6. 6
The Trend in Motion
6
The Wealthy Take Advantage of The Web
Source: “Why are the Rich so Good at the Internet”, fastcompany.com, November 23, 2010.
7. 7
Younger Affluents’ Intensely Digital Media Behavior
• Wealthy, 35 and Under
70% own smart phones (40% iPhone, 24% Blackberry)
23% iPad
• 78% watch online video
More than read a printed magazine (76%) or newspaper (68%)
• 289 minutes watching live TV is less than
The combined time of 227 minutes watching DVR playback
And 100 minutes online videos
• Internet radio closing the gap
75 minutes pre week
vs. 150 minutes for terrestrial
7
Source: Luxury Institute, April 5, 2011
8. 8
Younger Affluents’ Intensely Digital Media Behavior
• Use of mobile devices
Communicating
Consuming content
Music
Gaming
• Social networks
• Blogs
• Prefer apps to 411
Research restaurants
Recommend products
Get deals
8
Source: “Affluence in America: The New Consumer Landscape”, Digitas, May 25, 2011.
10. 10
Top 50 Brands: New Face of Affluence
Source: The New Face of Affluence
11. 11
Thought Starters
11
Top Four “Happy Brands”: Technology Brands
HAPPY BRANDS
Brands That Make You
Happy...
Percentage of Total Sample
Apple 27%
Microsoft 24%
Best Buy 22%
Sony 20%
Starbucks 20%
BMW 19%
Godiva 18%
Ghirardelli 15%
Mercedes 13%
Source: The Affluence Collaborative, April 2011
12. 12
Apple vs. Sony
Measure Apple Sony
Ownership 51% 80%
Is ‘truly unique and exclusive” 8.24 6.70
Makes me “feel special” 7.58 6.70
Better organized and maintained stores 8.46 7.41
Descriptors Innovative
Trendy
Traditional
Sensible
Common
12Source: “Apple vs. Sony Brand Face-Off,” Luxury Institute, May 11, 2010
13. 13
Younger. More Women. More Educated
13
.
Source: “Building Rich Connections in Social Media”, Luminosity Marketing, May 2011.
14. 14
Self Sufficient. Active Influencers. Variety Seekers
14
.
Source: “Building Rich Connections in Social Media”, Luminosity Marketing, May 2011
15. 15
Younger Wealthy Have Lost Faith
• > 1/3 lost faith in “fairness of market”
Believe individual doesn’t have a chance
• Younger wealthy especially skeptical
More than 25% of under-50s changed advisers
Vs only 7% of Boomers and 65+
15
Source: “Mark Zuckerberg’s Wealth Adviser – His Facebook Friends?”, Bloomberg News, March 30, 2011.
16. 16
Facebook Tops Financial Advisers
• Under 50s don’t trust financial advisers
>50% use social networking for advice
2/3 interested in joining online investor communities
Boomers and older – far less interested
16
Source: “Mark Zuckerberg’s Wealth Adviser – His Facebook Friends?”, Bloomberg News, March 30, 2011.
19. 19
Credit vs Debit
• Affluent consumers significantly more active online
67% more purchases online than non-affluents
• More likely to use credit cards
93% vs. 71%
• And PayPal
45% vs. 39%
• Less likely to use debit
19% vs. 43%
19
Source: MasterCard, “Affluent Foundation Research,” January 2010
20. 20
Online Banking
• Affluents more likely to conduct banking online
81% vs. 68%
• Use online bill payment
64% vs. 49%
20
Source: MasterCard, “Affluent Foundation Research,” January 2010
22. 22
Smart Stuff
• Mobile payments no longer obscure, distant technology
$670 billion by 2015
• Near field communication (NFC)
Allows digital purchase in physical stores
22
Source: Pinkasovitch, Arthur. “Mobile Payments Predicted to Skyrocket.”
25. 25
Citi and Shopkick
• Location Based Technology
Drives traffic t& medium businesses
Rewards shoppers
26. 26
Fast Answers on Demand
Text this command Here's what you get
BAL Your Citi account balances
STMT Credit card payment details
HIST Recent transactions
MORE Additional transactions (up to 15)
COM Full list of commands
NICK Nicknames for bank & credit card accts
HELP Support—online or by phone
STOP Suspend text banking
STOP ALL Suspend text banking, alerts, or both
29. 29
The Shape of Recovery
29
“Virtually nobody anticipates a sharp
rebound—they’d be brain dead.”
No Way Hopefully Probably Help
V U
Source: PWC 2011 Emerging Trends in Real Estate.
30. 30
Totally new Citi
• Heritage of the past
• Reality of the present
• Leadership for the future
