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F I NAN CE STU DY
E V E RY M O NTH , 32 M I LLI O N U S E R S
G E N E R ATE 6 8 M I LLI O N SOCIA L AC TI O N S
R E L ATE D TO F I N A N C E .
32 Million
Finance Sharers
S H A R E TH I S SOC IA L
I NTE LLI G E N C E
P L ATFO R M
53 Billion
Webpage Views
3.1 Million
204 Million
Social Signals
3 M O NTH S
O F DATA
CO LLE C TI O N
80+
Social Channels
SOCIAL L AN DSCAPE
E XP LO R I N G TH E F I N A N CIA L L A N DSCA P E
Social Actions Per Month (millions)
Accounting
2.5M
0.7M
0.7M
0.4M
Sub Categories
Banking Services
3.5M
4.8M
10.5M
2.2M
Savings Account
2.2M
0.8M
1.1M
6.3M
Investments
10.8M
0.1M
0.3M
0.5M
0.4M
3.2M
Health Insurance
Insurance
Home Insurance
12.8M
Life Insurance
Vehicle Insurance
20.9M
0.1M
1.2M
0.3M
Credit Cards
1.2
Debt MGMT
0.7M
Loans
13.3M
5.2M
C HA N N E L S U S E D FO R F I N A N CIA L S HA R I N G
Facebook and LinkedIn are active forums for financial planning and advice.
The Twitter feed is the ideal place for socializing news, market updates, and investments.
61%
Real Estate
Taxes
Retirement
Insurance
Banking Services
Asset MGMT
Trading
Stocks & Bonds
Commodities
Funds
Investing
Futures
Retirement
Debt MGMT
Tax Planning
Trading
Portfolio MGMT
Real Estate
71%
19%
12%
6%
6%
5%
Other
2%
7%
2%
2%
Other
7%
D E VI C E S U S E D FO R F I N A N CIA L S HA R I N G
People are twice as likely to use tablets to share about finance. Smartphones and tablets
are mostly used to share about investments and keep up with market news.
Tablet
Desktop
Portfolio MGMT
Real Estate
Trading
Banking Services
Estate Planning
Accounting
Deskt
op
Finance
Sharing
7%
2
-
Other
Sharing
Sm
a
-5
one 7%
ph
rt
Sm
ar
%
29
Desk
to
p
Smartphone
ne - 36%
ho
tp
Ta
bl
b le
t-
Ta
t - 35%
1 6%
SOCIAL TR E N DS
IT S M O N E Y S E A SO N A LL Y E A R LO N G
Finance social activity spikes around key time periods during the year.
Tax Season
3.0M
New Years
Holiday Spend
Activity
Market Volatility
Savings & W2
2.5M
2.0M
1.5M
1.0M
0.5M
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
7
S HA R I N G M I R RO R S M A R K E T VO L ATI LIT Y
CBOE Volatility Index (VIX)
Finance Related Social Activity
24.6
26.3
21.2
18.6
13.7
Sep. 21
15.6
Sep. 25
16.0
Sep. 29
17.2
16.2
Oct. 3
Oct. 7
Oct. 11
Oct. 15
Oct. 19
8
S HA R I N G M I R RO R S M O R TGAG E R ATE S
30yr US Fixed Rate Mortgage Avg.
Finance Related Social Activity
4.23%
4.20%
4.19%
4.12%
4.12%
4.02%
4.01%
3.98%
3.97%
3.92%
Sep. 10
Sep. 17
Sep. 24
Oct. 1
Oct. 8
Oct. 15
Oct. 22
Oct. 29
Nov. 5
Nov. 12
9
12am
2am
4am
6am
8am
10am
12pm
2pm
4pm
6pm
8pm
10pm
12am
10
LI F E STAG E S
Investments
Credit Cards
Loans
1.5x
1.3x
1.2x
Retirement
Mortgage
Stocks
10.4%
9.9%
10.1%
10.3%
9.9%
9.4%
2.4x
8.3%
8.0%
7.7%
1.3x
6.6%
1.6x
1.4x
1.1x
1.0x
0.9x
26-30
31-35
36-40
4.4%
0.8x
0.9x
41-45
0.8x
0.8x
46-50
51-55
56-60
61-65
66-70
Boomers
Millennials
18-25
4.8%
Boomers
Millennials
1.0x
71-75
76+
12
F I N A N CIA L S H A R I N G S K E WS AC ROS S
I N CO M E S P E C TR U M
Index vs. General Population
Banking Services
Home Insurance
Debt MGMT
9.6%
8.4%
2.38x
6.8%
1.6x
1.4x
1.2x
10.2%
9.0%
3.06x
8.3%
7.6%
4.34x
8.1%
6.7%
5.9%
5.7%
2.67x
1.60x
1.63x
4.0%
4.1%
3.2%
2.4%
1.29x
1.35x
0.91x
1.05x
0.95x
<15k
15k19k
20k29k
30k39k
40k49k
50k59k
0.74x
0.57x
0.68x
60k74k
75k99k
100k124k
0.95x
125k149k
150k199k
200k249k
250k399k
400k- 500k+
499k
13
F I N A N C E S HA R I N G PAT TE R N S A R E
A LI G N E D WITH LI F E STAG E
Finance Topics by Age & Life Stage
Topics indexed vs. general population
18-23, $15k-40k
28-34, $50k-120k
Loans (1.3x)
Car Insurance (1.2x)
Home Insurance (1.2x)
20-25, $30k-60k
30-39, $100k+
Student Loans
25-30, $30k-80k
Debt MGMT (1.2x)
Banking Services (1.2x)
Investing (1.1x)
14
1 ST J O B/G R A D UATI O N S E A SO N A L
SOCIA L AC TIVIT Y
Social activity around job searching during students 2nd semester (Mar.)
and when they begin their new job at the the end of the summer.
0.75M
0.50M
0.25M
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
15
R E NTI N G 1 ST A PA R TM E NT S E A SO N A L
SOCIA L AC TIVIT Y
Users share content about apartments more frequently at the end of the month
and overall activity spikes in the late spring through the summer
0.75M
0.50M
0.25M
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
16
STU D E NT LOA N S S E A SO N A L
SOCIA L AC TIVIT Y
Peak activity when users apply for financial aid and again 6 months
after graduation when they have to start making payments.
0.75M
0.50M
0.25M
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
17
CA R & H O M E B U Y I N G S E A SO N A L
SOCIA L AC TIVIT Y
Car buying sharing peaks near national holidays and in the Winter and Summer when dealership sales events
are more prevalent. Home buying sharing spikes in the Spring and starts to slow down over the Summer.
0.75M
0.50M
0.25M
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
18
F I N A N CIA L P L A N N I N G S E A SO N A L
SOCIA L AC TIVIT Y
Sharing activity around estate planning, retirement planning, and portfolio management
remains fairly steady throughout the year, but peaks just before the new year.
0.75M
0.50M
0.25M
Oct.
Nov.
Dec.
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
19
S HAR I N G
CAN B E A
K E Y I N DICATOR
OF F I NAN CIAL
I NTE R E ST
...
20
...
B UT I S H UG E LY
DE PE N DE NT ON
MAR K ET E VE NTS
& LI F E STAG E .
21
TA K E AWAYS A N D I M P LI CATI O N S
Social Landscape
Finance is a social but nuanced topic, encompassing several dozen key conversations
occurring across various channels and devices. Pay close attention to the social
patterns of your consumers and align your targeting strategies accordingly.
Life Stage
Millennials are a rapidly growing and highly engaged audience for finance.
But its not enough to target their age group; align your messaging
strategies with their priorities and life stages.
22
Identify:
Optimize:
Target:
Align messaging with interests and
life stage and deliver media to
contextually relevant content.
23