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High Net Worth UAE Audience on Social Media

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Reaching the UAE’s high net worth individuals on LinkedIn

LinkedIn is the most popular social media platform for high net worth individuals in the United Arab Emirates, and a frequent source of guidance for both personal and business purchases.

Roughly three quarters (73%) of the UAE’s most affluent consumers, using social media, , using social media, are on LinkedIn, and virtually all of these (92%) access the platform several times a week. Mobile devices play a key role in keeping high net worth individuals constantly connected to their LinkedIn feeds: 74% access LinkedIn via smartphone and 77% do so using a tablet.

An appetite for professional insight and productivity drives high net worth individuals’ constant connection with LinkedIn. Professional connections, creating professional content and following influencers, brand and experts are amongst the top reasons for logging on. However, LinkedIn expertise also exerts strong influence over affluent consumers’ personal purchases and financial decisions.

LinkedIn is the most trusted social media source of financial information for the high net worth audience in the UAE and 78% of this audience use social media for at least one financial purpose: consuming news, reviews and information on financial developments, gathering information to guide investment decisions and evaluating the financial decisions that they have already taken. Social media is highly influential in every stage of the financial purchase cycle and its influence is set to increase. Almost half (48%) of these high net worth individuals say that social media directs their opinions of financial products and services, and one in five expect it to become more influential in the next 12 months.

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High Net Worth UAE Audience on Social Media

  1. 1. C O N T E N T S 1S E C T I O N Social media usage 2S E C T I O N Use of social media for financial information 3S E C T I O N Key findings & best practices 2
  2. 2. High Net Worth Individuals are engaged on social media 3 Join the Dots Research, UAE November 2013 Base: HNW social media users U S E S O C I A L M E D I A 100% 100% AED 6m -< 12m AED 12m+ 97% AED 3.8m -< 6m
  3. 3. 73% 72% 63% 37% 29% LinkedIn is the most used social media site among High Net Worth Individuals 4 Join the Dots Research, UAE November 2013 Base: HNW social media users
  4. 4. Frequency of social media access High Net Worth Individuals in the UAE access LinkedIn on a regular basis 92% of High Net Worth LinkedIn users in the UAE access LinkedIn several times a week 5 Join the Dots Research, UAE November 2013 Base: HNW social media users
  5. 5. High Net Worth Individuals access LinkedIn via a mobile device more frequently than any other social media site 6 74% access LinkedIn via a smartphone 77% access LinkedIn via a tablet device Join the Dots Research, UAE November 2013 Base: HNW social media users 94% access LinkedIn via a smartphone at least one a week 95% access LinkedIn via a tablet at least one a week
  6. 6. Connect with colleagues Read updates/posts and stay up-to-date with colleagues Follow experts, influencers, companies & brandsCreate professional content High Net Worth Individuals mostly use social media for professional purposes 7 Join the Dots Research, UAE November 2013 Base: HNW social media users
  7. 7. 2 1 C O N T E N T S S E C T I O N Use of social media for financial information 3S E C T I O N Key findings & best practices S E C T I O N Social media usage 8
  8. 8. When is comes to financial information, High Net Worth Individuals use social media to consume, explore & inform 9 Consume Financial Content Explore Content Inform 26% 32% 38% 39% 31% 22% 29% 48% Participate in groups/community discussions Participate in online polls/surveys Subscribe to financial related feeds/blogs Follow a recognised industry expert Search for key financial topics/information Receive updates from financial services companies and/or experts Use as a source for financial news/content Read financial reviews/recommendations Aspects of social media used for financial purposes Join the Dots Research, UAE November 2013 Base: HNW social media users
  9. 9. 78% of HNWI’s in the UAE who use social networks will use them for at least one financial purpose Recommend a financial product, policy, or service Seek advice/gather information to help make a financial decision Gather preliminary information about financial products, policies or institutions Keep up-to-date with current financial trends Re-evaluate a financial decision that has already been made 74% 71% 65% 60% 57% Social media has a purpose throughout each stage of the financial purchase journey 10 Join the Dots Research, UAE November 2013 Base: HNW social media users
  10. 10. • Social platforms: Trust of financial information shared through an article on my network, by a financial company or institution, by a financial professional/expert Join the Dots Research, UAE November 2013 Base: HNW social media users LinkedIn is the most trusted source for financial information 11
  11. 11. 46% believe social media is influential when forming opinions about financial products/services 1in5 believe social media will become more influential in the next 12 months when forming opinions about financial products/services The influence of social media for financial decision making is set to increase over the next 12 months 12 Join the Dots Research, UAE November 2013 Base: HNW social media users
  12. 12. C O N T E N T S 1S E C T I O N Social media usage 2S E C T I O N Use of social media for financial information 3S E C T I O N Key findings & best practices 13
  13. 13. 1. 97% HNW individuals in the UAE are using social media 2. LinkedIn is the most used social media site with this audience 3. Mobile is essential for High Net Worth Individuals 4. HNW Individuals largely use social for professional purposes - 1) Connect with colleagues, 2) Consume content & posts from colleagues 3) Follow experts and influencers 5. Social media is important throughout each stage of the financial decision making journey 14 S U M M A R Y O F F I N D I N G S
  14. 14. 15 Target Publish Extend 1. Leverage LinkedIn’s identified Affluent audience 2. Deliver across Desktop and Mobile devices B E S T P R A C T I C E F O R M A R K E T E R S 1. Help HNWs with informative dynamic and static content 2. Curate the story – leverage your own content assets and that of partners 3. Make your content snackable 4. Make it relevant 1. Accelerate the most engaging content through sponsoring or paid for media distribution 2. Leverage LinkedIn Plugins so that content on your site flows out

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