To understand how social impacts their financial decision making, LinkedIn teamed up with Cogent Research and found that relevant content is key to driving action among this valuable group.

1. INFLUENCING THE
MASS AFFLUENT

2. 2
%
83
%
38
Use Social Media
%
29

3. They use social media for professional
purposes – to connect, consume and create
3

4. Among those who use social for BOTH
discovery and consideration, nearly 2/3 are
driven to action
4

5. Company content and advertisements
are key sources of financial information
5

6. 6

7. 7

8. 8

9. 9
126
108
92
74
•
•

10. On LinkedIn, brands can accelerate
influence with Mass Affluent through
direct communication
10

11. 11

12. 12

13. 13
Survey Design, Sample, and Data Collection
Mode:
Field timing:
Population:
Screening:
Online survey
March 1 – 13, 2013
Mass Affluent in Canada (n=300)
• $100k - $1M in investable assets. (includes all cash, savings, mutual
funds, stocks, bonds, retirement accounts, and all other types of
investments and real estate ventures, but excludes primary residence and
vacation homes)
• Have an account, product, or policy with a either a bank, credit card
company, brokerage, asset manager, property/casualty insurance
company, or life insurance company