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The Affluent Millennial
Opportunity
​Simon Wake
​Managing Director
​Ipsos MediaCT Australia
mil •
A F F L U E N T
ni•
IN THE 1980S OR 1990S
als
C U R R E N T F I N A N C I A L
S E R V I C E S L A N D S C A P E
Through the lens of Affluent Millennials
*Significantly greater than Genx and Aff. Genx
​Likelihood to Try Services from a
Non-FS Brand
Affluent Millennials Are Op...
16.30%
32.60%
23.40%
10.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
All GenX
Affluent GenX
Affluent Millenni...
Millennials Seek Involvement & Control
in Financial Decisions
51% 50%
43%
40%
38%
40%
42%
48%
AFFLUENT
MILLENNIALS
AFFLUEN...
Affluent Millennials believe social
networks will be the hub of all their
financial information in the future1in 3
34%
23%...
​How relevant is educational content/information to you?
Millennials Find Financial Education Most Relevant
AFFLUENT, 70%
...
​% of Affluent Users that use at least 1 social network to obtain this type of info
T H O U G H T L E A D E R S H I P
71%
...
Mobile is at the core of how Millennials are engaging with FS
institutions, and is key to how they manage their finances
5...
F U T U R E F I N A N C I A L
S E R V I C E S L A N D S C A P E
As Millennials envision it
74%
Affluent Millennials
think the Great
Australian Dream is
possible
66%
Affluent GenX
vs.
Affluent Millennials are more ...
% AGREE: The sacrifices I make now will pay off in the future
Affluent Millennials Will Sacrifice Now For The Future
*Sign...
A C T N O W
B U I L D D I A L O G U E
& T R U S T W I T H
E D U C AT I O N A L
C O N T E N T
B E W H E R E Y O U R
A U D I...
LinkedIn Marketing Solutions FinanceConnect 15 - Affluent Millennials Research
LinkedIn Marketing Solutions FinanceConnect 15 - Affluent Millennials Research
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LinkedIn Marketing Solutions FinanceConnect 15 - Affluent Millennials Research

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Affluent Millennials Research presented by Simon Wake Managing Director, Ipsos MediaCT at FinanceConnect Sydney, May 14 2015.

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LinkedIn Marketing Solutions FinanceConnect 15 - Affluent Millennials Research

  1. 1. The Affluent Millennial Opportunity ​Simon Wake ​Managing Director ​Ipsos MediaCT Australia
  2. 2. mil • A F F L U E N T ni• IN THE 1980S OR 1990S als
  3. 3. C U R R E N T F I N A N C I A L S E R V I C E S L A N D S C A P E Through the lens of Affluent Millennials
  4. 4. *Significantly greater than Genx and Aff. Genx ​Likelihood to Try Services from a Non-FS Brand Affluent Millennials Are Open to FS Offerings from Traditionally Non-FS Brands 37% 45% 24% 24% MILLENNIALS GENX AFFLUENT MILLENNIALS AFFLUENTGENX * *
  5. 5. 16.30% 32.60% 23.40% 10.50% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% All GenX Affluent GenX Affluent Millennials All Millennials Millennials are becoming financially savvier Though are still lacking the confidence in investment and portfolio management exhibited by their previous generation
  6. 6. Millennials Seek Involvement & Control in Financial Decisions 51% 50% 43% 40% 38% 40% 42% 48% AFFLUENT MILLENNIALS AFFLUENT GENX AFFLUENT MILLENNIALS AFFLUENT GENX MILLENNIALS GENX MILLENNIALS GENX S O L O I S TV A L I D A T O R
  7. 7. Affluent Millennials believe social networks will be the hub of all their financial information in the future1in 3 34% 23% 12% AFFLUENT MILLENNIALS MILLENNIALS GENX VS Seek content from financial companies on social networks M I L L E N N I A L S : T H E S O C I A L - C E N T R I C G E N E R A T I O N
  8. 8. ​How relevant is educational content/information to you? Millennials Find Financial Education Most Relevant AFFLUENT, 70% AFFLUENT, 63% MILLENNIALS, 53% GENX, 46% Millennials are more interested in learning about retirement planning on social networks than GenX (43%vs. 20%) 2x MORE
  9. 9. ​% of Affluent Users that use at least 1 social network to obtain this type of info T H O U G H T L E A D E R S H I P 71% 27% AFFLUENT MILLENNIALS AFFLUENT GENX P R O D U C T R E V I E W S 53% 37% AFFLUENT MILLENNIALS AFFLUENT GENX P E R S O N A L L O A N S 56% 11% AFFLUENT MILLENNIALS AFFLUENT GENX Thought leadership, personal loans, and product reviews top content for Millennials on social networks
  10. 10. Mobile is at the core of how Millennials are engaging with FS institutions, and is key to how they manage their finances 58.10% 62.40% 42.50% 42.30% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Hundreds All Millennials All Genx Total Affluent Millennials Total Affluent Genx % using mobile apps to make payments / transfers
  11. 11. F U T U R E F I N A N C I A L S E R V I C E S L A N D S C A P E As Millennials envision it
  12. 12. 74% Affluent Millennials think the Great Australian Dream is possible 66% Affluent GenX vs. Affluent Millennials are more likely than general Millennials to be confident in the country’s economic future (20% Millennials vs 39% Affluent Millennials) 2x MORE LIKELY T H E F U T U R E ’ S S O B R I G H T F R O M M I L L E N N I A L S ’ P O I N T O F V I E W
  13. 13. % AGREE: The sacrifices I make now will pay off in the future Affluent Millennials Will Sacrifice Now For The Future *Significantly greater than Genx MILLENNIALS GE N X To t a l : 4 3 % * A ff l u e n t : 5 0 % To t a l : 3 2 % A ff l u e n t : 5 2 %
  14. 14. A C T N O W B U I L D D I A L O G U E & T R U S T W I T H E D U C AT I O N A L C O N T E N T B E W H E R E Y O U R A U D I E N C E I S Seize the Affluent Millennial Opportunity

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