High Net Worth UK Audience on Social Media

C O N T E N T S

1 S E C T I O N Social media usage

2 S E C T I O N Use of social media for financial information

3 S E C T I O N Key findings & best practices

S E C T I O N

2

High Net Worth Individuals are engaged on

social media

70% U S E S O C I A L M E D I A

£640K -< £1m

67%

76%

66%

£1mK -< £2m

£2m+

Join the Dots Research,UK, November 2013

Base: HNW social media users 3

51% 41% 32%

22% 19%

LinkedIn is the most used social media site among High

Net Worth Individuals

Join the Dots Research,UK November 2013


Frequency of social

media access

High Net Worth Individuals in the UK

access LinkedIn on a regular basis

71% of High Net Worth LinkedIn users in the

UK access LinkedIn several times a week



High Net Worth Individuals access LinkedIn via a mobile device

more frequently than any other social media site

30% No 30% No

70% Yes 70% Yes



Connect with colleagues

Read updates/posts and stay

up-to-date with colleagues

Follow experts, influencers,

companies & brands Create professional content

High Net Worth Individuals mostly use social media for

professional purposes



2

1

C O N T E N T S

S E C T I O N Use of social media for financial information


S E C T I O N Social media usage

8

31%

34%

36%

43%

44%

49%

50%

Participate in online polls/surveys

Subscribe to financial related feeds/blogs

Follow a recognised industry expert/executive

Search for key topics/information

Receive updates from financial services companiesand/or experts

Use as a source for news/content

Read reviews/recommendations

Aspects of social media used for financial purposes

HNW Individuals in the UK look to social media for various finance

purposes such as recommendations, news content and expert

opinions



Consume

Financial Content

Explore Content

Inform

61% of HNWI’s in the UK 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

53%

48%

44%

33%

30%

Social media has a purpose throughout each stage of

the financial purchase journey



• Social platforms: Trust of financial information shared through an article on my network, by a financial

company or institution, by a financial professional/expert


Base: HNW social media users

LinkedIn is the most trusted source for financial information

1st 2nd 3rd

11

29% believe social media is influential

when forming opinions about

financial products/services

1in4 believe social media will

become more influential in the next

12 months when forming opinions

about financial products/services

More than

The influence of social media for financial decision making is

set to increase over the next 12 months



C O N T E N T S

2 S E C T I O N Social media usage

3 S E C T I O N Use of social media for financial information


13

1. 7 in 10 HNW individuals in the UK 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 journey

14

S U M M A R Y O F F I N D I N G S

15

Target Publish Extend

1. Leverage LinkedIn

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

Business

High Net Worth UK Audience on Social Media