Product 2/3

1. Introduction
2. Executive Summary
3. The Wealth Market Demographics
4. Financial Advertising Expenditure and the Wealth Market
5. The Financial Industry’s Choice of Advertising Media
6. The Media Preferences of HNWs and Ultra HNWs
7. The Financial Supplier Qualities Sought by HNWs and Ultra HNWs
8. Bank Usage, Advertising Awareness and Quality Ratings
Appendix One
Appendix Two
Appendix Three
Appendix Four

1. Introduction
Figure 1: The distribution of liquid financial assets within the wealthiest 5% of individuals in the UK
Figure 2: The Distribution of liquid financial asset wealth within the Ultra HNWs and the super rich
Figure 3: Asset allocations within the HNW/Ultra HNW wealth market

2. Executive Summary
The UK wealth market
Financial advertising expenditure
Wealth products marketing expenditure
The financial industry’s choice of advertising media
The media usage of the HNWs & the Ultra HNWs
The qualities sought in banks and investment suppliers

3. The Wealth Market Demographics
Figure 4: The make-up of the HNW target market, by investment decision responsibility and gender
Figure 5: The make-up of the HNW target market, by region and age group
Figure 6: The occupational make-up of the HNW target market

4. Financial Advertising Expenditure and the Wealth Market
Figure 7: Financial advertising expenditure, 2003 v 2007
Figure 8: Financial advertising expenditure, 2003 v 2007
Figure 9: Asset management advertising expenditure, 2003 v 2007
Figure 10: Financial advertising expenditure, 2003 v 2007

5. The Financial Industry’s Choice of Advertising Media
Figure 11: Financial advertising media usage, 2007
Figure 12: Financial advertising: media usage in 2007
Figure 13: Financial advertising: media usage in 2007

6. The Media Preferences of HNWs and Ultra HNWs
Television
Figure 14: HNW/ ultra HNW TV viewing hours 2003 v 2007
Figure 15: Weekly TV viewing hours by liquid wealth
Figure 16: TV channel viewing preferences
Newspapers
Figure 17: Newspaper readership, 2003 v 2007
Figure 18: Newspaper readership by liquid wealth
Specialist financial & investment magazines
Figure 19: Finance magazine readership
Figure 20: Finance magazine readership
Internet or web usage
Figure 21: Internet usage for banking or investment purposes
Figure 22: Internet usage for banking or investment purposes
Radio listening
Figure 23: Weekly radio listening hours 2003 v 2007
Figure 24: Weekly radio listening hours by liquid wealth
Figure 25: The two radio stations most listened to
Direct mail
Figure 26: The financial direct mail
The perceived value of media financial information and advice
Figure 27: The value of the media
7. The Financial Supplier Qualities Sought by HNWs and Ultra HNWs
Figure 28: The distribution of liquid financial asset wealth within the wealthiest 1% of individuals in the UK
Figure 29: The most important qualities for financial suppliers
8. Bank Usage, Advertising Awareness and Quality Ratings
Figure 30: Investment product suppliers
Figure 31: Usage of professional advisers
Figure 32: the HNW and Ultra HNW approach to investment
Figure 33: Financial supplier ratings
Appendix One
The Tulip Wealth Model
Appendix Two
Technical note
Appendix Three
About Tulip Financial Research
Appendix Four
Data tables 1-17
Table 1: Q1: For this survey we need to interview a wide range of investors. Would you tell me which of these best describes the value of the total savings and investments held by you and your family? By this I mean things like savings accounts, private or public company shares, unit or investment trusts, bonds or other investments including property bought as an investment, but not your main home or a second home, is it... by profile
Table 2: Q2: Are you mainly or equally responsible for investment decisions made by your household? by Profile
Table 3: Q3: Which of these kinds of investment do you or your family currently own? by profile
Table 4: Q4: For which have you seen or heard any advertising or promotion in the past year or so? by profile
Table 5: Q5a: Where did you see advertising or promotion for ..........., in the press, on TV, on the radio, on posters, on direct mail on the internet or somewhere else? by profile
Table 6: Q7: How important is each of these attributes to you when choosing a financial service provider; say a bank or an investment manager? Is .......... essential or very important? by profile
Table 6: Q7: How important is each of these attributes to you when choosing a financial service provider; say a bank or an investment manager? Is .......... essential or very important? by profile
Table 7: Q9: How many hours of TV do you watch in an average week? by profile
Table 8: Q10B: And which comes second? by profile
Table 9: Q11: Which of these newspapers do you read regularly? by profile
Table 10: Q12 Which of these financial and business magazines do you look at regularly or from time to time? by profile
Table 10: Q12 Which of these financial and business magazines do you look at regularly or from time to time? by profile
Table 11: Q13A: How frequently do you access the Internet at home for financial, banking and investment information or other financial services: is it... ? by profile
Table 12: Q13B: How frequently do you access the Internet at work for financial, banking and investment information or other financial services: is it? by profile
Table 13: Q13: How frequently do you access the Internet at home/ work for financial information or other financial services: is it? by profile
Table 14: Q14: How many hours of radio do you listen to in an average week? by profile
Table 14: Q14: How many hours of radio do you listen to in an average week? by profile
Table 15: Q18: And do you open and glance at... by profile
Table 16: Q19: Which of these media do you find useful for financial and investment information or advice? Is that very useful or useful? by profile
Table 17: Q27: Would you tell me which of these income bands best matches your household's annual pre-tax income from work, pension, investments and any other financial resources that you have? by profile