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SHARETHIS FINANCE STUDY
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SHARETHIS SOCIAL INTELLIGENCE PLATFORM
3 MONTHS OF DATA COLLECTION
53 BILLION page views
204 MILLION social signals
32 million finance sharers
120+ social channels
3.1 million sites and apps
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EVERY MONTH, 32M USERS GENERATE 68M SOCIAL ACTIONS RELATED TO FINANCE
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LANDSCAPE
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0.7M
2.2M
2.2M
13.3M
0.7M
5.2M
0.7M
0.4M
3.5M
3.2M
0.1M
1.2M
0.3M
0.8M
1.1M
6.3M
0.1M
0.3M
0.5M
0.4M
Tax Preparation & Planning
Debit & Checking Services
Savings Accounts
Credit Cards
Debt Management
Loans
Asset & Portfolio Management
Inheritance & Estate Planning
Retirement & Pension
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
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THE FINANCE SOCIAL LANDSCAPE
2.5M
10.5M
20.9M
4.8M
12.8M
10.8M
Accounting
Banking Services
Credit & Lending
Financial Planning & Management
Insurance
Investing
SOCIAL ACTIONS PER MONTH:
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FACEBOOK LINKEDIN
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FINANCE TOPICS BY CHANNEL
71%
12%
7% 6%
61% 19%
5%
7%
6%
FINANCE SHARING
OTHER SHARING
TWITTER Trading
Stocks & Bonds Commidities
Funds Investing Futures
Real Estate Taxes
Retirement Insurance
Banking Services Asset Management
Retirement Debt Management
Tax Planning Trading
Portfolio Management Real Estate
The Twitter feed is the ideal place for socializing news, market updates, and investments.
Facebook and LinkedIn are active forums for financial planning and advice.
(topics ranked in order of social volume)
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27%
57%
16% 29%
36%
35%
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FINANCE TOPICS BY DEVICE
DESKTOP TABLET
SMARTPHONE Stocks & Bonds
Trading Portfolio Management
Insurance Derivatives
Portfolio Management Real Estate
Trading Banking Services Estate Planning
Accounting
Credit & Lending Insurance Retirement Retirement Accounting
Taxes
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.
FINANCE SHARING
OTHER SHARING
(topics ranked in order of social volume)
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TRENDS
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1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep 1-Oct 1-Nov 1-Dec
New Years: Savings & W2 Market
Volatility
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SEASONALITY
Finance social activity spikes around key time periods: tax season, New Years, key
quarterly earnings reports, and periods of stock market volatility
Tax Season
Holiday Spend Activity
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WEEKLY CYCLICALITY Su
n
Tue
s Th
urs
Sa
t M
on
W
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Fr
i Su
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Tue
Th
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Sat
Mo
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We
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Fri
Sun
Tu
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Thu
Sa
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on
W
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Fr
i Su
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Tue
Th
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Sat
Mo
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We
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Fri
Sun
Tu
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Thu
Sa
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on
W
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Fr
i Su
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Tue
Th
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Sat
Mo
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We
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Fri
Sun
Tu
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Thu
Sa
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Fr
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Sunday August 10th
Friday, November 17th
Finance Activity shows a very consistent pattern. Peak activity occurs during the
beginning of the week anywhere between Monday to Wednesday. Activity surrounding
finance drops as the weekend approaches and remains low through Sunday.
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SHARING MIRRORS MARKET VOLATILITY
13.7
15.6 16.0 16.2 17.2
21.2
24.6
26.3
18.6
21-Sep 25-Sep 29-Sep 3-Oct 7-Oct 11-Oct 15-Oct 19-Oct
CBOE VOLATILITY INDEX (VIX):
FINANCE RELATED SOCIAL ACTIVITY:
Source: FRED economic data, December 2014
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SHARING MIRRORS MORTGAGE RATES
10-Sep 17-Sep 24-Sep 1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov
4.12%
4.23% 4.20% 4.19%
4.12%
3.97% 3.92%
3.98% 4.02% 4.01%
30yr US FIXED RATE MORTGAGE AVERAGE:
Source: FRED economic data, December 2014
REAL ESTATE RELATED SOCIAL ACTIVITY:
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DAILY FINANCE ACTIVITY
0:00 2:00 4:00 6:00 8:00 10:00 12:00 14:00 16:00 18:00 20:00 22:00 0:00
Sharing Search & Consumption
Personal Investing
Market News
Real Estate
Managed Funds
Stocks
Retirement Planning
Real Estate
Tax Planning
Personal Investing
Retirement Planning
Insurance
Market News
People search and browse more finance content in the mornings, particularly surrounding investments and market activity.
7am - 11am 3pm 7pm
Sharing activity peaks in the evenings, and much of this
activity pertains to longer-term financial planning goals.
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LIFE STAGES
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MILLENNIALS AND BOOMERS ARE MOST ACTIVE IN
2.4x
1.3x
1.1x
1.0x
0.9x
0.8x
0.8x
0.8x
0.9x
1.0x
1.4x
1.6x
18-25
26-30
31-35
36-40
41-45
46-50
51-55
56-60
61-65
66-70
71-75
76+
Social Actions Index vs Gen. Pop.
Millennials share about credit cards and investments
Baby Boomers share about retirement and mortgages
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FINANCE SHARING SKEWS TOWARD BOTH ENDS OF THE INCOME SPECTRUMS
2.38x
3.06x
1.63x 1.35x
1.05x 0.95x 0.74x
0.57x 0.68x 0.95x 0.91x
1.29x 1.60x
4.34x
2.67x
Less than $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+
Social Actions Index vs Gen. Pop.
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FINANCE SHARING PATTERNS ARE ALIGNED WITH LIFESTAGES
18 - 23 $15k - $40k
1st Job &
Graduation
20 25 $30k - $60k
Renting 1st
Apartment
25 30 $30k $80k
Student
Loans
28 34 $50k $120k
First Car &
Home
30 39 $100k+
Long Term
Planning
Credit cards (1.3x)
Banking services (1.2x)
Health Insurance (1.2x)
Debt Management (1.2x)
Banking Services (1.2x)
Investing (1.1x)
Credit & Lending (1.4x)
Home Insurance (1.3x)
Investing (1.2x)
Loans (1.3x)
Car Insurance (1.2x)
Home Insurance (1.2)
Estate Planning (1.4x)
Retirement Planning (1.4x)
Portfolio Management (1.3x)
FINANCE TOPICS BY AGE AND LIFESTAGE Topics indexed vs general population
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1ST JOB/GRADUATION SEASONAL SOCIAL ACTIVITY
P18-25 LOOKING FOR THEIR FIRST JOB AFTER COLLEGE
Social activity around job searching during students 2nd semester (Mar) and when they begin their new job at the the end of the summer.
1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep
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1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep
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RENTING 1ST APARTMENT SEASONAL SOCIAL ACTIVITY
P20-25 RENTING THEIR FIRST APARTMENT
Users share content about apartments more frequently at the end of the month and overall activity spikes in the late spring through the summer.
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1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep
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STUDENT LOANS SEASONAL SOCIAL ACTIVITY
P23-28 LOOKING TO PAY OFF STUDENTS LOANS
Social activity around student loans peaks when users apply for financial aid and again 6 months after graduation when they have to start making payments.
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1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep
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CAR & HOME BUYING SEASONAL SOCIAL ACTIVITY
P28 - 34 LOOKING TO BUY THEIR FIRST CAR AND HOME
In-market auto consumers share the most near national holidays and in the Winter and Summer when dealership sales events are more prevalent. Sharing activity around buying a home spikes noticeably in the spring and starts to slow down over the summer.
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FINANCIAL PLANNING SEASONAL SOCIAL ACTIVITY
P30 - 39 LONG TERM FINANCIAL PLANNING
Sharing activity around estate planning, retirement planning, and portfolio management
remains fairly steady throughout the year, but peaks just before the new year.
1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep
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SHARING CAN BE A KEY INDICATOR OF FINANCIAL INTEREST AND INTENT AND IS HUGELY DEPENDENT ON MARKET EVENTS AND LIFE STAGE
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TAKEAWAYS & IMPLICATIONS
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.
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 its not enough to target their age group; align your
messaging strategies with their priorities and lifestages.
DEMOGRAPHICS & LIFESTAGE
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Use social signals to determine where and when to spend media dollars
SOCIAL DATA IS A VALUABLE TOOL TO REACH FINANCE INTENDERS
Use social data to identify users who shared relevant finance content.
IDENTIFY
TARGET Align messaging with interests and lifestage and deliver media to
contextually relevant content.
OPTIMIZE
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