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Influencing the Mass Affluent

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To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.

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Influencing the Mass Affluent

  1. 1. INFLUENCING THE MASS AFFLUENT
  2. 2. 2 % 83 % 38 Use Social Media % 29
  3. 3. They use social media for professional purposes – to connect, consume and create 3
  4. 4. Among those who use social for BOTH discovery and consideration, nearly 2/3 are driven to action 4
  5. 5. Company content and advertisements are key sources of financial information 5
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  9. 9. 9 126 108 92 74 • •
  10. 10. On LinkedIn, brands can accelerate influence with Mass Affluent through direct communication 10
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  13. 13. 13 Survey Design, Sample, and Data Collection Mode: Field timing: Population: Screening: Online survey March 1 – 13, 2013 Mass Affluent in Canada (n=300) • $100k - $1M in investable assets. (includes all cash, savings, mutual funds, stocks, bonds, retirement accounts, and all other types of investments and real estate ventures, but excludes primary residence and vacation homes) • Have an account, product, or policy with a either a bank, credit card company, brokerage, asset manager, property/casualty insurance company, or life insurance company

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