1. The document discusses a study conducted by Ipsos on affluent millennials in Hong Kong, defined as those aged 18-34 with minimum investable assets of HK$800,000. 2. It finds that affluent millennials, who make up 23% of the population, account for 38% of all respondents with over HK$800,000 in assets. 3. Affluent millennials are more open to new modes of financial operation, increasingly social, and optimistic about the future compared to other generations.

1. Hong Kong 2015

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​ Simon Tye
​ Executive Director
​ Ipsos
The Affluent Millennial Opportunity

3. MILLENNIALS
Aged 18-34

4. 4
GENXERS
Aged 35-49

5. 5
AFFLUENT
A minimum investable assets of
HKD800K

6. 6
23%
of Millennials
(1.6 million)
almost a quarter of the population

7. 7
account for 38% of
all respondents who claimed
to have an investable assets
of HK$800K+

8. mil •
A F F L U E N T
ni•
IN THE 1980S OR 1990S
A PERSON BORN
als

9. 9
1. Willing and open to new modes
of operation

10. 2. Increasingly social

11. 3. Hugely optimisticabout the future

12. 12
1 Willing and open to new modes of operation
2 Increasingly social
3 Hugely optimistic about the future

13. 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

14. 14
Profile of millennials vs affluent millennials
GENDER
MILLENNIALS
AFFLUENT
MILLENNIALS
AVERAGE AGE
MILLENNIALS
AFFLUENT
MILLENNIALS
26.4 29.5 45%
MALE
55%
FEMALE
60%
MALE
40%
FEMALE
MILLENNIALS
AFFLUENT
MILLENNIALS
EDUCATION INVESTIBLE ASSETS
GRADUATE
POST
GRADUATE
59% 68%
7% 27% HK$ 8M or
higher value
MILLENNIALS
AFFLUENT
MILLENNIALS
1% 12%

15. Likelihood to Try Services from a
Non-FS Brand
Affluent Millennials Are
Open to FS Offerings
from Traditionally
Non-FS Brands
45%
54%
36%
41%
15
MILLENNIALS
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
*Significantly greater than GenX
*

16. Affluent Millennials Seek Greater
Involvement & Control in Financial Decisions
36%
29%
37%
40%
49%
65%
50% 51%
AFFLUENT
MILLENNIALS
AFFLUENTGENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
MILLENNIALS
GENX
MILLENNIALS
GENX
16
S O L O I S TV A L I D A T O R

17. 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
17
Affluent Millennials believe social
networks will be the hub of all their
financial information in the future1in 5
*Significantly greater than Aff. GenX
53%
29%
32%
AFFLUENT
MILLENNIALS
MILLENNIALS
GENXERS
VS
Seek content from financial companies on
social networks
*

18. How relevant is educational content/information to you?
Millennials Find Financial Education Most Relevant
18
AFFLUENT, 75%
AFFLUENT, 67%
MILLENNIALS, 59% GENX, 56%

19. % of Users that use at least 1 social network to obtain this type of info
19
MILLENNIALS AFFLUENT MILLENNIALS
69%
64%
61%
59%
58%
57%
56%
52%
49%
48%
47%
81%
80%
82%
70%
68%
68%
78%
64%
59%
75%
78%
Personal debt
Financial markets/events
Personal taxes
Financial products and/or services
Financial companies’ products and/or services
Thought leadership content about financial markets/
current events
Expert opinions or commentary about financial markets/
events
Personal investing
Retirement planning
Personal financial planning
Personal loans (e.g., home, auto, student)
The affluent millennials are hungry for information, especially on financial
planning, personal tax, loans and financial markets/ events
Difference
12%
16%
21%
11%
10%
11%
22%
12%
10%
27%
31%

20. 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

21. 21
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
81%
Affluent Millennials
think success through
hard work and
initiative is possible
76%
Affluent GenX
vs.
Affluent Millennials are more likely than
general Millennials to be confident in the
country’s economic future
(15% Millennials vs 30% Affluent Millennials)
2x MORE LIKELY
One financial ideal is that every citizen should have an equal opportunity
to achieve success through hard work, determination, and initiative.
Is this ideal alive and possible today?

22. % AGREE: The sacrifices I make now will pay off in the future
22
Affluent Millennials Will Sacrifice Now For The Future
MILLENNIALS GE N XE R S
To t a l : 3 2 % *
A ff l u e n t : 3 5 %
To t a l : 2 5 %
A ff l u e n t : 3 2 %
*Significantly greater than GenX

23. Seize the Affluent Millennial Opportunity
AC T N O W
B U I L D D I A LO 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
W A L K T H E W A L K
23

24. Hong Kong 2015