LinkedIn: the constant financial guide for the UAE’s most wealthy The United Arab Emirates’ most affluent consumers aren’t just on LinkedIn – they are on LinkedIn almost constantly. And that makes our platform one of the most familiar and trusted sources of content for guiding their financial decisions. New audience research for the UAE shows that nearly three-quarters of the country’s high net worth individuals, using social media, are LinkedIn members and virtually all of these (92%) use LinkedIn several times a week with 74% doing so from smartphones and 77% using tablets. Besides connecting with colleagues and creating professional content, the country’s affluent LinkedIn members nominate following experts, influencers and brands as amongst their top reasons for using the platform. The expertise that they find on LinkedIn guides both personal and business decision-making – and has a particular influence over how they choose to invest their own money. Of all of the UAE’s high net worth individuals who use social media, 78% will use them for at least one financial purpose: 74% keep up-to-date about current financial trends, 71% research products, policies and institutions, 60% use social media to evaluate their financial decisions and 57% recommend financial products, policies and services. This range of uses gives social media a key role at each stage of the decision journey. And as the high net worth audience’s most trusted social media source of financial information, the vast majority of this influence plays out on LinkedIn. Scroll down to learn more about UAE’s high net worth individuals in our infographic, and learn more about this key segment in our audience section.

1. High Net Worth Individuals in the UAE are increasingly engaging
with social media for financial purposes – representing a
significant opportunity for finance marketers to build relationships.
O N S O C I A L M E D I A
HIGH NET WORTH INDIVIDUALS ARE
ENGAGED ON SOCIAL MEDIA
92% OF HIGH NET WORTH INDIVIDUALS IN THE
UAE ACCESS LINKEDIN SEVERAL TIMES A WEEK
MARKETERS MUST UNDERSTAND HOW THIS
AFFLUENT AUDIENCE IS USING SOCIAL MEDIA
78% OF THE HIGH NET WORTH AUDIENCE IN THE
UAE WHO USE SOCIAL NETWORKS WILL USE THEM
FOR AT LEAST ONE FINANCIAL PURPOSE
In the UAE, High Net Worth Individuals use
LinkedIn more than any other social media site
access LinkedIn via a mobile device
Top reasons High Net Worth Individuals use social media
73% 72%
63%
37%
29%
1.Connect/reconnect
with colleagues
2.Read updates/posts
and stay up-to-date with
colleagues and friends
74%
71%
60%
57%
GATHER PRELIMINARY INFORMATION ABOUT
FINANCIAL PRODUCTS, POLICIES OR INSTITUTIONS
KEEP UP-TO-DATE WITH CURRENT FINANCIAL TRENDS
RE-EVALUATE A FINANCIAL DECISION
THAT HAS ALREADY BEEN MADE
RECOMMEND A FINANCIAL
PRODUCT, POLICY OR SERVICE
LinkedIn is the most
trusted social media
source for financial
information
gather information
about investing,
products, or
companies
SOCIAL MEDIA IS AN IMPORTANT PURCHASE
DRIVER FOR HIGH NET WORTH INDIVIDUALS
AND HAS A PURPOSE THROUGHOUT THEIR
FINANCIAL DECISION JOURNEY
THE INFLUENCE OF SOCIAL MEDIA AMONG THIS
AFFLUENT AUDIENCE IS SET TO CONTINUE:
DISCOVER
seek advice or
information to help
make an investment
decision
EXPLORE
believe social media will become more
influential over the next 12 months
1in5
believe social media is influential
when forming opinions about
financial products/services and
All data is from commissioned Join the Dots research study, UAE data Q4 2013
48%
%
USE SOCIAL
MEDIA
I N D I V I D U A L S
N E T
W O R T H
H I G H
3.Create professional
content
4.Follow experts,
influencers, companies
& brands
share a personal
experience had with
a financial product,
service or company
ADVOCATE