A recent survey conducted by LinkedIn and Cogent Research found that nearly 90% of the mass affluent––defined as people with investable assets between $100,000 and $1 million––are active social media users. And many of them use it to learn about financial trends, companies and products, as well as to seek advice and further information to evaluate what they’ve learned.
The study, Influencing The Mass Affluent, paints a picture of what social media users expect regarding content from financial institutions such as brokerages, banks and credit card companies, along with what these institutions can do to make their content more relevant to the mass affluent.
Forty-four percent of survey respondents said they engage with financial institutions on social media, and 34% said they engage with content shared by financial institutions on social media. But Jennifer Grazel, LinkedIn’s global head of category development for financial services, writes that there’s a gap between what information people want and what financial companies are providing. One possible solution: segmenting their social media strategies by life stage.
The Rich Go Online
June 2013
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