Media Use by Ultra High Net Worth Individuals 2020

*Press embargo until July 15, 2020

Northrop & Johnson’s recent client survey zeroeS in on Ultra high net worth individual media usage, garnering interesting information regarding both social media and traditional media.

SOCIAL MEDIA

Client question: Which of the following social media platforms do you use on a regular basis?

Nearly 7 in 10 of Northrop & Johnson’s UHNW clients use social media regularly, with LinkedIn (36%), YouTube (35%) and Facebook (34%) each cited by about one-third of respondents, and all grouped within the margin of error. Instagram, which is popular with travel marketers, had a 25% response, followed by Twitter at 13% and WeChat at 4%.

With a social media strategy focused on LinkedIn, YouTube, Facebook and Instagram, Northrop & Johnson has been successful in reaching its clients and broader audience through engaging and informative content they enjoy and find helpful. The company’s recent implementation of more captivating videos and content that portrays the luxury lifestyle and memorable experiences created through yachting has resulted in increased post engagement, followers, website traffic and inquiries.

TRADITIONAL MEDIA

Client question: Which of the following newspaper, magazines & websites do you read/access regularly?

The strong relationship between its brokers, the Northrop & Johnson brand, and its UHNW customers is underscored when respondents were asked about which media platforms – newspapers, magazines, and websites – they use on a regular basis.

NorthropandJohnson.com was cited most frequently (51%) pointing to both users’ passion for yachting and extensive lifestyle information available, including reports from high-end watch and auto shows, updates on private aviation, and other areas of interest.

Local newspapers (46%) are the most used mainstream media source by UHNWIs followed by The Wall Street Journal (38%), Embark, Northrop & Johnson’s monthly e-newsletter (36%), The New York Times (31%), Bloomberg (31%), Fox News/Fox Business (27%), Navigator, N&J’s lifestyle magazine (24%), Travel + Leisure (23%), Robb Report (22%), CNBC (18%), Financial Times (18%), N&J hospitality events (17%), Conde Nast Traveler (17%), Departures Magazine (13%), Seascapes, N&J’s annual charter guide (12%), Town & Country (9%), and Elite Traveler (8%).