SHARETHIS FINANCE STUDY
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1 SHARETHIS FINANCE STUDY
2 EVERY MONTH, 32 MILLION USERS GENERATE 68 MILLION SOCIAL ACTIONS RELATED TO FINANCE. 32 Million Finance Sharers SHARETHIS SOCIAL INTELLIGENCE PLATFORM 53 Billion Webpage Views 3.1 Million Sites & Apps 3 MONTHS OF DATA COLLECTION 204 Million Social Signals 80+ Social Channels 2
3 SOCIAL LANDSCAPE
4 EXPLORING THE FINANCIAL LANDSCAPE Social Actions Per Month (millions) Accounting 2.5M Sub Categories Tax Prep & Planning 0.7M Asset & Portfolio MGMT 0.7M Inheritance & Estate Planning 0.4M Financial Plan & MGMT 4.8M Retirement & Pension 3.5M Debit & Checking Services 2.2M Savings Account 2.2M Banking Services Investments 10.5M 10.8M Brokerages & Day Trading Commodities & Futures Trading Currencies & Foreign Exchange Derivatives Funds Real Estate Investment Trusts Stocks & Bonds 0.8M 1.1M 0.1M 0.3M 0.5M 0.4M 6.3M Insurance 12.8M Health Insurance Home Insurance Life Insurance 0.1M 1.2M 3.2M Vehicle Insurance 0.3M Credit & Lending 20.9M Credit Cards Debt MGMT M 13.3M Loans 5.2M 4
5 CHANNELS USED FOR FINANCIAL SHARING 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. Top Conversations (in order of social volume) Facebook Real Estate Twitter Trading LinkedIn Retirement 71% 61% Taxes Retirement Stocks & Bonds Commodities Debt MGMT Tax Planning Insurance Funds Trading Banking Services Investing Portfolio MGMT Asset MGMT Futures Real Estate 19% 12% 7% 6% 5% 6% 7% 2% 2% 2% Other Other Finance sharing (% of total activity) Other sharing (% of total activity) 5
6 DEVICES USED FOR FINANCIAL SHARING 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. Top Conversations (in order of social volume) Smartphone Stocks & Bonds Trading Portfolio MGMT Insurance Derivatives Tablet Portfolio MGMT Real Estate Trading Banking Services Estate Planning Accounting Desktop Credit & Lending Insurance Retirement Accounting Taxes Desktop - 29% Finance Sharing Smartphone - 36% Desktop - 27% Other Sharing Smartphone - 57% Tablet - 16% Tablet - 35% 6
7 SOCIAL TRENDS
8 IT S MONEY SEASON ALL YEAR LONG Finance social activity spikes around key time periods during the year. Social Volume Per Day (millions) 3.0M Tax Season 2.5M New Years Savings & W2 Market Volatility Holiday Spend Activity 2.0M 1.5M 1.0M 0.5M Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 7
9 SHARING MIRRORS MARKET VOLATILITY CBOE Volatility Index (VIX) Finance Related Social Activity Sep. 21 Sep. 25 Sep. 29 Oct. 3 Oct. 7 Oct. 11 Oct. 15 Oct. 19 8
10 SHARING MIRRORS MORTGAGE RATES 30yr US Fixed Rate Mortgage Avg. Finance Related Social Activity 4.23% 4.20% 4.19% 4.12% 4.12% 3.97% 3.92% 3.98% 4.02% 4.01% Sep. 10 Sep. 17 Sep. 24 Oct. 1 Oct. 8 Oct. 15 Oct. 22 Oct. 29 Nov. 5 Nov. 12 9
11 BROWSE IN THE DAY, SOCIALIZE IN THE EVENING Signals Per Hour Search & Browse Sharing Activity 7pm-11pm (top content) 7am-11am (top content) Personal Investing Market News Real Estate Managed Funds Stocks Retirement Plan. Real Estate Tax Planning Personal Investing Retirement Plan. Insurance Market News 12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am 10
12 LIFE STAGES
13 MILLENNIALS & BOOMERS DRIVE THE CONVERSATION Millennials (top content, indexed vs. gen pop.) Index vs. General Population Boomers (top content, indexed vs. gen pop.) Investments Credit Cards Loans 1.4x 1.3x 1.3x Retirement Mortgage Stocks 1.5x 1.3x 1.2x 2.4x 9.9% 10.1% 10.4% 10.3% 9.9% 9.4% 7.7% 8.3% 8.0% 1.3x 1.1x 6.6% 1.0x 1.4x 1.6x Millennials Millennials 1.0x 0.9x 0.8x 0.8x 0.8x 0.9x 4.8% Boomers 4.4% Boomers
14 FINANCIAL SHARING SKEWS ACROSS INCOME SPECTRUM <20k (top content, indexed vs. gen pop.) Index vs. General Population 400k+ (top content, indexed vs. gen pop.) Banking Services Home Insurance Debt MGMT 3.06x 1.3x 1.3x 1.2x 6.8% 7.6% 8.4% 9.0% 10.2% 9.6% 8.3% Debit & Checking Services Stocks & Bonds Asset & Portfolio MGMT 8.1% 6.7% 4.34x 1.6x 1.4x 1.2x 2.38x 5.7% 5.9% 2.67x 4.0% 3.2% 1.63x 1.60x 4.1% 2.4% 1.35x 1.29x 1.05x 0.95x 0.74x 0.57x 0.68x 0.95x 0.91x <15k 15k- 19k 20k- 29k 30k- 39k 40k- 49k 50k- 59k 60k- 74k 75k- 99k 100k- 124k 125k- 149k 150k- 199k 200k- 249k 250k- 399k 400k- 499k 500k+ 13
15 FINANCE SHARING PATTERNS ARE ALIGNED WITH LIFE STAGE Finance Topics by Age & Life Stage Topics indexed vs. general population 1st Job & Graduation 18-23, $15k-40k Credit Cards (1.3x) Banking Services (1.2x) Health Insurance (1.2x) First Car & Home 28-34, $50k-120k Loans (1.3x) Car Insurance (1.2x) Home Insurance (1.2x) Renting 1st Apartment 20-25, $30k-60k Credit & Lending (1.4x) Home Insurance (1.3x) Investing (1.2x) Long Term Planning 30-39, $100k+ Estate Planning (1.4x) Retirement Planning (1.4x) Portfolio MGMT (1.3x) Student Loans 25-30, $30k-80k Debt MGMT (1.2x) Banking Services (1.2x) Investing (1.1x) 14
16 1ST JOB/GRADUATION SEASONAL SOCIAL ACTIVITY Social activity around job searching during students 2nd semester (Mar.) and when they begin their new job at the the end of the summer. Social Volume Per Day 1.00M 0.75M 0.50M 0.25M Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 15
17 RENTING 1ST APARTMENT SEASONAL SOCIAL ACTIVITY Users share content about apartments more frequently at the end of the month and overall activity spikes in the late spring through the summer Social Volume Per Day 1.00M 0.75M 0.50M 0.25M Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 16
18 STUDENT LOANS SEASONAL SOCIAL ACTIVITY Peak activity when users apply for financial aid and again 6 months after graduation when they have to start making payments. Social Volume Per Day 1.00M 0.75M 0.50M 0.25M Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 17
19 CAR & HOME BUYING SEASONAL SOCIAL ACTIVITY 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. Social Volume Per Day 1.00M 0.75M 0.50M 0.25M Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 18
20 FINANCIAL PLANNING SEASONAL SOCIAL ACTIVITY Sharing activity around estate planning, retirement planning, and portfolio management remains fairly steady throughout the year, but peaks just before the new year. Social Volume Per Day 1.00M 0.75M 0.50M 0.25M Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 19
21 SHARING CAN BE A KEY INDICATOR OF FINANCIAL INTEREST... 20
22 ... BUT IS HUGELY DEPENDENT ON MARKET EVENTS & LIFE STAGE. 21
23 TAKEAWAYS AND IMPLICATIONS 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. Trends & Seasonality Finance social activity displays noticeable seasonal trends around key economic trends. Monitor these trends and automate media delivery to ensure your messaging reaches users at the peak engagement. Life Stage Millennials are a rapidly growing and highly engaged audience for finance. But it s not enough to target their age group; align your messaging strategies with their priorities and life stages. 22
24 SOCIAL DATA IS A VALUABLE TOOL TO REACH FINANCE INTENDERS Identify: Use social data to identify users who shared relevant finance content. Target: Align messaging with interests and life stage and deliver media to contextually relevant content. Optimize: Use social signals to determine where and when to spend media dollars. Heavy-up deployment around key events to drive conversion when conversations are abuzz. Monitor sharing trends in real time and capitalize on user intent as quickly as possible throughout the purchase funnel. 23
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