High Net Worth Individuals on Social Media
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SINGAPORE HONG KONG 99% 46% 100% 40% HIGH NET WORTH INDIVIDUALS on social media HOW WELL DO YOU KNOW THE HIGH NET WORTH INDIVIDUALS (HNWI)? HNWI are defined as those holding over $8million HKD or $1.3million SGD in personal investable assets. In the eyes of the HNWI, LinkedIn tops the overall brand trust – higher than other social networks. Nearly all HNW individuals in Singapore and Hong Kong make use of social media – representing a significant opportunity for marketers can't afford to miss! HNWI 88% 88% Access LinkedIn weekly Approx. 9 out of 10 who access LinkedIn, visit weekly BASE SIZE: 1095 HNW individuals BASE SIZE: 305 HNW individuals ACTION: reached out to a financial service provider, conducted research on a financial product/service,purchased a financial product/investment BASE SIZE: 204 HNW individuals (Hong Kong/Singapore Total) BASE SIZE: 305 HNW individuals; 120 LinkedIn users BASE SIZE: 190 Facebook; 164 YouTube; 109 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users Hong Kong/Singapore Total 84% access LinkedIn via a desktop weekly 70% access LinkedIn via a tablet weekly 73% access LinkedIn via a smartphone weekly 52% MALE 48% FEMALE 18-24 AGE 50% 0% 25-34 35-44 45-54 55-64 6% 36% 39% 3% 65+ 1% 15% HNWI IN HONG KONG/SINGAPORE ARE SIGNIFICANTLY YOUNGER THAN OTHER MARKETS AND THEY USE MULTIPLE DEVICES OVER THE COURSE OF A DAY NOT ONLY DO THEY ACCESS THE PLATFORM FREQUENTLY BUT THEY’RE ACTIVELY ENGAGED…… 97% 95% 93% 56% 53% 55% 54% 59% 49% 65% 48% 56% 53% 71% 27% Follow a brand and receive updates Stay up to date with current news/events Receive updates and posts from my colleagues Share posts or articles with my network Connect with select circles of people on a particular issue or goal Obtain a review or recommendation 41% 38% 38% 36% 36% 29% WHICH, IF ANY, OF THE FOLLOWING ACTIVITIES DO YOU UNDERTAKE ON LINKEDIN? Top 6 activities undertaken on LinkedIn shown TO WHAT EXTENT DO YOU TRUST CONTENT SHARED BY BRANDS ON EACH OF THE FOLLOWING SOCIAL NETWORKS? Top2 box scores shown; ‘Very/Quite Trustworthy’ % OF HNW INDIVIDUALS WHO TRUST BRANDED CONTENT PROVIDED BY SOCIAL NETWORKS 50% 0% …WITH ENGAGEMENT BEING DRIVEN BY GREATER TRUST IN THE PLATFORM HNWIS ARE TAPPING INTO VARIOUS FORMS OF CONTENT ON LI TO INFORM THEMSELVES THROUGHOUT FINANCIAL DECISION JOURNEY LINKEDIN AND TWITTER ARE SEEN AS EQUALLY TRUSTWORTHY SOURCES OF FINANCIAL INFORMATION… 58% 55% LinkedIn Youtube Facebook 54% 52% Google+ Twitter 62% Sina Weibo 45% 100% 0% 100% 0% BASE SIZE: 183 HNW individuals who use social media for financial information BASE SIZE: 168 Facebook; 83 Twitter; 75 LinkedIn users who access the network for financial purposes Hong Kong/Singapore Total Follow companies Use as a source of news content Subscribe to financial related feeds/blogs Follow a recognized industry expert Read Reviews/recommenndations Search for key topics/information 55% 44% 44% 49% 45% DISCOVERY CONSIDERATION ENGAGE Watch videos Participate in online polls/surveys 37% 47% 55% 0% 37% Social media users (any network including LinkedIn) 70% 75% 69% U.S. UK Australia 85% 97% Canada UAE 39% 50% 49% 73% 45% LinkedIn users SOCIAL MEDIA USAGE BY COUNTRY OVERALL LEVELS OF BRAND TRUST REGARDING FINANCIAL INFORMATION Overall mean score shown; score out of 10 OVERALL LEVELS OF BRAND TRUST FOR SOCIAL MEDIA PROVIDERS REGARDING FINANCIAL INFORMATION 10 0 Hong Kong 7.02 6.52 7.16 LinkedIn Twitter Facebook 6.88 7.28 6.44 Singapore LinkedIn Twitter Facebook 7.08 7.08 6.5 10 0 Brand Trust Agree Disagree Hong Kong Singapore CLOSE TO 100% OF HNWI USE SOCIAL MEDIA IN SINGAPORE AND HONG KONG WITH LINKEDIN CAPTURING OVER 40% +
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How well do you know the High Net Worth Individuals (HNWI)? HNWI are defined as those holding over $8 million HKD or $1.3 million SGD in personal investable assets. In the eyes of the HNWI, LinkedIn tops the overall brand trust - higher than other social networks. Nearly all HNW individuals in Singapore and Hong Kong make use of social media - representing a significant opportunity for marketers can't afford to miss!
Transcript of High Net Worth Individuals on Social Media
SINGAPORE
HONG KONG
99%
46%100%
40%
HIGH NET WORTH INDIVIDUALSon social media
HOW WELL DO YOU KNOW THE HIGH NET WORTH INDIVIDUALS (HNWI)?
HNWI are de�ned as those holding over $8million HKD or $1.3million SGD in personal investable assets. In the eyes of the HNWI, LinkedIn tops the overall brand trust – higher than other social networks.
Nearly all HNW individuals in Singapore and Hong Kong make use of social media –
representing a signi�cant opportunity for marketers can't a�ord to miss!
HNWI
88%88%Access LinkedIn weeklyApprox. 9 out of 10 who access LinkedIn, visit weekly
BASE SIZE: 1095 HNW individuals
BASE SIZE: 305 HNW individualsACTION: reached out to a �nancial service provider, conducted research on a �nancial product/service,purchased a �nancial product/investment
BASE SIZE: 204 HNW individuals (Hong Kong/Singapore Total)
BASE SIZE: 305 HNW individuals; 120 LinkedIn users
BASE SIZE: 190 Facebook; 164 YouTube; 109 Twitter; 89 Google+; 85 LinkedIn; 56 Sina Weibo users Hong Kong/Singapore Total
84% access LinkedIn via a desktop weekly70% access LinkedIn via a tablet weekly
73% access LinkedIn via a smartphone weekly
52% MALE 48% FEMALE18-24
AGE50%
0%
25-34 35-44 45-54 55-64
6%
36%39%
3%
65+
1%
15%
HNWI IN HONG KONG/SINGAPORE ARE SIGNIFICANTLY YOUNGER THAN OTHER MARKETS
AND THEY USE MULTIPLE DEVICES OVER THE COURSE OF A DAY
NOT ONLY DO THEY ACCESS THE PLATFORM FREQUENTLY BUT THEY’RE ACTIVELY ENGAGED……
97% 95% 93%
56%
53%
55%
54%
59%
49%
65%
48%
56%
53%
71%
27%
Follow a brand and receive updates
Stay up to date with current news/events
Receive updates and posts from my colleagues
Share posts or articles with my network
Connect with select circles of peopleon a particular issue or goal
Obtain a review or recommendation
41%
38%
38%
36%
36%
29%
WHICH, IF ANY, OF THE FOLLOWING ACTIVITIES DO YOU UNDERTAKE ON LINKEDIN?Top 6 activities undertaken on LinkedIn shown
TO WHAT EXTENT DO YOU TRUST CONTENT SHARED BY BRANDS ON EACH OF THE FOLLOWING SOCIAL NETWORKS?Top2 box scores shown; ‘Very/Quite Trustworthy’
% OF HNW INDIVIDUALS WHO TRUST BRANDED CONTENT PROVIDED BY SOCIAL NETWORKS
50%0%
…WITH ENGAGEMENT BEING DRIVEN BY GREATER TRUST IN THE PLATFORM
HNWIS ARE TAPPING INTO VARIOUS FORMS OF CONTENT ON LI TO INFORM THEMSELVES THROUGHOUT FINANCIAL DECISION JOURNEY
LINKEDIN AND TWITTER ARE SEEN AS EQUALLY TRUSTWORTHY SOURCES OF FINANCIAL INFORMATION…
58%55%
LinkedIn Youtube Facebook
54%52%
Google+ Twitter
62%
Sina Weibo
45%
100%
0%
100%
0%
BASE SIZE: 183 HNW individuals who use social media for �nancial information
BASE SIZE: 168 Facebook; 83 Twitter; 75 LinkedIn users who access the network for �nancial purposesHong Kong/Singapore Total
Follow companies
Use as a source of news content
Subscribe to financial related feeds/blogs
Follow a recognized industry expert
Read Reviews/recommenndations
Search for key topics/information
55%
44%
44%
49%
45%
DISCOVERY
CONSIDERATION
ENGAGE
Watch videos
Participate in online polls/surveys
37%
47%
55%0%
37%
Social media users (any network including LinkedIn)
70%75%
69%
U.S. UK Australia
85%
97%
Canada UAE
39%
50% 49%
73%
45%
LinkedIn users
SOCIAL MEDIA USAGE BY COUNTRY
OVERALL LEVELS OF BRAND TRUST REGARDING FINANCIAL INFORMATIONOverall mean score shown; score out of 10
OVERALL LEVELS OF BRAND TRUST FOR SOCIAL MEDIA PROVIDERS REGARDING FINANCIAL INFORMATION
10
0
Hong Kong
7.026.52
7.16
LinkedIn Twitter Facebook
6.887.28
6.44
SingaporeLinkedIn
7.08
7.08
6.5
100
Brand Trust AgreeDisagree
Hong Kong Singapore
CLOSE TO 100% OF HNWI USE SOCIAL MEDIAIN SINGAPORE AND HONG KONGWITH LINKEDIN CAPTURING OVER 40% +
