prices,

inflation&cost

of

livingare

adsinvideo

portalslessoften

thanissues

thatneed

tobeaddressed.

other

banking

customers.ASNBankcustomers

aremore

likely

toliveinmedium-sized

towns

thanbanking

customers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+ASN

Bank

ismore

popular

among

Generation

X

than

other

banksDemographic

profile:

generationsAgeof

consumersintheNetherlandsBrand

users21%21%21%22%40%17%Category

usersAllrespondents31%31%33%34%15%15%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=63,

ASNBank

customers,n=2033,

banking

customers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023ASN

Bank

ismore

popular

among

male

banking

customers

than

female

bankingcustomersDemographic

profile:

genderGenderofconsumersintheNetherlandsBrand

users59%41%Category

usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023A

relatively

high

share

ofASN

Bank

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationintheNetherlands35%34%33%27%26%21%19%18%17%12%

12%10%8%5%5%4%3%3%

3%3%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

has

a

larger

share

of

customers

with

a

low

income

than

other

banksDemographic

profile:

incomeShare

ofconsumersintheNetherlandsinthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users35%26%40%Category

usersAllrespondents33%33%34%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarilyuse?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

banking

customers,

ASN

Bank

customers

are

relatively

likelyto

live

in

a

couple

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersintheNetherlandslive49%30%29%27%26%21%20%19%14%10%10%9%

9%8%8%3%3%2%

1%Multi-2%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOthergenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASNBank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

are

more

likely

to

live

in

medium-sized

towns

than

bankingcustomers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveintheNetherlands43%33%33%32%32%30%25%23%16%12%11%11%Rural

communitySmall

townMedium-sized

townLarge

cityBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:

n=63,

ASNBank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

20233%

of

ASN

Bank

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersintheNetherlandsBrand

users3%95%86%85%2%Category

usersAllrespondents8%7%8%7%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

ASN

Bank

customers

than

toother

banking

customersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersintheNetherlands51%51%52%54%51%50%37%38%39%38%34%37%36%34%29%25%

21%21%22%21%22%21%21%19%12%13%11%14%13%12%AhappyrelationshipHavingagood

timeSafety

andsecurityMaking

myown

decisions

respectable

lifeAnhonest

andLearningnew

thingsSocial

justice

TobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=63,

ASNBankcustomers,n=2033,

banking

customers,

n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023Arts

andliterature

are

relatively

prevalent

interests

of

ASN

Bank

customersConsumer

lifestyle:

main

interestsTop10

interestsofASNBankcustomers

intheNetherlands45%44%44%

44%41%40%33%33%32%32%

32%30%25%29%23%27%25%25%24%25%24%23%22%21%21%19%18%17%16%15%Movies,TVshows&musicTravelFood

&diningArts&literaturePolitics&societyandcurrentworld

eventsFinance&economyHome

&gardenCareer

&educationHealth

&fitnessFamily

&parentingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bankcustomers,

n=2033,

banking

customers,n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

2023Board

or

card

gamesare

relatively

popular

hobbies

among

ASNBankcustomersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofASNBankcustomers

inthe

Netherlands35%35%35%34%34%

34%31%29%28%29%30%28%27%30%29%29%28%27%25%25%24%24%23%21%

21%21%17%19%19%17%PetsReadingSocializingTravelingCooking/bakingOutdooractivitiesBoard

games/cardgamesVideo

gamingDIYandarts&craftsGardeningandplantsBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

allrespondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

are

more

likely

to

do

yoga

or

pilates

than

other

bankingcustomersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofASNBank

customersintheNetherlands16%12%13%14%14%13%13%8%8%8%7%

7%6%6%6%5%5%5%4%

4%4%3%3%3%2%2%2%

2%

2%2%Yoga

/PilatesHikingRunning/JoggingFitness,aerobics,cardioDancingBaseball/SoftballBasketballSwimming/DivingAmericanFootball

/FlagFootballBadmintonBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=22,

ASNBank

customers,n=754,

banking

customers,n=4550,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

large

share

ofASN

Bank

customers

follow

motorsports

races

andcompetitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

byASNBankcustomers

intheNetherlands21%21%11%9%9%8%6%6%

6%6%5%5%

5%4%

4%4%4%3%3%3%2%2%2%2%2%2%2%2%1%1%SoccerMotorsportsBoxingAthleticsCyclingTennisBasketballCricketField

hockeyGolf(track&field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=11,

ASN

Bank

customers,n=612,

bankingcustomers,n=3704,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

personal

finances?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

33%

of

ASN

Bank

customers

could

imagine

doing

theirfinances

exclusively

via

smartphoneConsumer

attitudes:financeAgreementwithstatements

towards

financeintheNetherlands56%55%

55%33%26%

26%19%16%

16%

16%Icould

savealot

of14%14%

14%11%

11%I’mwell

informedaboutmy

personalfinancialsituationIcould

imaginedealingwith

my

financialtransactionsexclusively

account

administration

from

afinance

expertIftheservice

is

good,Icould

imaginegettingI’mhappy

topayformoney

ifItook

advice

allmy

financialservicesfrom

atechcompanyviamy

smartphoneandtransactions(e.g.,on

taxes,bankandinsuranceissues)suchasGoogle

or

AppleBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=2033,

all

respondentsConsumer

Insights

Global

as

of

August

202354%

ofASN

Bank

customers

are

in

the

early

majority

of

innovation

adoptertypesConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinthe

Netherlands54%42%40%30%28%27%23%

23%13%9%7%3%0%0%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=63,

ASNBank

customers,n=2033,banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202333%

ofASN

Bank

customers

think

that

rising

prices,

inflation

&

cost

of

living

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

theNetherlandsaccordingtoASNBank

customers50%48%46%

46%41%39%38%37%29%33%32%27%25%30%30%29%29%29%29%28%21%25%24%24%19%19%21%21%20%19%Rising

prices

Climatechange/inflation/HousingEnvironmentHealth

andsocial

securityPovertyUnifyingthecountryCrimeCivilrightsEducationcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=63,ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

tend

to

have

moreleft

leaning

political

views

than

otherbanking

customersConsumer

attitudes:politicsPolitical

attitudes

ofconsumersintheNetherlandsBrand

users29%24%40%8%Category

usersAllrespondents21%20%31%32%32%32%17%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"At

which

ofthese

banks

is

the

account

heldthat

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

banking

customers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsASN

Bank

customers

access

the

internet

via

a

laptop

less

often

than

the

averagebanking

customerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinthe

Netherlandsuse

regularly

toaccesstheinternet87%

87%84%75%71%63%49%48%48%47%46%44%41%41%38%27%27%

27%26%

25%23%

23%24%19%16%13%

12%SmartphoneLaptopSmart

TVDesktop

PCBrand

usersTabletSmartwatchStreaming

device

Gaming

console

Smart

speakersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;Base:n=63,

ASN

Bank

customers,n=2033,

bankingcustomers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

tend

to

comment

on

posts

more

often

than

other

bankingcustomersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesintheNetherlandsbytype52%47%45%39%

38%39%

40%35%39%38%33%37%37%

37%20%23%25%20%

21%20%19%24%22%21%21%

21%16%11%12%10%13%12%11%8%7%0%Commented

Sentprivateon

posts

messagesFollowedpeopleLiked

postsbyotherusersPostedpictures/videosFollowedcompaniesPosted

texts/statusLikedcompanypostsSharedpostsbyother

usersSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=63,

ASNBank

customers,n=2033,

bankingcustomers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

tend

to

read

daily

newspapers

more

often

than

bankingcustomers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersintheNetherlandshavebeenusing

inthe

past

4weeks77%77%75%70%67%

60%62%62%61%51%50%

46%50%40%47%38%44%43%39%32%

32%20%29%29%

29%28%27%20%20%19%13%

15%10%RadioTVDigitalvideo

Onlinenewscontent

websitesMovies

/cinemaDailynewspapersDigitalmusiccontentPodcastsMagazinesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"At

which

ofthese

banks

is

the

account

held

that

you

primarily

use?";Single

Pick;Base:

n=63,

ASNBank

customers,n=2033,

banking

customers,n=12161,all

respondentsConsumer

Insights

Global

as

of

August

2023ASN

Bank

customers

remember

seeing

ads

in

video

portals

less

often

thanother

banking

customersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereASNBankcustomers

intheNetherlandshavecome

across

digital

advertisinginthepast4weeks35%35%38%36%36%36%36%34%27%

27%25%

26%25%20%19%21%24%23%

23%22%22%21%21%21%18%17%19%17%16%

16%Search

engines

Social

mediaVideo

portalsEditorialwebsitesandappsVideo

gamesNewslettersOnlinestoresWebsitesandappsof

brandsVideo

streamingservicesOtherappsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

youprimarily

use?";Single

Pick;

Base:

n=63,

ASNBank

customers,n=2033,

bankingcustomers,n=12161,

all

respondentsConsumer

Insights

Global

as

of

August

202337%

ofASN

Bank

customers

remember

advertising

they

heard

on

the

radioMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinthe

Netherlandshavecome

across

non-digital

advertisinginthepast4weeks39%38%38%37%31%32%

32%30%30%29%29%22%29%

29%27%21%

21%24%16%

16%23%22%20%19%OnTVOntheradioDirectly

inthestoreBy

mailshot

/

OnadvertisingInprintedmagazinesandjournalsAtthemovies/cinemaInprinteddailynewspapersadvertisingmailspaceson

the

goBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"At

which

ofthese

banks

is

the

account

held

that

you