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S HAR ETH I S

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

Sites & Apps

Social Signals

3 M O NTH S
O F DATA
CO LLE C TI O N
80+
Social Channels

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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

Financial Plan & MGMT

Tax Prep & Planning

0.7M

Asset & Portfolio MGMT

0.7M

Inheritance & Estate Planning

0.4M

Sub Categories

Banking Services

3.5M

Retirement & Pension

4.8M

10.5M

Debit & Checking Services

2.2M

Savings Account

2.2M

Brokerages & Day Trading

0.8M

Commodities & Futures Trading

1.1M
6.3M

Currencies & Foreign Exchange
Derivatives
Funds

Investments

10.8M

0.1M
0.3M

Real Estate Investment Trusts

0.5M

Stocks & Bonds

0.4M

3.2M

Health Insurance

Insurance

Home Insurance

12.8M

Life Insurance
Vehicle Insurance

Credit & Lending

20.9M

0.1M
1.2M
0.3M

Credit Cards

1.2

Debt MGMT

0.7M

Loans

13.3M
5.2M

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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.

Top Conversations (in order of social volume)

61%

Facebook

Twitter

LinkedIn

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%

Finance sharing (% of total activity)

7%
2%

2%

Other

7%

Other sharing (% of total activity)
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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

Stocks & Bonds
Trading
Portfolio MGMT
Insurance
Derivatives

Portfolio MGMT
Real Estate
Trading
Banking Services
Estate Planning
Accounting

Credit & Lending
Insurance
Retirement
Accounting
Taxes

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

-

Top Conversations (in order of social volume)

Ta

bl

b le

t-

e

Ta

t - 35%

1 6%

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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.

Social Volume Per Day (millions)

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.
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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
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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
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B ROWS E I N TH E DAY, SOCIA LI Z E
I N TH E E V E N I N G
Signals Per Hour
Search & Browse
Sharing Activity
7pm-11pm (top content)
Real Estate
Tax Planning
Personal Investing
Retirement Plan.
Insurance
Market News

7am-11am (top content)
Personal Investing
Market News
Real Estate
Managed Funds
Stocks
Retirement Plan.

12am

2am

4am

6am

8am

10am

12pm

2pm

4pm

6pm

8pm

10pm

12am
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LI F E STAG E S

M I LLE N N IA L S & BOO M E R S D R IV E
TH E CO N V E R SATI O N
Index vs. General Population

Millennials (top content,
indexed vs. gen pop.)
1.4x
1.3x
1.3x

Investments
Credit Cards
Loans

1.5x
1.3x
1.2x

Retirement
Mortgage
Stocks

10.4%
9.9%

Boomers (top content,
indexed vs. gen pop.)

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+
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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

<20k (top content,
indexed vs. gen pop.)

indexed vs. gen pop.)
1.3x
1.3x
1.2x

Banking Services
Home Insurance
Debt MGMT

9.6%

8.4%

2.38x

6.8%

1.6x
1.4x
1.2x

Debit & Checking Services
Stocks & Bonds
Asset & Portfolio MGMT

10.2%
9.0%

3.06x

400k+ (top content,

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
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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

1st Job & Graduation

First Car & Home

18-23, $15k-40k

28-34, $50k-120k

Credit Cards (1.3x)
Banking Services (1.2x)
Health Insurance (1.2x)

Loans (1.3x)
Car Insurance (1.2x)
Home Insurance (1.2x)

Renting 1st Apartment

Long Term Planning

20-25, $30k-60k

30-39, $100k+

Credit & Lending (1.4x)
Home Insurance (1.3x)
Investing (1.2x)

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)

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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.

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

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

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

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.

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

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.

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

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.

Social Volume Per Day
1.00M

0.75M

0.50M

0.25M

Oct.

Nov.

Dec.

Jan.

Feb.

Mar.

Apr.

May

Jun.

Jul.

Aug.

Sep.
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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
...
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...
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 .

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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.

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.

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SOCIA L DATA I S A VA LUA B LE TOO L
TO R E AC H F I N A N C E I NTE N D E R S

Identify:

Optimize:

Use social data to identify
users who shared relevant
finance content.

Use social signals to determine where
and when to spend media dollars.

Target:
Align messaging with interests and
life stage and deliver media to
contextually relevant content.

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.

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