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High Net Worth UK Audience on Social Media

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High Net Worth Individuals in the UK are increasingly engaging
with social media for financial purposes – representing a significant opportunity for finance marketers to build relationships.

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High Net Worth UK Audience on Social Media

  1. 1. High Net Worth Individuals in the UK are increasingly engaging with social media for financial purposes– representing a significant opportunity for finance marketers to build relationships. HIGH NET WORTH INDIVIDUALS ARE ENGAGED ON SOCIAL MEDIA 71% OF HNW INDIVIDUALS IN THE UK ACCESS LINKEDIN SEVERAL TIMES A WEEK MARKETERS MUST UNDERSTAND HOW THE AFFLUENT AUDIENCE IS USING SOCIAL MEDIA 61% OF THE HIGH NET WORTH AUDIENCE IN THE UK USE SOCIAL MEDIA FOR AT LEAST ONE FINANCIAL PURPOSE % USE SOCIAL Over half of the HNW audience in the UK use LinkedIn, this is more than any other social media site access LinkedIn via a mobile device Top reasons High Net Worth Individuals use social media MEDIA 51% 41% 32% 22% 19% 1.Connect to colleagues 2.Read updates/posts and stay up-to-date with colleagues and friends 3.Create professional content 4.Follow experts, influencers, companies & brands 52% 48% 33% 30% 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 RECOMMEND A FINANCIAL PRODUCT, POLICY OR SERVICE LinkedIn is the most trusted social media source for financial information gather information about investing, products, or companies SOCIAL MEDIA IS AN IMPORTANT PURCHASE DRIVER FOR HIGH NET WORTH INDIVIDUALS AND HAS A PURPOSE THROUGHOUT THEIR FINANCIAL DECISION JOURNEY THE INFLUENCE OF SOCIAL MEDIA AMONG THIS AFFLUENT AUDIENCE IS SET TO INCREASE: DISCOVER seek advice or information to help make an investment decision EXPLORE share a personal experience had with a financial product, service or company ADVOCATE believe social media will become more influential over the next 12 months 1in4 believe social media is influential when forming opinions about financial products/services and All data is from commissioned Join the Dots research study, UK data Q4 2013 29% O N S O C I A L M E D I A I N D I V I D U A L S N E T W O R T H H I G H

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