SINGAPORE
HONG KONG
99%
46%
100%
40%
HIGH NET WORTH INDIVIDUALS
on social media
HOW WELL DO YOU KNOW THE HIGH NET WORTH IN...
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High Net Worth Individuals on Social Media

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How well do you know the High Net Worth Individuals (HNWI)?

HNWI are defined as those holding over $8 million HKD or $1.3 million SGD in personal investable assets. In the eyes of the HNWI, LinkedIn tops the overall brand trust - higher than other social networks. Nearly all HNW individuals in Singapore and Hong Kong make use of social media - representing a significant opportunity for marketers can't afford to miss!

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High Net Worth Individuals on Social Media

  1. 1. SINGAPORE HONG KONG 99% 46% 100% 40% HIGH NET WORTH INDIVIDUALS on social media HOW WELL DO YOU KNOW THE HIGH NET WORTH INDIVIDUALS (HNWI)? HNWI are defined as those holding over $8million HKD or $1.3million SGD in personal investable assets. In the eyes of the HNWI, LinkedIn tops the overall brand trust – higher than other social networks. Nearly all HNW individuals in Singapore and Hong Kong make use of social media – representing a significant opportunity for marketers can't afford to miss! HNWI 88%88% Access LinkedIn weekly Approx. 9 out of 10 who access LinkedIn, visit weekly BASE SIZE: 1095 HNW individuals BASE SIZE: 305 HNW individuals ACTION: reached out to a financial service provider, conducted research on a financial product/service,purchased a financial product/investment BASE SIZE: 204 HNW individuals (Hong Kong/SingaporeTotal) BASE SIZE: 305 HNW individuals; 120 LinkedIn users BASE SIZE: 190 Facebook; 164YouTube; 109Twitter; 89 Google+; 85 LinkedIn; 56 SinaWeibo users Hong Kong/SingaporeTotal 84% access LinkedIn via a desktop weekly 70% access LinkedIn via a tablet weekly 73% access LinkedIn via a smartphone weekly 52% MALE 48% FEMALE18-24 AGE50% 0% 25-34 35-44 45-54 55-64 6% 36% 39% 3% 65+ 1% 15% HNWI IN HONG KONG/SINGAPORE ARE SIGNIFICANTLY YOUNGER THAN OTHER MARKETS AND THEY USE MULTIPLE DEVICES OVER THE COURSE OF A DAY NOT ONLY DO THEY ACCESS THE PLATFORM FREQUENTLY BUT THEY’RE ACTIVELY ENGAGED…… 97% 95% 93% 56% 53% 55% 54% 59% 49% 65% 48% 56% 53% 71% 27% Follow a brand and receive updates Stay up to date with current news/events Receive updates and posts from my colleagues Share posts or articles with my network Connect with select circles of people on a particular issue or goal Obtain a review or recommendation 41% 38% 38% 36% 36% 29% WHICH, IF ANY, OFTHE FOLLOWING ACTIVITIES DOYOU UNDERTAKE ON LINKEDIN? Top 6 activities undertaken on LinkedIn shown TOWHAT EXTENT DOYOUTRUST CONTENT SHARED BY BRANDS ON EACH OFTHE FOLLOWING SOCIAL NETWORKS? Top2 box scores shown;‘Very/QuiteTrustworthy’ % OF HNW INDIVIDUALSWHO TRUST BRANDED CONTENT PROVIDED BY SOCIAL NETWORKS 50%0% …WITH ENGAGEMENT BEING DRIVEN BY GREATER TRUST IN THE PLATFORM HNWIS ARE TAPPING INTO VARIOUS FORMS OF CONTENT ON LI TO INFORM THEMSELVES THROUGHOUT FINANCIAL DECISION JOURNEY LINKEDIN AND TWITTER ARE SEEN AS EQUALLY TRUSTWORTHY SOURCES OF FINANCIAL INFORMATION… 58% 55% LinkedIn Youtube Facebook 54% 52% Google+ Twitter 62% Sina Weibo 45% 100% 0% 100% 0% BASE SIZE: 183 HNW individuals who use social media for financial information BASE SIZE: 168 Facebook; 83Twitter; 75 LinkedIn users who access the network for financial purposes Hong Kong/SingaporeTotal Follow companies Use as a source of news content Subscribe to financial related feeds/blogs Follow a recognized industry expert Read Reviews/recommenndations Search for key topics/information 55% 44% 44% 49% 45% DISCOVERY CONSIDERATION ENGAGE Watch videos Participate in online polls/surveys 37% 47% 55%0% 37% Social media users (any network including LinkedIn) 70% 75% 69% U.S. UK Australia 85% 97% Canada UAE 39% 50% 49% 73% 45% LinkedIn users SOCIAL MEDIA USAGE BY COUNTRY OVERALL LEVELS OF BRANDTRUST REGARDING FINANCIAL INFORMATION Overall mean score shown; score out of 10 OVERALL LEVELS OF BRANDTRUST FOR SOCIAL MEDIA PROVIDERS REGARDING FINANCIAL INFORMATION 10 0 Hong Kong 7.02 6.52 7.16 LinkedIn Twitter Facebook 6.88 7.28 6.44 SingaporeLinkedIn Twitter Facebook 7.08 7.08 6.5 100 BrandTrust AgreeDisagree Hong Kong Singapore CLOSE TO 100% OF HNWI USE SOCIAL MEDIA IN SINGAPORE AND HONG KONG WITH LINKEDIN CAPTURING OVER 40% +

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