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.

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