The growth in the use of social media among financial advisers is well ahead of the rest of the community, according to research commissioned by Zurich.
The study, conducted by Beaton Research and Consulting, found advisers’ usage of Twitter had grown by 123%, and LinkedIn by 74%, since December 2011. Both figures were found to be well ahead of the average growth seen in the Australian online community of 20% (Twitter) and 34% (LinkedIn).
There was also an increase in the number of advisers utilising video platform YouTube (56%), and Facebook usage grew by 36%.
Zurich’s General Manager Retail Life and Investments, Philip Kewin, said the research proved beyond doubt that Australian advisers had recognised the importance of social media across the business value chain.
“Since late 2011, we have seen extraordinary growth in advisers using social media; especially the more business and news related platforms, such as Twitter, Linkedin and YouTube,” Mr Kewin said.
“These latest figures show the extent to which advisers are embedding social media into their everyday business operating model, from lead generation to customer care strategies.”
According to Mr Kewin, the usage of social media corresponded with a growth in the use of mobile devices, especially tablets.
We are very close to that tipping point where more online activity will be conducted from a mobile device than from desktops
“Historically there have been many barriers to uptake of social media, including the amount of time needed to monitor and create content, but the widespread adoption of tablets, especially the iPad, has made it quicker and easier to access social platforms..
“Our own research from late 2012 estimated that over one third of advisers were already actively using tablets as a client engagement tool.
“We are very close to that tipping point where more online activity will be conducted from a mobile device than from desktops, and advisers should consider adopting the ‘mobile first’ philosophy already seen in other industries reliant on online channels,” he said.
To coincide with the release of the findings, Zurich has developed an infographic which summarises the results. Click here to view.
