The Affluent Millennial

Opportunity

Simon Wake Managing Director

Ipsos MediaCT Australia

mil •

A F F L U E N T

ni•

IN THE 1980 S OR 1990 S als

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

*Significantly greater than Genx and Aff. Genx

Likelihood to Try Services from a

Non-FS Brand

Affluent Millennials Are Open to

FS Offerings from Traditionally

Non-FS Brands

37%

45%

24% 24%

MIL

LE

NN

IALS

GE

NX

AF

FLU

EN

T

MIL

LE

NN

IALS

AF

FLU

EN

T G

EN

X

*

*

16.30%

32.60%

23.40%

10.50%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

All GenX

Affluent GenX

Affluent Millennials

All Millennials

Millennials are becoming financially savvier Though are still lacking the confidence in investment and portfolio management

exhibited by their previous generation

Millennials Seek Involvement & Control

in Financial Decisions

51% 50%

43%

40% 38%

40% 42%

48%

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

AF

FL

UE

NT

MIL

LE

NN

IAL

S

AF

FL

UE

NT

GE

NX

MIL

LE

NN

IAL

S

GE

NX

MIL

LE

NN

IAL

S

GE

NX

S O L O I S T V A L I D A T O R

Affluent Millennials believe social

networks will be the hub of all their

financial information in the future 1in 3

34%

23%

12%

AFFLUENT

MILLENNIALS MILLENNIALS GENX

VS

Seek content from financial companies on social networks

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

How relevant is educational content/information to you?

Millennials Find Financial Education Most Relevant

AFFLUENT, 70%

AFFLUENT, 63%

MILLENNIALS, 53% GENX, 46%

Millennials are more interested

in learning about retirement

planning on social networks

than GenX (43%vs. 20%)

2x MORE

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

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

71%

27%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

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

53%

37%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

P E R S O N A L L O A N S

56%

11%

AFFLUENT

MILLENNIALS

AFFLUENT

GENX

Thought leadership, personal loans, and product reviews top

content for Millennials on social networks

Mobile is at the core of how Millennials are engaging with FS

institutions, and is key to how they manage their finances

58.10%

62.40%

42.50% 42.30%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Hu

nd

red

s

All

Millennials

All

Genx

Total Affluent

Millennials

Total Affluent

Genx

% using mobile apps to make payments / transfers

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

74%

Affluent Millennials

think the Great

Australian Dream is

possible 66%

Affluent GenX

vs.

Affluent Millennials are more likely than

general Millennials to be confident in the

country’s economic future (20%

Millennials vs 39% Affluent Millennials)

2x MORE LIKELY

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

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

Affluent Millennials Will Sacrifice Now For The Future

*Significantly greater than Genx

M I L L E N N I A L S G E N X

To t a l : 4 3 % *

A f f l u e n t : 5 0 %

To t a l : 3 2 %

A f f l u e n t : 5 2 %

A C T N O W

B U I L D D I A L O G U E

& T R U S T W I T H

E D U C AT I O N A L

C O N T E N T

B E W H E R E Y O U R

A U D I E N C E I S

Seize the Affluent Millennial Opportunity