The Millennial Opportunity. Singapore June 2015

Transcription

1 The Millennial Opportunity Singapore June

2 Background There are 1.2 million Millennials in Singapore which represents 22% of the Singapore population. This segment is vital to Singapore s economy as they are a key economic driver for the future. In addition to the wealth this generation is poised to build on its own, in the coming years they will also be on the receiving end of a substantial generational transfer. This shift will drastically change the primary buyer persona of financial services firms around the world, thus forcing massive changes to their marketing strategies and business models. How can financial services providers prepare for these drastic changes? LinkedIn and Ipsos recently conducted a global study of approximately 800 Millennials in Singapore to help answer this question. The study worked to identify their preferences and behaviors regarding savings and investments, as well as their attitudes and beliefs about financial services providers. It examined how Affluent Millennials are reshaping the future of the finance industry, how are they are preparing for their future, today and how financial institutions should reach, nurture and deepen relationships with affluent millennials. 2

3 Methodology GLOBAL SURVEY GLOBAL SAMPLE CRITERIA SINGAPORE RESULTS 20 minute online survey, fielded by LinkedIn and Ipsos in April Survey measured usage, engagement, attitudes and opinions on financial services. 9,200 respondents in 10 countries: United States, Canada, United Kingdom, France, Netherlands, Australia, India, Singapore, Hong Kong and Brazil. Quota sampling/weighting applied to represent Internet users in each market. Respondents were Millennial (18-34) and Gen X (35-49) Internet users. In Singapore, Affluent is defined as S$150K+ net investible assets, excluding real estate. This report covers results from 800 total respondents in Singapore, including: 500 total Millennials (incl. 92 Affluent) and 300 total Gen X (incl. 120 Affluents). 3

4 R E S E A R C H O B J E C T I V E S Understand the differences between Millennials and Gen X with regard to brand affinity, purchase process and information-gathering. Comprehend the role that social media plays and the influence that content and context has on the decision journey for retail financial products. Examine the subset of Affluent Millennials to understand their unique mindset, behaviors and expectations. 4

5 Key Findings Summary AFFLUENT MILLENNIALS ARE CONFIDENT AND AMBITIOUS Confident about their financial future, happy to sacrifice now for the future with a keen eye on the country s economic progress. Set ambitious life goals including starting a business. INDEPENDENT YET CONSULTATIVE Do financial research on their own, however see intrinsic value in being able to validate this with a financial advisor. Value their family s inputs for financial decisions. OPEN MINDED Despite being loyal customers, Affluent Millennials are open to financial offerings from traditionally nonfinancial brands. SOCIAL-CENTRIC Social networks are a must-have and central to Affluent Millennials. 45% of Affluent Millennials seek content from financial services brands on social media. HUNGRY FOR EDUCATIONAL INFO Top content includes peer reviews, thought leadership and information about product services. 5

6 A M B I T I O U S, P R O G R E S S I V E & C O N F I D E N T: How This New Power Persona Is Reshaping The Finance Industry

7 Affluent Millennials expect to lead fulfilling lives based on financial success Millennials are different. They have grown up empowered and expect to have a more self-directed life. TOP 3 ASPECTS OF LIFE MILLENNIALS ARE OPTIMISTIC ABOUT: Millennials Affluent Millennials GenXers Affluent GenXers - Mohamed El-Erian, Chief Economic Adviser of Allianz 49% 51% 38% 43% 46% 50% 36% 39% 46% 48% 28% 30% I expect that I will be financially able to travel and see the world I expect to be able to pay for my children s college education in the future I expect to be able to undertake further education to upskill myself to succeed 7

8 Affluent Millennials believe in Singapore s economic growth despite concerns about a potential future financial crisis More than two-thirds of Affluent Millennials anticipate another financial crisis. However they are confident that the sacrifices they make as individuals will see them succeed as Singapore continues to grow. Millennials Affluent Millennials To t a l : 6 1 % A f f l u e n t : 6 8 % To t a l : 6 9 % A f f l u e n t : 6 7 % To t a l : 7 7 % A f f l u e n t : 7 8 % I anticipate another financial crisis to occur I am confident in my country's future economic growth The sacrifices I make now will pay off in the future 8

9 Affluent Millennials set ambitious goals for their lives Affluent Millennials Affluent GenXers 32% 31% 2X 26% 15% 16% 2X 7% BUY A SECOND HOME START A BUSINESS START A CHARITABLE FOUNDATION 9

10 I N D E P E N D E N T, AND C O N S TA N T LY E V O LV I N G : For Affluent Millennials, Their Financial Future Starts Now

11 Sources of affluence are shifting across generations Wages are losing dominance as the primary source of wealth with only half of Affluent Millennials reporting this as the major primary source of wealth compared to two-thirds of Affluent GenXers. W A G E S A S T H E P R I M A R Y S O U R C E O F W E A LT H Compared to Affluent Gen X, Affluent Millennials are more likely to have gained their assets from: 2x O W N B U S I N E S S AFFLUENT MILLENNIALS: 48% AFFLUENT GENXERS: 66% 4x F E L L O W S H I P S / G R A N T S 4x R O YA LT I E S 11

12 Affluent Millennials are more likely to carry debt Affluent Millennials are more likely than Affluent GenXers to have a personal, student or business loans to facilitate their entrepreneurial and life goals. HAVE AT LEAST ONE Affluent Millennials Affluent GenXers 50% 38% 25% 23% 10% 10x 2x 5% 1% 3% Credit card with a balance Personal loan Student loan Business loan 12

13 Affluent Millennials are more likely to save most of their monthly paycheck % OF PAYCHECK SAVED PER MONTH Affluent Millennials Affluent GenXers 25% + 50% + 77% 68% 48% 29% 1/2 of Affluent Millennials save most of their paycheck 13

14 Half of Affluent Millennials have a brokerage account, but there is an opportunity to market to Millennials with emerging affluence HAVE AT LEAST ONE ACCOUNT Affluent Millennials Emerging Affluent Millennials 48% 32% BROKERAGE (NON-RETIREMENT) 2 in 3 Emerging Affluent Millennials have not yet opened a brokerage account Only 1 in 3 Emerging Affluent* Millennials has a brokerage account, highlighting the importance for financial institutions to build relationships early as Millennials grow their wealth. *Emerging Affluent = S$35K-S$150K in investible assets 14

15 M I L L E N N I A L S A F F L U E N T M I L L E N N I A L S M I L L E N N I A L S A F F L U E N T M I L L E N N I A L S Affluent Millennials seek greater involvement and control in financial decisions, but still validate decisions with advisors 52% 54% 36% 30% V A L I D A T O R Conduct their own research and investment decision but consult with advisor to validate S O L O I S T Perform their own research, make decisions and execute trades 15

16 Affluent Millennials are influenced by their families when making financial decisions Four in five Affluent Millennials report their financial understanding being influenced by sources other than a financial advisor, with family being the most significant influence. FINANCIAL ADVISORS INFLUENCED MY UNDERSTANDING AT LEAST 1 FAMILY MEMBER INFLUENCED MY DECISION 42% 33% 24% 19% Affluent Millennials Affluent GenX 16

17 Once they are customers, Affluent Millennials are very loyal to their financial institutions Affluent Millennials are more likely to say they are loyal and plan to do more business with financial institutions they work with. AFFLUENT MILLENNIALS AFFLUENT GENXERS 6% 14% 81% 75% 11% 13% Very loyal Somewhat loyal Not loyal AMONG THOSE WITH MULTIPLE ACCOUNTS OF EACH TYPE, % WHO HOLD ALL WITH THE SAME INSTITUTION: C H E C K I N G AFFLUENT MILLENNIALS: 43% B R O K E R A G E AFFLUENT MILLENNIALS: 26% S A V I N G S AFFLUENT MILLENNIALS: 25% Nearly half of Affluent Millennials with multiple checking accounts hold all of these at the same financial institution. AFFLUENT GENXERS: 19% AFFLUENT GENXERS: 16% AFFLUENT GENXERS: 14% 17

18 However, Affluent Millennials are open to financial offerings from traditionally non-financial brands. Likelihood to try services from a non-financial brand 59% Millennials GenXers Affluent Millennials Affluent GenXers 43% 39% 32% The top 3 brands here are: 18

19 H I G H E X P E C TAT I O N S & B I G D E M A N D S : Affluent Millennials Want A Deeper, Personal Connection With Financial Services Providers

20 When choosing financial institutions, privacy and trust are important to Affluent Millennials FIVE KEY FACTORS OF IMPORTANCE TO AFFLUENT MILLENNIALS P R I VA C Y T R U S T W E B S I T E P R E S E N C E P E R S O N A L Offers a high degree of privacy and has a good security track record I trust the company Offers a website that has all the banking features I need Company has readily available ATMs and branches Offers telephone support with live people for customer service 20

21 Social networks are a must-have and central to Affluent Millennials Important Unimportant MILLENNIALS 87% 13% AFFLUENT MILLENNIALS 90% 10% Important Unimportant GENXERS 80% 20% AFFLUENT GENXERS 78% 22% 21

22 Affluent Millennials use social media to actively engage with Financial Services brands 45% OF AFFLUENT MILLENNIALS SEEK CONTENT FROM FINANCIAL SERVICES BRANDS ON SOCIAL MEDIA COMPARED TO AFFLUENT GEN X, AFFLUENT MILLENNIALS USE SOCIAL NETWORKS TO: Get daily news about industry of interest Research people and companies 57% 57% 22

23 Peer opinions, thought leadership and product information are the top content topics for Affluent Millennials on social networks % of Affluent users that use at least 1 social network to obtain this type of info P E E R O P I N I O N S T H O U G H T L E A D E R S H I P P R O D U C T I N F O R M AT I O N 73% 58% 67% 57% 67% 49% AFFLUENT MILLENNIALS AFFLUENT GENXERS AFFLUENT MILLENNIALS AFFLUENT GENXERS AFFLUENT MILLENNIALS AFFLUENT GENXERS 23

24 Affluent Millennials are especially active on LinkedIn COMPARED TO THE GENERAL POPULATION ON LINKEDIN, AFFLUENT MILLENNIALS ON LINKEDIN HAVE: C O N N E C T I O N S C O M PA N Y F O L L O W S G R O U P A C T I V I T Y S H A R E S F I N A N C E TO P I C S H A R E S 2X AS MANY 13X AS MANY Source: LinkedIn behavioral data, GLOBAL, May

25 Implications and opportunities for FS marketers Opportunities available to financial services providers to successfully navigate potentially tumultuous times and even thrive through it all. PERSONALIZE AND SOCIALIZE EXPERT ADVICE TO ESTABLISH TRUST AND ENABLE INDEPENDENCE ESTABLISH LOYALTY EARLY BUILD RELATIONSHIPS WITH EMERGING AFFLUENT MILLENNIALS NOW Affluent Millennials are hungry for information that can be directly applied to their specific financial situation and they are looking for it within social networks. Financial services providers should leverage the social networks to provide relevant content. Earn trust and build relationships with Affluent Millennials by delivering the balance of expert advice and encouraged independence they crave. Transform the customer relationship by becoming vital resources that support customers daily activities:* Advice provider Financial services providers should reach out to Affluent Millennials now and build relationships with them before the nontraditional competition is able to. Earn their trust and secure their loyalty now and the outsider brands won t have a chance. 1 in 3 Emerging Affluent Millennials has a brokerage account. Financial services providers should build relationships with Emerging Affluent Millennials now and earn the long-term loyalty as their wealth grows and they become truly Affluent Millennials. Access facilitator Accenture:-2015 North America Consumer Banking Survey *Emerging Affluent = S$35K-S$150K in investible assets 25

26 V I S I T U S A T h t t p : / / b u s i n e s s. l i n k e d i n. c o m / m a r k e t i n g - s o l u t i o n s