Why Do Investors Prefer LinkedIn To Twitter And Facebook?

AFFLUENT INVESTORS USE OF SOCIAL MEDIA Cogent Research partnered with LinkedIn to learn how affluent investors across the U.S. and Canada use social media to inform financial decisions. MILLION What Makes Ultra Affluent Investors Different? affluent investors use social media to research 2 financial decisions 79% of the Ultra Affluent* do their own investment research. Where Do Investors Research Financial Decisions? Linkedin Compared to the average investor, the Ultra Affluent are even more likely to trust LinkedIn: 73% AVG. INVESTOR Topic-specific discussion boards ULTRA AFFLUENT 53% 157% more likely to trust artides shared on Linkedin Facebook, Google+, more likely to trust information 37% from their Linkedin network and Twitter combined 26% What Do Investors Want from Financial Companies that Use Social Media? The next generation of Ultra Affluent investors will come from today's Mass Affluent O 1. More relevant and timely content and updates 2. Information and greater transparency What Makes Linkedin Members Different? NON-MEMBER 3. Real-time interaction and conversation Where Do Investors Expect Financial Companies to Advertise? LINKEDIN MEMBERS A 1. Financial Websites (Bloomberg, Smart Money, CNN Money) 23% more likely to have IRA accounts 32% more likely to have 401(k)s account in 2. Linkedln 40% more likely to invest in mutual funds E 3. Online Newspapers (Wall Street Journal, New York Times) Linked in. *Research defines Ultra Affluent as having over $5 million in investable assets and Mass Affluent as having over $100,000 in investable assets. SOURCE: Cogent Research online survey among 608 respondents in the U.S. and Canada with at least $100,000 in investable assets, fielded March 2012. marketing.linkedin.com AFFLUENT INVESTORS USE OF SOCIAL MEDIA Cogent Research partnered with LinkedIn to learn how affluent investors across the U.S. and Canada use social media to inform financial decisions. MILLION What Makes Ultra Affluent Investors Different? affluent investors use social media to research 2 financial decisions 79% of the Ultra Affluent* do their own investment research. Where Do Investors Research Financial Decisions? Linkedin Compared to the average investor, the Ultra Affluent are even more likely to trust LinkedIn: 73% AVG. INVESTOR Topic-specific discussion boards ULTRA AFFLUENT 53% 157% more likely to trust artides shared on Linkedin Facebook, Google+, more likely to trust information 37% from their Linkedin network and Twitter combined 26% What Do Investors Want from Financial Companies that Use Social Media? The next generation of Ultra Affluent investors will come from today's Mass Affluent O 1. More relevant and timely content and updates 2. Information and greater transparency What Makes Linkedin Members Different? NON-MEMBER 3. Real-time interaction and conversation Where Do Investors Expect Financial Companies to Advertise? LINKEDIN MEMBERS A 1. Financial Websites (Bloomberg, Smart Money, CNN Money) 23% more likely to have IRA accounts 32% more likely to have 401(k)s account in 2. Linkedln 40% more likely to invest in mutual funds E 3. Online Newspapers (Wall Street Journal, New York Times) Linked in. *Research defines Ultra Affluent as having over $5 million in investable assets and Mass Affluent as having over $100,000 in investable assets. SOURCE: Cogent Research online survey among 608 respondents in the U.S. and Canada with at least $100,000 in investable assets, fielded March 2012. marketing.linkedin.com