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Wealthy People Tap Social Networking Sites |
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Friday, 14 March 2008 |
Facebook, MySpace, and YouTube aren't just destinations for tweens -- wealthy people frequent these sites, too.
According to HNW, a financial marketing firm, wealthy consumers are reading and exchanging financial information online, downloading streaming audio, checking email, posting on blogs and connecting on social networking sites in greater numbers.
More than 90% of wealthy Internet users say they get information about investing and other financial opportunities online.
When it comes to social networking, the study reveals some surprising details: 24% of wealthy Internet users -- almost one in four -- are joining teens and twenty-somethings on social networking or "social media" sites such as Facebook and MySpace. Of this group, 69% maintain a profile on at least one site.
The ability to access information, ideas and other resources on demand is a benefit that does matter to affluent customers, the study shows. And age doesn't seem to matter.
More than one-third of Web surfers aged 44 to 54 said they visit a social networking site, and 19% of those 55 and older said they do. The highest percentage is among those aged 18 to 44, of whom 50% said they visit such sites.
Yet 72% of wealthy Web surfers aged 45 to 54 said they read blogs, compared with 69% of those aged 18 to 44 who said they do.
For example, about half of wealthy people aged 45 to 64 use instant messaging, and 21% of those 65 and above IM. The biggest segment, 70%, of IM use is by those 18 to 44, but the numbers show that people across the board are more tech savvy than previously imagined.
By comparison, 50% of teenagers ages 13 to 18 use instant messaging services, according to an Associated Press-AOL poll. The most IM use, that survey found, was by adults sending instant messages from the workplace. However, teenagers were found to be more sophisticated in their use (and lingo) of IM services, as well as sending far more messages on a daily basis.
So just because people have a high net worth doesn't mean they aren't hip -- even if their sophistication may not be all that it can be.
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Last Updated ( Tuesday, 18 March 2008 )
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