SOCIALMEDIASTUDIES 2016

FIGURE 4

“ day whe socia medi wa onl for teenager ha com t a en . I i n longer teenager’ gam , now i shoul b considere ke par of an

PERCENTAGE OF ASSET MANAGERS ACTIVE ON SOCIAL MEDIA

100%

9%

80% 90% 70% 60% 50% 40% 30% 20% 10%

21%

compan ’ digita marketin -m ”. Mathew Greenla Hea of Digita Deliver Aberdee Asse Managemen

51%

68%

40%

11%

0%

2013

2016

Do not use Social Media Active on Social Media Interactive

Source: PwC Market Research Centre

FIGURE 5

This trend is driven by the growing importance of social media as communication channels in people’s daily lives, and also because they are no longer seen as a trendy pursuit with little relevance for the business community and the asset management industry. Furthermore, these networks create a direct digital bridge to interact with end-investors, distributors, financial advisors and institutional investors.

PERCENTAGE OF ASSET MANAGERS ACTIVE ON SOCIAL MEDIA BY COMPANY SIZE

100% %of rmshavingat leastoneactiveaccountdedicated toassetmanagement

93%

92%

80% 90% 70% 60% 50% 40% 30% 20% 10%

83%

81%

77%

63%

COMPANY SIZE DOES NOT MATTER ANYMORE

48%

46%

In 2013, we found that the larger the firm in our sample, the more likely it was to use social media. At that time, only 46% of promoters managing less than €150bn had an active account dedicated to asset management compared to 77% for those managing more than €500bn. The situation has changed in 2016. Today, whatever the size of the asset managers, at least 80% are present on social media. In 2016, 81% of small firms managing less than €150bn are using social media, while those which manage more than €500bn jumped to 92% (see figure 5).

0%

< 150bn

Between 150bn and 250bn

Between 250bn and 500bn

> 500bn

2013

2016

Source: PwC Market Research Centre

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