Millionaires Prefer Facebook
A new study shows that 46% of online users with investable assets of $1 million or more are members of Facebook, up from 26% a year ago. The survey, by Spectrem Group, showed that millionaire’s use of Twitter has declined, from 5% to 3%.
They also remained fairly cool to LinkedIn. Only 19% of millionaires used LinkedIn – unchanged from a year ago.
Plenty of earlier studies have shown that more than half of millionaires are on Facebook – even if they rarely have time to actually use it. But the Twitter and LinkedIn numbers are somewhat surprising, given that both would seem to appeal to a more business-minded, time-pressed elite.
Apparently not. One reason may be that Twitter is a more open network, which makes it more difficult for control-freak millionaires to manage who follows them. On Facebook, you can more easily manage access to information.
Another is that Twitter is largely a broadcast tool, while Facebook is more of a network builder. The rich value personal networks more than online megaphones.
But age also plays a role. According to the study, among those with $5 million or more in investable assets, the boomers are slightly more likely to use Facebook than the youngest investors — 56% vs. 50%, respectively. (Warren Buffett is an exception, of course). Twitter was generally more popular with the younger-millionaire crowd.
They also are split on where they get their financial news. Millionaires younger than 55 years old are at least twice as likely as those ages 55-64 to get their information from social media than from traditional media outlets.
Thankfully, blogs remain popular among all millionaires. Nearly one-third of investors worth $5 million or more say they either read or would read blogs by trusted financial advisers.