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In this article, we will learn about people with financial interests. The report is based on Tencent data platform, and analyzes and mines the data of financial people. It provides detailed descriptions of financial segments in five major aspects and targeted marketing suggestions, hoping to bring inspiration to everyone.

Research Description

1. Definition of financial interest groups

Based on the deep learning mining of algorithms across all Tencent products, we identify people who have shown commercial interest in the "finance" industry and active behavior on related apps in the past month, or people who have clicked on "finance" industry advertisements on Tencent News, Tencent Video, and Tencent.com in the past three months.

2. Key indicators

TGI: The TGI index is based on Tencent's market cap, reflecting the differences in various indicators between the financial population and Tencent's market cap users. If the proportion of the population is the same as the market cap, the index is 100; if it is higher than the market cap, the index is greater than 100; otherwise, it is less than 100.
Here our data judgment standard is that when TGI>110, we believe that the real estate interest group is significantly higher than Tencent's general users in certain characteristics, which is highlighted in orange in the data chart.

3. Main conclusions

Based on data analysis, it is found that the age distribution of people with financial interests is very wide, and people of different ages have great differences in financial interests and investment consumption concepts.
We further divide the population into two categories based on age: consumer-oriented financial management novices and investment-oriented financial management experts.

In the previous article, we have conducted an in-depth analysis of the consumer population. In this article, we will talk about the analysis of the investment-type financial management experts.
We will deeply analyze the characteristics of the two groups of people from the following five aspects and provide corresponding marketing insights and suggestions.
User attribute characteristics
Investment and financial management preferences
Behavioral interest characteristics
Marketing insights and recommendations
Investment and financial management experts

1. User attribute characteristics

Users in core cities with high education account for a large proportion, and male users pay more attention to it

Among the financial management experts, more men show attention and interest in financial information than women.

Among them, more are concentrated in core cities (Beijing, Shanghai, Guangzhou) and key cities (Shenzhen, Chengdu, Wuhan, Dalian, Shenyang, Tianjin, Hangzhou, Ningbo, Nanjing, Chongqing, Changsha, Wuxi, Qingdao and Suzhou, etc.).

In addition to the high proportion of people with bachelor's degrees, this group has a more prominent proportion of people with higher education (master's and doctoral degrees) compared to most of their peers.
When you start a family and a career, you earn a lot but your expenses are also high. Investment and financial management require both ability and motivation. Real estate is a basic need and also an investment.

Among the people who are good at financial management, most have passed the stage of personal struggle when they first entered the workplace and have a considerable and stable income. While they have a certain economic foundation, their living expenses have increased due to starting a family and a career, so they have more capital and motivation for financial management.

Real estate is a basic need for families and also a form of investment. From the perspective of real estate interest, people with financial management skills have a significantly higher interest in "ordinary residences" than the overall market. At the same time, they pay more attention to "real estate finance" and related information on real estate investment.

2. Money consumption concept

When you make money, you must also know how to enjoy it. Buy only good things, not expensive ones, and don’t be a sucker even if you have a lot of money.
People who are good at financial management, while working hard to make money and raise children, houses and cars, also know how to enjoy life and are more willing to spend on luxury goods and high-end services.
When shopping online, they prefer small and beautiful "vertical e-commerce" and "fresh food e-commerce" apps more than others, and they also use price comparison software to choose more favorable purchasing methods.

3. Investment and financial management preferences

Assess the situation and invest in multiple areas to resist risks

Financial management experts have accumulated a certain amount of capital, and also have mature financial management concepts and practical experience. Compared with financial management novices, they pay more attention to news and current affairs, especially financial and military information from official channels, so as to grasp the wind direction and make correct judgments and decisions in investment.

In terms of their preferred financial management methods, they are very active in various investments, including funds, stocks, insurance, precious metals, foreign exchange, futures, etc. They will balance risks and adjust returns according to their own circumstances. They believe in not putting all eggs in one basket.

4. Behavioral interest characteristics

I am used to listening to music on the radio and prefer pure music.

In addition to listening to music online, people with financial management skills also use the "radio station" app significantly more than the general public. In the Internet age, they still retain the habit of listening to music on the radio.

In terms of music type preference, financial experts prefer pure music, especially "mainland pure music", which accounts for a significantly higher proportion than the market as a whole.
I am not addicted to games, but I like to play small games and chess and cards. Games are just a way to interact with friends and pass the time.

In general, people who are good at financial management are not heavy game users. They spend less time on games and have a lower willingness to pay.

They prefer casual puzzle games, as well as chess, card and gambling games. They also like to raise virtual pets, but they are not too addicted to them and mainly play them to kill time.

Get used to watching videos on PC, change the way to watch TV

Unlike financial novices, financial experts are more accustomed to watching videos on PC in a WiFi environment.

In addition, compared with new online program formats, they are still accustomed to watching traditional TV programs on mobile Internet devices, and the activity level on "Live TV" apps is higher than the overall market.

The preference for information-related video content is higher

Unlike financial novices who prefer entertaining content, financial experts pay more attention to serious and practical information in their video content preferences.
For them, watching videos is an important way to obtain information, helping them understand the world and live a better life.

5. Marketing insights and suggestions

Considering the active nature of financial experts on Tencent Video, we recommend focusing on advertising on PC and during daytime hours.

Financial management experts are more active during the daytime hours of 8:00-12:00 and in the evening between 17:00-18:00.

Unlike financial novices, this type of users are accustomed to watching news and information content in the morning.

Financial experts are highly active users of Tencent News, especially in the morning and evening.

The proportion of financial management experts in Tencent News in various time periods is generally higher than the overall market, and their activity level is very high.

The high-activity periods are 7:00-10:00 and 18:00-23:00.

In advertising materials, emphasizing the high return on investment or sharing the financial management experience of professionals can attract such users.

This type of users have accumulated a certain amount of financial management experience. On the one hand, they will pursue higher investment returns, and on the other hand, they will carefully consider investment risks. Therefore, emphasizing the authority and professionalism of financial management methods can better gain their trust.