This document discusses affluent millennials and their financial habits compared to other generations. Some key points: - Millennials are more open to financial services from non-financial brands and seek more involvement in financial decisions than other generations. - Affluent millennials believe social media will be central to accessing financial information and are more interested in educational content on topics like retirement planning through social networks. - Mobile banking apps are important to how millennials manage their finances, with more affluent millennials using apps than other groups. - Affluent millennials are generally more optimistic about the future economic outlook than other generations and are more willing to sacrifice now for future financial goals.

2. The Affluent Millennial
Opportunity
​Simon Wake
​Managing Director
​Ipsos MediaCT Australia

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

4. 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

5. *Significantly greater than Genx and Aff. Genx
​Likelihood to Try Services from a
Non-FS Brand
Affluent Millennials Are Open to
FS Offerings from Traditionally
Non-FS Brands
37%
45%
24% 24%
MILLENNIALS
GENX
AFFLUENT
MILLENNIALS
AFFLUENTGENX
*
*

6. 16.30%
32.60%
23.40%
10.50%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
All GenX
Affluent GenX
Affluent Millennials
All Millennials
Millennials are becoming financially savvier
Though are still lacking the confidence in investment and portfolio management
exhibited by their previous generation

7. Millennials Seek Involvement & Control
in Financial Decisions
51% 50%
43%
40%
38%
40%
42%
48%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
MILLENNIALS
GENX
MILLENNIALS
GENX
S O L O I S TV A L I D A T O R

8. Affluent Millennials believe social
networks will be the hub of all their
financial information in the future1in 3
34%
23%
12%
AFFLUENT
MILLENNIALS MILLENNIALS GENX
VS
Seek content from financial companies on social networks
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

9. ​How relevant is educational content/information to you?
Millennials Find Financial Education Most Relevant
AFFLUENT, 70%
AFFLUENT, 63%
MILLENNIALS, 53%
GENX, 46%
Millennials are more interested
in learning about retirement
planning on social networks
than GenX (43%vs. 20%)
2x MORE

10. ​% of Affluent Users that use at least 1 social network to obtain this type of info
T H O U G H T L E A D E R S H I P
71%
27%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
P R O D U C T R E V I E W S
53%
37%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
P E R S O N A L L O A N S
56%
11%
AFFLUENT
MILLENNIALS
AFFLUENT
GENX
Thought leadership, personal loans, and product reviews top
content for Millennials on social networks

11. Mobile is at the core of how Millennials are engaging with FS
institutions, and is key to how they manage their finances
58.10%
62.40%
42.50% 42.30%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Hundreds
All
Millennials
All
Genx
Total Affluent
Millennials
Total Affluent
Genx
% using mobile apps to make payments / transfers

12. 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

13. 74%
Affluent Millennials
think the Great
Australian Dream is
possible
66%
Affluent GenX
vs.
Affluent Millennials are more likely than
general Millennials to be confident in the
country’s economic future (20%
Millennials vs 39% Affluent Millennials)
2x MORE LIKELY
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

14. % AGREE: The sacrifices I make now will pay off in the future
Affluent Millennials Will Sacrifice Now For The Future
*Significantly greater than Genx
MILLENNIALS GE N X
To t a l : 4 3 % *
A ff l u e n t : 5 0 %
To t a l : 3 2 %
A ff l u e n t : 5 2 %

15. A C T N O W
B U I L D D I A L O 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
B E W H E R E Y O U R
A U D I E N C E I S
Seize the Affluent Millennial Opportunity