Millennials are redefining financial success

1.5Xmore likely to be

engaged than the general Facebook population

1.6Xmore likely to switch

insurance than affluent Gen Xers/Boomers

1.4Xmore likely to move

than affluent Gen Xers/Boomers

have a financial plan are happy with the waythey are saving/investing

have no one they trustfor financial guidance

53%33%37%

BUT FEW KNOW WHERE THEY ARE HEADED FINANCIALLY

AS THEY TRANSITION THROUGH MILESTONE MOMENTS1

Millennials and MoneyMillennials are growing in economic power—and they are also just growing up. When we stop to observe their financial behaviors and listen to them describe their relationship with money in their own words, a new, financially responsible Millennial emerges. There are over 70 million working-age Millennials (21–34) on Facebook in the US, and 46% are affluent (HHI $75k).1

Millennials in the US Affluent Millennials in the US

Millennials need a new kind of financial partner

MILLENNIALS DREAM OF A BETTER RELATIONSHIP

of Millennials are open to switching banks, credit cards

or brokerage accounts

of Millennials do not feel their bank understands them

trust financial institutions for guidance

45% 8%44%

describe their current bank in unflattering terms36% want their bank to

be a partner/friend60%

They crowdsource financial guidance online2

In an average month, Millennials drive 40% of the financial conversation on Facebook, generating

6.5 millionposts, comments, likes and shares

of money conversations on Facebook happen on mobile76%

THEY DISCUSS A RANGEOF FINANCIAL TOPICS Peer-to-peer payments

5.3

5.9Credit cards

Banking7.3

7.9Loans + mortgages

Investments8.8

And Millennials are banking on mobile

THEY PREFER MORE PERSONAL CHANNELS

Smartphone

49% Branch

36%Computer

9%Phone call

6%

61% 19% 11% 9%

Tracking moneyand spending

Making deposits/payments

Doingresearch

Finding ATMs/branches

Source unless otherwise specified: Facebook data (based on survey of 27,000 people on Facebook ages 18–65 in the US), Jan 6–8, 2016.

1 Facebook data for people ages 21–65 in the US with HHI $30k+, Jan 2016.2. Facebook data for people ages 21–65 in the US, July 15–Dec 15, 2015.3. Nielsen Answers, Jan 2016.

Average engagement per post

4%

Being debt free

Owning a home

Buyingexperiences

Being ableto retire

Buying nice things

46% 21% 16% 13%

Financial success

Because mobile has made banking better

of Millennials say they save money86%

US MILLENNIALS ON FACEBOOK ARE TRYING TO MAKE IT ALL WORK