9 statistics you should know about how affluent clients use social media
By Amy McIlwain
Financial Social Media Marketing
As we all know, a significant portion of online users use social media. In fact, the latest data illustrates that a whopping one billion people are on Facebook, while 500 million are on Twitter and 200 million are on LinkedIn. That’s a whole lot of people!
But you are not interested in the sheer volume of social media users, are you? You want to know if your prospects are online and where can they be reached. Well, you're in for a treat. LinkedIn recently collaborated with Cogent Research to hone in on one specific demographic: high-net-worth investors (those with at least $100,000 in investable assets).
In their 2012 study, they surveyed over 600 mass affluent, affluent and ultra-affluent investors to discover their social media habits, perceptions and needs when it comes to financial research, networking and information consumption. Throughout this study, many groundbreaking and beneficial discoveries emerged.
I suggest you take these findings into consideration — they will enhance your understanding of the relationship between high-net-worth investors and social media.
1. Over 90 percent of high-net-worth investors participate on social media in some form.
2. More than five million investors use social media to help with financial decisions.
3. Only 4 percent of investors currently interact with their advisor on social media, but 52 percent said they would connect with their advisor on social media.
4. Of the five million investors who use social media, 73 percent use LinkedIn — more than Facebook, Google+ and Twitter combined.
5. Two-thirds of high-net-worth investors visit LinkedIn and Facebook on a monthly basis.
6. The ultra-affluent ($5 million+ in investable assets) are passionate about investment research, with LinkedIn proving to be an invaluable resource.
7. In fact, high-net-worth investors value financial content on LinkedIn and Facebook more than any other platform.
8. 46 percent of investors using social media do not have a financial advisor.
9. 28 percent of investors would perceive a financial company as “innovative,” a “leader in the industry” or “on the cutting edge” if they offered social media tools.
These are just nine statistical gems to help you effectively reach high-net-worth investors on social media. But there are more pieces to the puzzle.