ANALYSIS ON HIGH NETWORTH & ULTRA HIGH NETWORTH SEGMENTS

Transcription

1 ANALYSIS ON HIGH NETWORTH & ULTRA HIGH NETWORTH SEGMENTS 1

2 NUMBER OF ULTRA HIGH NET WORTH INDIVIDUALS IN 2013, BY REGION 2

3 ULTRA HIGH NET WORTH STEADY GROWTH The number of UHNW in Malaysia are expected to increase by 33% over the next 10 years to 739 by 2023 from 557 last year. 2% growth between 2012 and 2013 with nine new individuals joining the ranks. BUYING LUXURY PRODUCTS The sale of luxury segment is increasing in Asia. For instance: sports cars, Lamborghini Malaysia has increased since 2011 from about 200 units sold since it launched. 60 units were sold in Malaysia alone, in Singapore, 22 and over 350 in China. SENDING THEIR CHILDREN ABROAD 35% of Malaysian ultra high net worth individuals are planning to send their children to school overseas and 60% of them are planning to send their children to universities overseas PROPERTY INVESTMENT IN US AND EUROPE 38% of these Malaysians are planning to increase property investments this year and 25% are considering purchasing another home in the next 12 months. They are moving their investments from region to global centres such as US and Europe. SPEND THRIFT BENEFICIARIES Surprisingly one of the biggest concerns of UHNW individuals is Spendthrift beneficiaries- )one or two of the heirs are into extensive spending). They look for proper planning of their wealth by financial advisors whereby their money is not spent overnight by those spendthrift beneficiaries. Some of them are interest in Generation Skipping Trust. (for Grand Children) Source: The Wealth Report

4 HIGH NET WORTH GROWING RAPIDLY There were about 34,000 HNWIs in Malaysia, and this figure is projected to double by Net worth increasing from US$140 billion to US$330 billion by SOME PREFER TO STAY LOW PROFILE While some of them are from listed companies, some of them are so low profile you don't even know who they are but they have a manufacturing arm supplying products to China or to other areas. For those who want to recognition want a Celebrity like status MEDIA APPEARANCES thrill them PROPERTY INVESTMENT IN THE REGION Australia, Singapore and Thailand as the preferred destinations. Malaysians buy HOLIDAY HOMES OR SECOND HOMES in countries that they are familiar with, especially those who already investments in those countries KEEN EYE ON REGIONAL AND GLOBAL ECONOMY HNW individuals have a keen eye on regional and global economy they are aware of impacts of political situation on the economy and actively look for ADVISES THAT HAVE LONG TERM PERSPECTIVE SOCIALIZING WITH OTHER HNW INDIVIUALS Keenly looking for opportunities to meet individuals from other markets with similar profile to socialize and expand business Source: 4 Bank Negara/Ministry of Finance /The Wealth Report 2014

5 GOLF- A MULTIPURPOSE PASSION POINT Cuts across as the common sport amongst both HNW and UHNW individuals. It is used for multipurpose including networking, socializing and Travel. 5

6 THEY ARE ACTIVELY LOOKING FOR ONE-STOP SOLUTION FROM FINANCIAL INSTITUTIONS They are looking for one stop solution for multi purposes One solution that combines their investment in multiple markets and in multiple categories. For Instance: A product that combines income from different places so that it will generate income using fixed income bonds and high dividend yielding equities, and packages it all in a single product. 6

7 MEDIA TOUCH POINTS 7

8 Key Touch Points TRAVEL & GOLF SOCIAL MEDIA ATL 8

9 TRADITIONAL MEDIA 9

10 TRADITIONAL MEDIA HAS NOT LOST ITS EFFECTIVENESS Source:2011 report on Media Habits 10

11 TOP TV AND PRINT TITLES IN ASIA PACIFIC PRINT TV Monthly Reach Survey IPSOS - APAC 11

12 MOST WATCHED NEWS CHANNELS IN ASIA CNN BBC World News Channel NewsAsia Sky News Euronews Survey: IPSOS Survey 12

13 DIGITAL & SOCIAL MEDIA 13

14 SOCIAL MEIDA FACTS ABOUT THE TARGET AUDIENCE 1. Over 90% of high-net-worth investors participate on social media in some form. 2. Only 4% of investors currently interact with their advisor on social media, but 52% said they would connect with their advisor on social media % use LinkedIn more than Facebook, Google+, and Twitter combined. 4. 2/3 of High Net-Worth Investors visit LinkedIn and Facebook on a monthly basis. 5. The Ultra-Affluent ($5 million+ in investable assets) are passionate about investment research, with LinkedIn proving to be an invaluable resource. 6. In fact, high net-worth investors value financial content on LinkedIn and Facebook more than any other platform % of investors using social media do not have a financial advisor % of investors would perceive a financial company as innovative, a leader in the industry or on the cutting edge if they offered social media tools. - Source: Financial Social Media 14

15 TOP SOCIAL MEDIA PLATFORMS The number of HNW Individuals who use Facebook has increased from 26% in 2010 to 55% in 2013 The number of Ultra high net worth individuals who used Facebook jumped from 27% in 2010 to 52% The number of HNW individuals who use linkedin increased from 10% in 2010 to % to 73% in 2013 Amongst UHNW Linkedin usage grew phenomenally: jumped from 18% from 40% over the same period Source: Forbes 15 Source: Financial Social Media

16 TOP SITES VISITED BY HNW INDIVIUALS 32.3 Monthly reach Monthly reach Survey IPSOS - APAC 16

17 GOLF & TRAVEL AS MEDIA 17

18 GOLF CUTS ACROSS AS THE COMMON SPORT Interestingly, a large chunk of travel is also related to Golfing activities. Golf generally plays as the enabler to satisfy the need to socialize and travel for the both segments. The commonality between Golf and Business is often discussed which can be used as an activation platform for the TA. Potential to social media platform to bring together the various potential individuals through golf (Golf Social Media Platform for HNW & UHNW Individuals) 18

19 TRAVEL & FOREIGN INVESTMENT Mediums used during Travel such as: Airport branding is another important way of targeting HNW and UHNW audience Presence on Top Airports not just locally but in the most preferred travel destinations will help the financial advisors get attention of this wealthy group. Advisory service in terms of foreign investment is needed as both HNW and UHNW individuals are expanding their investment beyond borders especially for Second Home purpose. Education plans for their Kids/Grand children has the potential to create in-roads for potential customers 19

20 SUMMARIZING RECCOMENDATIONS DIGITAL & SOCIAL MEDIA Long term linkedin deal Top International News Portals CNN.com, Bloomberg & BBC (Int), Sin Chew, Star etc.. (Local) Creation of Golf networking portal ATL We are already considering some local buys We may look into international titles such as Times, Fortune, Economist. Local & International Business news sponsorship Channel Recommendation: CNN & BBC (Intl) Awani etc. (Local) 20

21 Thank you