Client case · Aplauz

Aplauz - Understanding Conscious Spending Across Five European Markets

Aplauz is prepaid digital credit that empowers people to make conscious spending. Aplauz vouchers can be bought online and at convenience stores and used to make online payments without any of the traditional online payment methods, or even using a bank account. It is ideal for those who don’t own a credit card or don’t want to disclose financial details to securely buy online while staying in control of their spending.

Client:

Aplauz
Expertise:

Consumer Insights
Market:

Payments & Fintech

Audience

Understand their target audience in Europe
Approach

Have effective campaigns with narrative building
Impact

Find out where a growth potential of its donors lies

The challenge

Understanding conscious spending

Aplauz's objective with the research was to understand consumers’ perceptions and attitudes toward prepaid payments and help them raise awareness about the phenomena of conscious spending in the marketplace.

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How can Aplauz understand consumers’ perceptions and attitudes toward prepaid payments and raise awareness about conscious spending in the marketplace?

Our Approach

Researching consumers’ online spending habits

Conduct a representative consumer survey

We developed a thought leadership report based on an in-depth analysis of a representative consumer survey interviewing consumers above 18 years old in five key European markets.
Profile conscious spenders’ concerns

The research gave Aplauz psychographic profiles of different conscious spenders’ concerns, including budget and spending consciousness or subscription fatigue, privacy consciousness and conscious parental control, focusing on parents with children still at home.
A better understanding of parents’ concerns

The research gave Aplauz psychographic profiles of different conscious spenders’ concerns, including budget and spending consciousness or subscription fatigue, privacy consciousness and conscious parental control, focusing on parents with children still at home.

The outcome

What the client gained

A better understanding of parents’ concerns

The insights of the research helped Aplauz understand further the concerns of parents. Of the parents surveyed, 71% would like to educate their children to spend in a safe way, 71% would like their children’s spending to be private and their personal data to be protected, 58% would like more control on their spending online, and 57% prefer prepaid ways of allowing them to spend online.
Growth potential among parents

The survey shows that a very large share of parents of children who are gaming wish they could give their children pocket money to spend online. When presented with Aplauz and the possibility of enabling their children to spend online in a safe and controlled way, 66% of the parents said they would be likely to use it.
Parent-Child app functionality

These insights gave Aplauz the inspiration to create its Parent-Child app functionality, providing parents with peace of mind while allowing their children to spend money online in a protected way.

71%

Of parents would like to educate their children to spend safely

The research helped Aplauz understand further the concerns of parents.

Of the parents surveyed, 71% would like to educate their children to spend in a safe way, 71% would like their children’s spending to be private and their personal data to be protected, 58% would like more control on their spending online, and 57% prefer prepaid ways of allowing them to spend online.

58% would like more control on their children’s spending online
57% prefer prepaid ways of allowing their children to spend online

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“The insights of the research have helped us understand further the concerns of parents. 71% of parents would like to educate their children to spend in a safe way.”

Delphine Bos

Chief Marketing Officer, Aplauz

In short

From data to campaign decisions

The insights of the Glocalities research helped Aplauz understand further the concerns of parents. These insights gave Aplauz the inspiration to create its Parent-Child app functionality, providing parents with peace of mind and allowing their children to spend money online in a protected way.

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