High Net Worth UK Audience on Social Media
Post on 20-Aug-2015
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C O N T E N T S
1 S E C T I O N Social media usage
2 S E C T I O N Use of social media for financial information
3 S E C T I O N Key findings & best practices
S E C T I O N
2
High Net Worth Individuals are engaged on
social media
70% U S E S O C I A L M E D I A
£640K -< £1m
67%
76%
66%
£1mK -< £2m
£2m+
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Base: HNW social media users 3
51% 41% 32%
22% 19%
LinkedIn is the most used social media site among High
Net Worth Individuals
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Base: HNW social media users 4
Frequency of social
media access
High Net Worth Individuals in the UK
access LinkedIn on a regular basis
71% of High Net Worth LinkedIn users in the
UK access LinkedIn several times a week
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Base: HNW social media users 5
High Net Worth Individuals access LinkedIn via a mobile device
more frequently than any other social media site
30% No 30% No
70% Yes 70% Yes
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Base: HNW social media users 6
Connect with colleagues
Read updates/posts and stay
up-to-date with colleagues
Follow experts, influencers,
companies & brands Create professional content
High Net Worth Individuals mostly use social media for
professional purposes
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Base: HNW social media users 7
2
1
C O N T E N T S
S E C T I O N Use of social media for financial information
3 S E C T I O N Key findings & best practices
S E C T I O N Social media usage
8
31%
34%
36%
43%
44%
49%
50%
Participate in online polls/surveys
Subscribe to financial related feeds/blogs
Follow a recognised industry expert/executive
Search for key topics/information
Receive updates from financial services companiesand/or experts
Use as a source for news/content
Read reviews/recommendations
Aspects of social media used for financial purposes
HNW Individuals in the UK look to social media for various finance
purposes such as recommendations, news content and expert
opinions
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Base: HNW social media users 9
Consume
Financial Content
Explore Content
Inform
61% of HNWI’s in the UK who use social networks will use them for at least one financial purpose
Recommend a financial product, policy
or service
Seek advice/gather information to help make a financial decision
Gather preliminary information about financial products, policies or
institutions
Keep up-to-date with current financial trends
Re-evaluate a financial decision that has already
been made
53%
48%
44%
33%
30%
Social media has a purpose throughout each stage of
the financial purchase journey
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Base: HNW social media users 10
• Social platforms: Trust of financial information shared through an article on my network, by a financial
company or institution, by a financial professional/expert
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Base: HNW social media users
LinkedIn is the most trusted source for financial information
1st 2nd 3rd
11
29% believe social media is influential
when forming opinions about
financial products/services
1in4 believe social media will
become more influential in the next
12 months when forming opinions
about financial products/services
More than
The influence of social media for financial decision making is
set to increase over the next 12 months
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Base: HNW social media users 12
C O N T E N T S
2 S E C T I O N Social media usage
3 S E C T I O N Use of social media for financial information
4 S E C T I O N Key findings & best practices
13
1. 7 in 10 HNW individuals in the UK are using social media
2. LinkedIn is the most used social media site with this audience
3. Mobile is essential for High Net Worth Individuals
4. HNW Individuals largely use social for professional purposes -
1) Connect with colleagues, 2) Consume content & posts from
colleagues 3) Follow experts and influencers
5. Social media is important throughout each stage of the financial
decision journey
14
S U M M A R Y O F F I N D I N G S
15
Target Publish Extend
1. Leverage LinkedIn
identified Affluent
audience
2. Deliver across Desktop
and Mobile devices
B E S T P R A C T I C E F O R M A R K E T E R S
1. Help HNWs with
informative dynamic
and static content
2. Curate the story –
leverage your own
content assets and that
of partners
3. Make your content
snackable
4. Make it relevant
1. Accelerate the most
engaging content
through sponsoring or
paid for media
distribution
2. Leverage LinkedIn
Plugins so that content
on your site flows out
top related