H I G H

N

E

T

W O R T H
INDIVIDUALS
ON SOCIAL MEDIA
High Net Worth Individuals in the UK are increasingly engaging
wit...
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High Net Worth UK Audience on Social Media

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High Net Worth Individuals in the UK are increasingly engaging
with social media for financial purposes – representing a significant opportunity for finance marketers to build relationships.

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High Net Worth UK Audience on Social Media

  1. 1. H I G H N E T W O R T H INDIVIDUALS ON SOCIAL MEDIA High Net Worth Individuals in the UK are increasingly engaging with social media for financial purposes– representing a significant opportunity for finance marketers to build relationships. HIGH NET WORTH INDIVIDUALS ARE ENGAGED ON SOCIAL MEDIA USE SOCIAL % MEDIA Over half of the HNW audience in the UK use LinkedIn, this is more than any other social media site 51% 41% 32% 22% 19% 71% OF HNW INDIVIDUALS IN THE UK ACCESS LINKEDIN SEVERAL TIMES A WEEK access LinkedIn via a mobile device MARKETERS MUST UNDERSTAND HOW THE AFFLUENT AUDIENCE IS USING SOCIAL MEDIA Top reasons High Net Worth Individuals use social media 1.Connect to colleagues 2.Read updates/posts and stay up-to-date with colleagues and friends 3.Create professional content 4.Follow experts, influencers, companies & brands 61% OF THE HIGH NET WORTH AUDIENCE IN THE UK USE SOCIAL MEDIA FOR AT LEAST ONE FINANCIAL PURPOSE 52% KEEP UP-TO-DATE WITH CURRENT FINANCIAL TRENDS GATHER PRELIMINARY INFORMATION ABOUT FINANCIAL PRODUCTS, POLICIES OR INSTITUTIONS RE-EVALUATE A FINANCIAL DECISION THAT HAS ALREADY BEEN MADE RECOMMEND A FINANCIAL PRODUCT, POLICY OR SERVICE 48% 33% 30% LinkedIn is the most trusted social media source for financial information SOCIAL MEDIA IS AN IMPORTANT PURCHASE DRIVER FOR HIGH NET WORTH INDIVIDUALS AND HAS A PURPOSE THROUGHOUT THEIR FINANCIAL DECISION JOURNEY DISCOVER EXPLORE ADVOCATE gather information about investing, products, or companies seek advice or information to help make an investment decision share a personal experience had with a financial product, service or company THE INFLUENCE OF SOCIAL MEDIA AMONG THIS AFFLUENT AUDIENCE IS SET TO INCREASE: 29% believe social media is influential when forming opinions about financial products/services and 1in4 believe social media will become more influential over the next 12 months All data is from commissioned Join the Dots research study, UK data Q4 2013

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