Banking Potential

Banking potentials portray potential market on the census district level, which is the smallest statistical territorial unit. The calculation model comprises two important elements. Firstly, it provides the entire market size for a particular banking product in Austria; secondly, the market is dispersed across 8.800 census districts, according to their demographic structure for person-related products. Banking potentials enable product-based targeted assessment of the market in a particular area. They provide foundation for calculation of a turnover potential in a specific catchment area, facilitate calculation of market penetration and much more.

Structure of the product

  • Consumer credits: definition according to the Austrian National Bank – “consumer credits” and “other credits”, excluding overdrafts, product credits, housing credits, building-society loans or leasing
  • Market potential credits (Small and medium-sized entrepreneurships, SME): SME > 2,5 million Euro balance; all credits until 0,5 million Euro
  • Housing credits: with and without mortgage financing, including building-society loans
  • Savings: saving deposits, fixed-term deposits; excluding building-society savings, or welfare savings
  • Current accounts: without secondary savings accounts * building-society savings: only savings contracts * Market potential Current account overdrafts: outstanding capital
  • Market potential Securities: stocks, bonds, funds etc., including savings products * Market potential – Leasing for private clients: only motor vehicle leasing; excluding movable assets and real estate leasing
  • Market potential Leasing for SME: only motor vehicle leasing; excluding movable assets and real estate leasing

Your benefit

  • Controlling: targeted assessment of the market in a particular geographic area
  • Market definition, turnover estimation, optimization of the advertising strategies
  • Targeted regional management of marketing and sales activities

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