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India and China are the major emerging contributors to Asia-Pacific's mass affluent population growth. Insights about the mass affluent banking market in addition to the spending behavior of the mass affluent with an emphasis on the banking sector offers a perspective on the key factors that are driving and generating new opportunities for the mass affluent market. Europe has the largest mass affluent population, while Asia-Pacific's is the fastest-growing.

Social media marketing has gained increased focus, and retail banks are changing their business models and product offerings to cater to the ballooning market of social media users. The increasing prevalence of the internet and widespread adoption of smartphones have fuelled social media expansion, with more than half the internet population now engaged in social networking. Although the use of social media remains risky territory for many banks, some have started to explore opportunities in this channel. However, despite initial skepticism by retail banks, social media is expected to emerge as a key complimentary channel for business development. Banks are expected to focus more on synergies that can be generated by social media and other key channels over the next five years.