Downloaded 30 times
Uploaded byShareThis
ShareThis Finance Study
Every month, 32 million users in the US generate 68 million social actions related to finance across various social media platforms and websites. The study analyzed 3 months of social data covering over 80 social channels and found that Facebook and LinkedIn are popular forums for discussing financial planning and advice, while Twitter is used more for sharing news and market updates. Financial sharing varies throughout the year based on key events and mirrors volatility in the stock market and mortgage rates. Sharing also differs based on life stage and income level.
More Related Content
ShareThis Finance Study
- 1.
- 2. SHARETHIS SOCIAL INTELLIGENCE PLATFORM 3 MONTHS OFDATA COLLECTION 80+ Social Channels 3.1 Million Sites & Apps 32 Million Finance Sharers 53 Billion Webpage Views 204 Million Social Signals EVERY MONTH, 32 MILLION USERS GENERATE 68 MILLION SOCIAL ACTIONS RELATED TO FINANCE. 2
- 3.
- 4. Social Actions PerMonth (millions) EXPLORING THE FINANCIAL LANDSCAPE 13.3M Sub Categories Health Insurance Home Insurance Life Insurance Vehicle Insurance Brokerages & Day Trading Commodities & Futures Trading Currencies & Foreign Exchange Derivatives Funds Real Estate Investment Trusts Stocks & Bonds Credit & Lending Credit Cards Debt MGMT Loans 20.9M 10.5M 12.8M 4.8M 10.8M 2.5M 1.2 Debit & Checking Services Savings Account Asset & Portfolio MGMT Inheritance & Estate Planning Retirement & Pension Tax Prep & Planning Insurance Investments Banking Services Financial Plan & MGMT Accounting 0.8M 1.1M 6.3M 0.1M 0.3M 0.5M 0.4M 3.2M 1.2M 0.1M 0.3M 0.7M 5.2M 0.7M 0.7M 0.4M 3.5M 2.2M 2.2M 4
- 5. CHANNELS USED FORFINANCIAL 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 Taxes Retirement Insurance Banking Services Asset MGMT Twitter Trading Stocks & Bonds Commodities Funds Investing Futures LinkedIn Retirement Debt MGMT Tax Planning Trading Portfolio MGMT Real Estate Finance sharing (% of total activity) Other sharing (% of total activity) 71% 12% 2% 2% 7%6% 61% 19% 6%7% 5% 2% Other Other 5
- 6. DEVICES USED FORFINANCIAL 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. 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 Finance Sharing Other Sharing Desktop - 29% Sm ar tphone-36% Desktop - 27% Sm a rtphone-57% Tablet - 35% Table t - 16% Top Conversations (in order of social volume) 6
- 7.
- 8. IT’S MONEY SEASONALL YEAR LONG Jan. 0.5M 1.0M 1.5M 2.0M 2.5M 3.0M Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. New Years Savings & W2 Tax Season Market Volatility Holiday Spend Activity Finance social activity spikes around key time periods during the year. Social Volume Per Day (millions) 7
- 9. SHARING MIRRORS MARKETVOLATILITY Sep. 21 Sep. 25 Sep. 29 Oct. 3 Oct. 7 Oct. 11 Oct. 15 Oct. 19 13.7 15.6 16.0 16.2 17.2 21.2 24.6 26.3 18.6 CBOE Volatility Index (VIX) Finance Related Social Activity 8
- 10. 9 Sep. 10 Sep.17 Sep. 24 Oct. 1 Oct. 8 Oct. 15 Oct. 22 Oct. 29 Nov. 5 Nov. 12 4.12% 4.23% 4.20% 4.19% 4.12% 3.97% 3.92% 3.98% 4.02% 4.01% SHARING MIRRORS MORTGAGE RATES 30yr US Fixed Rate Mortgage Avg. Finance Related Social Activity
- 11. BROWSE IN THEDAY, SOCIALIZE IN THE EVENING 12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm 12am Signals Per Hour 7am-11am (top content) Personal Investing Market News Real Estate Managed Funds Stocks Retirement Plan. 7pm-11pm (top content) Real Estate Tax Planning Personal Investing Retirement Plan. Insurance Market News Search & Browse Sharing Activity 10
- 12.
- 13. MILLENNIALS & BOOMERSDRIVE THE CONVERSATION 18-25 7.7% 8.3% 9.9% 10.1% 10.4% 10.3% 9.9% 9.4% 8.0% 6.6% 4.8% 4.4% 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 76+ Millennials Millennials Boomers Boomers Millennials (top content, indexed vs. gen pop.) Investments Credit Cards Loans 1.3x 1.4x 1.3x Boomers (top content, indexed vs. gen pop.) Retirement Mortgage Stocks 1.3x 1.5x 1.2x 2.4x 1.3x 1.1x 1.0x 0.9x 0.8x 0.8x 0.8x 0.9x 1.0x 1.4x 1.6x Index vs. General Population 12
- 14. FINANCIAL SHARING SKEWSACROSS INCOME SPECTRUM 4.0% 3.2% 5.7% 6.8% 7.6% 8.4% 9.0% 10.2% 9.6% 8.3% 8.1% 6.7% 5.9% 2.4% 4.1% 2.38x 3.06x 1.63x 1.35x 1.05x 0.95x 0.74x 0.68x 0.95x 0.91x 1.29x 1.60x 4.34x 2.67x 0.57x <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+ Index vs. General Population <20k (top content, indexed vs. gen pop.) Banking Services Home Insurance Debt MGMT 1.3x 1.3x 1.2x 400k+ (top content, indexed vs. gen pop.) Debit & Checking Services Stocks & Bonds Asset & Portfolio MGMT 1.4x 1.6x 1.2x 13
- 15. Finance Topics byAge & Life Stage Topics indexed vs. general population FINANCE SHARING PATTERNS ARE ALIGNED WITH LIFE STAGE Credit Cards (1.3x) Banking Services (1.2x) Health Insurance (1.2x) 18-23, $15k-40k 1st Job & Graduation Credit & Lending (1.4x) Home Insurance (1.3x) Investing (1.2x) 20-25, $30k-60k Renting 1st Apartment Estate Planning (1.4x) Retirement Planning (1.4x) Portfolio MGMT (1.3x) 30-39, $100k+ Long Term Planning Debt MGMT (1.2x) Banking Services (1.2x) Investing (1.1x) 25-30, $30k-80k Student Loans Loans (1.3x) Car Insurance (1.2x) Home Insurance (1.2x) 28-34, $50k-120k First Car & Home 14
- 16. Social activity aroundjob searching during students’ 2nd semester (Mar.) and when they begin their new job at the the end of the summer. 1ST JOB/GRADUATION SEASONAL SOCIAL ACTIVITY Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 0.25M 0.50M 0.75M 1.00M Social Volume Per Day 15
- 17. Users share contentabout apartments more frequently at the end of the month and overall activity spikes in the late spring through the summer RENTING 1ST APARTMENT SEASONAL SOCIAL ACTIVITY Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 0.25M 0.50M 0.75M 1.00M Social Volume Per Day 16
- 18. Peak activity whenusers apply for financial aid and again 6 months after graduation when they have to start making payments. STUDENT LOANS SEASONAL SOCIAL ACTIVITY Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 0.25M 0.50M 0.75M 1.00M Social Volume Per Day 17
- 19. Car buying sharingpeaks 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. CAR & HOME BUYING SEASONAL SOCIAL ACTIVITY Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 0.25M 0.50M 0.75M 1.00M Social Volume Per Day 18
- 20. Sharing activity aroundestate planning, retirement planning, and portfolio management remains fairly steady throughout the year, but peaks just before the new year. FINANCIAL PLANNING SEASONAL SOCIAL ACTIVITY Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. 0.25M 0.50M 0.75M 1.00M Social Volume Per Day 19
- 21. SHARING CAN BE A KEYINDICATOR OF FINANCIAL INTEREST ... 20
- 22. ... BUT IS HUGELY DEPENDENTON MARKET EVENTS & LIFE STAGE. 21
- 23. TAKEAWAYS AND IMPLICATIONS Financeis 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. Social Landscape 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. Trends & Seasonality 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. Life Stage 22
- 24. SOCIAL DATA ISA VALUABLE TOOL TO REACH FINANCE INTENDERS 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. Use social data to identify users who shared relevant finance content. Identify: Align messaging with interests and life stage and deliver media to contextually relevant content. Target: Use social signals to determine where and when to spend media dollars. Optimize: 23