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2014 Analyst and Investor Survey:
Trends in the Use of Digital & Social Media by the Investment
Community

Abu Dhabi
Beiji...
Executive summary

1

Investors’ consumption of digital media for investment research continues to rise

59%

26%
+7

Read...
Ranking of various information sources
Importance of information sources
Information direct from companies remained the highest ranked resource for investment
de...
Importance of information sources
(Average rank, lower figures mean they are more influential)
USA
Information direct from...
Information from companies
Face time with management remained the highest ranked resource made
available by companies them...
Rating information from companies
(Average rank, lower figures mean they are more influential)
USA
Direct interaction with...
Changing importance of information sources
Real-time subscription services and blogs are the media platforms that
grew the...
Syndicated services see a rise in value

Online-only Outlets
(Seeking
Alpha, Re/code, etc.)

40%
48%

Syndicated Subscript...
Impact of digital media
Most investors see the role of digital media increasing
Nearly three in four investors believe that the role of digital me...
Digital media driving issue investigation
Digital media sources remain a key information source, as investors are
proactiv...
Digital media driving investment decisions
Nearly one-quarter of Asian investors made an investment decision after
consult...
Appendix: approach and participants’
profiles
Digital media and investment decisions


Quantitative research with buy-side investors and sell-side analysts across the ...
Job role and type of investments

48% Sell-side

52% Buy-side

21%
Analyst / Researcher
Investment advisor /
Manager

Mutu...
Industry sector
Technology / Media /
Telecoms
Consumer

18%

Financial

33%
13%

Energy
Manufacturing / Industry

4%

8%
8...
Market cap focus

13%
24%
Small Cap - $250m up to $2bn
Mid Cap - $2bn up to $10bn

7%

30%

Large Cap - $10bn up to $100bn...
Region

20%
40%

US
EU
Asia

40%

Q1. Where is your usual place of work?

© BRUNSWICK | 2014 | 18
Age

3%
21%
20%

27%

Q15. Which age band do you fit into?

29%

20-29
30-39
40-49
50+
Refused

© BRUNSWICK | 2014 | 19
For more information please contact:
Jason Golz
Partner
jgolz@brunswickgroup.co
m
+1 415 671 7676

Sparky Zivin
Director
s...
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2014 Brunswick Investor Use of Digital and Social Media Survey

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Brunswick is pleased to announce the release of our fourth annual survey on digital media usage by the investment community. Key findings from the survey include:

• 70% of investors believe that the role of digital media will play an increasing role in future investment decisions
• 29% of investors are proactively following up on leads initially found on micro-blogging services, such as Twitter
• Twitter influence continues to expand, but its growing influence may be under-reported due to recent inclusion on other platforms, like Bloomberg
• In ranking their top sources, investors gave information direct from companies an average rating of 1.9, higher than any other source
• 35% of investors listed real-time subscription services, like Bloomberg, as becoming more valuable for their work, compared to 22% on our last survey

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  • Transcript of "2014 Brunswick Investor Use of Digital and Social Media Survey"

    1. 1. 2014 Analyst and Investor Survey: Trends in the Use of Digital & Social Media by the Investment Community Abu Dhabi Beijing Berlin Brussels Dallas Dubai Frankfurt Hong Kong Johannesburg London Milan Munich New York Paris Rome San Francisco Sao Paulo Shanghai Singapore Stockholm Vienna Washington, D.C.
    2. 2. Executive summary 1 Investors’ consumption of digital media for investment research continues to rise 59% 26% +7 Read blogs for work 2 Use social networks for work Use micro-blogging services for work Online engagement is increasingly driving investment decisions 58% 27% +1 Investigated an issue after reading a blog… 3 30% +2 +3 …then made an investment decision based on a mosaic constructed around that blog post Twitter influence continues to expand, but its growth may be under-reported due to recent inclusion on other platforms, like Bloomberg, which also jumped in importance 1 in 7 36% Investors made an investment decision based on a mosaic constructed around a tweet Investors in US who said real-time subscription services became more important this year © BRUNSWICK | 2014 | 1
    3. 3. Ranking of various information sources
    4. 4. Importance of information sources Information direct from companies remained the highest ranked resource for investment decisions (based on a scale from 1 to 7) Top information sources Top Information Sources in 2014 Average Rank Information direct from companies 1.9 Real time subscription information sources Trends by year* 3.3 1.0 2.0 2.0 1.9 Information direct from companies 2.0 Real time subscription information sources 3.0 3.4 3.0 3.3 Analyst research* 3.5 4.0 Primary market research 3.9 3.7 3.9 3.5 3.9 3.6 Analyst research* Primary market research 4.1 4.5 4.5 Online business media 5.0 Online business media 4.5 Print business media 5.3 Digital media 5.8 5.0 6.0 5.1 5.3 5.8 5.8 2012 2014 Print business media Digital media 6.1 7.0 2010 Q4. Please rank the following information sources by how much they influence your investment decisions or recommendations? * Indicates sell side and industry analyst research for buy-side analysts; indicates industry analyst research for sell-side analysts Reported by mean of rankings © BRUNSWICK | 2014 | 3
    5. 5. Importance of information sources (Average rank, lower figures mean they are more influential) USA Information direct from companies Europe 2.0 2.0 2.0 1.8 2.1 2.1 Real time subscription information sources Primary market research 3.4 3.4 3.3 Online business media Print business media 3.5 4.0 4.7 4.1 4.1 3.8 3.5 4.0 3.3 3.3 3.3 3.4 3.8 4.4 4.4 4.3 3.0 3.3 4.2 4.6 4.0 5.5 5.3 5.2 2014 Digital media 1.8 2.1 3.0 3.1 3.0 3.3 3.4 3.0 Analyst research* Asia 5.8 5.8 6.0 2012 2010 5.1 4.6 5.0 5.0 4.9 5.9 5.8 6.3 5.5 5.0 2014 2012 2010 2014 5.9 5.7 2012 Reported by mean of rankings Q4. Please rank the following information sources by how much they influence your investment decisions or recommendations? * Indicates sell side and industry analyst research for buy-side analysts; indicates industry analyst research for sell-side analysts © BRUNSWICK | 2014 | 4
    6. 6. Information from companies Face time with management remained the highest ranked resource made available by companies themselves (Based on a scale from 1 to 7) Top direct from company information sources Top Company Information Sources in 2014 Direct interaction with management Average Rank Trends by year* 1 2 2.4 2.4 2.5 2.4 Direct interaction with management Conference calls, webcasts Conference calls, webcasts 3.4 3 3.2 3.5 3.4 Regulatory filings 3.4 3.5 3.8 4 3.4 3.5 Regulatory filings 3.8 Company news releases 5.4 Investor / corporate presentation 4.1 Company news releases 3.5 Investor / corporate presentation 5 5.3 5.4 Company website 3.8 6 6.5 Company website 6.7 5.4 Company digital/social media presence 6.9 Company digital media presence 7 6.5 2010 2012 2014 Reported by mean of rankings Q5. Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations? © BRUNSWICK | 2014 | 5
    7. 7. Rating information from companies (Average rank, lower figures mean they are more influential) USA Direct interaction with management Europe Asia 2.6 2.4 2.3 2.6 2.7 2.5 1.6 2.5 Conference calls, webcasts 3.3 3.2 2.9 3.5 3.6 3.5 3.3 3.8 Regulatory filings 3.4 3.3 3.2 3.4 3.6 3.6 3.6 3.6 Company news releases 3.5 4 3.7 3.4 4 3.2 3.7 4.2 Investor / corporate presentation 3.9 3.7 3.5 3.5 3.6 3.5 4 4.3 Company website Company digital media presence 5.5 5.6 5.5 6.3 7.1 6.6 5.2 5.4 5.2 2014 2012 2010 5.7 5.1 6.7 7 6.7 2014 2012 2010 6.6 6.5 2014 2012 Reported by mean of rankings Q5. Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations? © BRUNSWICK | 2014 | 6
    8. 8. Changing importance of information sources Real-time subscription services and blogs are the media platforms that grew the most in importance according to investors Percent saying each technology has become more important this year Real time subscription services Blogs Traditional business media - Online 53% 42% Europe 40% 36% USA 28% Asia Europe 20% USA USA 40% 29% Asia Europe 20% USA Asia Traditional business media – Print, Radio, TV Social Networks 13% Europe 29% 21% 11% Asia 6% 11% Europe USA Asia Q6. {MULTIPLE RESPONSE] Which, if any, of the following information sources have become more important to you in your job in the past year? © BRUNSWICK | 2014 | 7
    9. 9. Syndicated services see a rise in value Online-only Outlets (Seeking Alpha, Re/code, etc.) 40% 48% Syndicated Subscription Services (Bloomberg, Reuters, etc.) 35% 22% Traditional Media's Online Properties (WSJ.com, NYTimes.com, etc.) Social Media (LinkedIn, Facebook, Twitt er, etc.) 16% 18% 9% 12% 2014 2012 Q9. (OPEN-ENDED) Please list which digital media sources provide you with the most valuable information for your work? Please list these in order of importance to you. © BRUNSWICK | 2014 | 8
    10. 10. Impact of digital media
    11. 11. Most investors see the role of digital media increasing Nearly three in four investors believe that the role of digital media will play an increasing role in future investment decisions; Investors in Asia believe this most strongly 4% 6% 23% Yes, definitely Yes, probably No, probably not No, definitely not Unsure 70% Increasing Role Europe Asia 64% 21% USA 70% 79% 47% Q12. Do you think that digital media such as blogs, micro-blogging services or social networking sites will play an increasingly important role in investment decisions in the future? © BRUNSWICK | 2014 | 10
    12. 12. Digital media driving issue investigation Digital media sources remain a key information source, as investors are proactively following up on leads initially found online Information source prompting further investigation Information source by year Information source in 2014 by region 70% USA +1 40% 10% 14% 29% 29% 28% 20% 28% 25% 23% 52% 54% 2014 62% 54% 55% 2012 29% 26% 35% 22% Blogs Blogs 50% 30% Asia 25% 44% 30% 21% 39% 19% 37% 26% 25% 25% 14% 21% 44% 58% 52% 31% 67% 33% 57% 60% Europe +1 -1 +2 Microblogging services Message boards Micro-blogging services Message boards 11% Social networking sites 0% 2010 2012 2014 Q10. Have you ever read any information posted on a blog, micro-blogging service or social networking site that has prompted you to investigate an issue further for your work? © BRUNSWICK | 2014 | 11
    13. 13. Digital media driving investment decisions Nearly one-quarter of Asian investors made an investment decision after consulting a micro-blog, doubling the frequency of other regions Information source prompting investment decision Information source by year 30% Information source in 2014 by region 27% USA +3 24% 25% Blogs Blogs 20% Asia 28% 25% 28% 2014 24% 22% 28% 2012 10% 12% 23% 4% 14% 24% 9% 9% 20% 7% 9% 19% 4% 7% 4% 7% 15% 21% 18% 14% 15% 12% 11% 10% 10% 5% Europe 5% 4% 9% 7% 2% -2 Message boards Social networking sites Message boards Social networking sites 0% 2010 +2 +1 Micro-blogging Micro-blogging services services 2012 2014 Q11. Have you ever made an investment decision or a recommendation after initially sourcing information from a blog, micro-blogging service or social networking site, which then led you to conduct additional research? © BRUNSWICK | 2014 | 12
    14. 14. Appendix: approach and participants’ profiles
    15. 15. Digital media and investment decisions  Quantitative research with buy-side investors and sell-side analysts across the U.S., Europe and Asia, designed to understand usage of digital media in the investment process.  Online data collected between October 15 and November 1, 2013.  Invitations were sent to individuals from a subscription database, in USA, Europe or Asia. The following job titles were invited: ― Buy side: Analyst, Portfolio Manager, Portfolio Manager / Analyst, Director of Research, Research Associate ― Sell side: Analyst, Director of Equity Research, Research Associate  Data presented in the 2014, 2012 and 2010 surveys have been weighted by country to allow accurate comparison.  The survey included a sample size of 472 investors and had a margin of error of 4.5%. © BRUNSWICK | 2014 | 14
    16. 16. Job role and type of investments 48% Sell-side 52% Buy-side 21% Analyst / Researcher Investment advisor / Manager Mutual fund 48% 11% Other sell-side Hedge fund 5% 11% 2% 1%1% Q2. Do you describe yourself as a buy-side investor or a sell-side analyst? Q3. Which of the following best describes your role and the type of investments you are responsible for? Pension fund Insurance company Other buy-side © BRUNSWICK | 2014 | 15
    17. 17. Industry sector Technology / Media / Telecoms Consumer 18% Financial 33% 13% Energy Manufacturing / Industry 4% 8% 8% 2% 4% 4% Healthcare 5% Q13. What is the primary industry sector you cover? Utilities © BRUNSWICK | 2014 | 16
    18. 18. Market cap focus 13% 24% Small Cap - $250m up to $2bn Mid Cap - $2bn up to $10bn 7% 30% Large Cap - $10bn up to $100bn Other currency Not specified 27% Q14. What is your market cap focus? Please indicate which currency. © BRUNSWICK | 2014 | 17
    19. 19. Region 20% 40% US EU Asia 40% Q1. Where is your usual place of work? © BRUNSWICK | 2014 | 18
    20. 20. Age 3% 21% 20% 27% Q15. Which age band do you fit into? 29% 20-29 30-39 40-49 50+ Refused © BRUNSWICK | 2014 | 19
    21. 21. For more information please contact: Jason Golz Partner jgolz@brunswickgroup.co m +1 415 671 7676 Sparky Zivin Director szivin@brunswickgroup.co m +1 202 393 7337
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