Singapore 2015

The Affluent Millennial

Opportunity

Melanie Ng Director

Ipsos

mil •

IN THE 1980 S OR 1990 S

A F F L U E N T

C U R R E N T F I N A N C I A L

S E R V I C E S L A N D S C A P E

Through the lens of Affluent Millennials

Likelihood to Try Services from

a Non-FS Brand

Affluent Millennials Are

Open to FS Offerings from

Traditionally Non-FS Brands

43%*

59%*

32%

39%

5

MIL

LE

NN

IAL

S

GE

NX

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

*Significantly greater than Genx and Aff. Genx

7

M I L L E N N I A L S :

T H E S O C I A L - C E N T R I C G E N E R A T I O N

45%

34%

33%

AFFLUENT MILLENNIALS

MILLENNIALS

GENX

VS

Seek content from financial companies

on social networks

believe social networks will be

the hub of all their financial

information in the future

1in 5 AFFLUENT

MILLENNIALS

How relevant is educational content/information to you?

8

Millennials Find Financial Education Most Relevant

*Significantly greater than GenX

MILLENNIALS

71%*

GENXERS

63%

Affluent Millennials are more

interested in learning about

retirement planning on social

networks than general

Millennials (52% vs. 37%)

1.5x MORE

% of Affluent Users that use at least 1 social network to obtain this type of info

9

Peer opinions, thought leadership, and product info top content

for Affluent Millennials on social networks

P E E R O P I N I O N S

73%

58%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

T H O U G H T L E A D E R S H I P

67%

57%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

P R O D U C T S & S E R V I C E S

67%

49%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

F U T U R E F I N A N C I A L

S E R V I C E S L A N D S C A P E

As Millennials envision it

11

T H E F U T U R E ’ S S O B R I G H T

F R O M M I L L E N N I A L S ’ P O I N T O F V I E W

69%

Affluent Millennials

think success is possible

through hard work

MILLENNIALS expect to earn

more money than my parents

did than the GENXERS

(52% compared to 41%)

52%

Is this financial ideal alive and possible?

Every citizen has an equal opportunity to succeed

through hard work, determination, and initiative.

% AGREE: The sacrifices I make now will pay off in the future

12

Affluent Millennials Will Sacrifice Now For The Future

*Significantly greater than Genx

MILLENNIALS GE NXE R S

To t a l : 5 0 % *

A f f l uen t : 4 9 %

To t a l : 4 1 %

A f f l uen t : 4 2 %

Seize the Affluent Millennial

Opportunity

ACT NOW

BUILD DIALOGUE

& TRUST WITH

EDUCATIONAL

CONTENT

WALK THE WALK

13

Singapore 2015