More than one-third of financial advisers use social media to connect with clients, according to a new survey.

The most-used platform for sharing business information is LinkedIn, while Facebook is the top choice for sharing personal content with clients, the study commissioned by Zurich Financial Services Australia shows.

Zurich GM Retail Life & Investments Philip Kewin says advisers have embraced social media as a mainstream communications channel.

“This demonstrates that the next generation of advisers is helping shape the future of the industry through their enthusiasm and understanding of social media as an effective business development and communications tool,” he said.

“Of those advisers who are connected to their business development manager via social media, 59.9% interact on business issues only compared with 39.7% who mix both business and social issues.”

Mr Kewin says the most prolific users are younger advisers who have been in the industry five to 10 years.

“The survey finds female advisers are more likely to use social media, with 44% saying they shared some sort of content with their clients, compared with 32% of their male counterparts.

“This latest survey indicates that its relevance and use as a business tool is continuing to grow at a considerable rate.”

Beaton Research questioned more than 200 advisers for the survey.