2. The Investors Chronicle is one of our oldest brands Hot off the press is our latest audience research 1,302 responses / 516 opted in to the IC Panel Topline findings Bringing our readers to life – 6 IC personas The Apprentice Future Planner Pleasure Investors Affluent Dabblers Active Accomplished Seasoned Investors
3. Investing habits Why? ‘To make more of my money than leaving in the bank’, ‘I enjoy investing’ Investment portfolio worth (on average) £578,116 66% have been investing for more than 10 years Considered individuals, many of whom make their own investment decisions Hold wide range of investment products We know what investments they currently hold … and what they are considering in 2011 Have alternative investments – Buy to let property and Wine / Antiques / Art 76% check portfolio at least weekly (36% several times a day) Nearly a third of readers (27%) make more than 20 UK FTSE trades per year
6. Average investment portfolio: £578,116 Average net worth: £ 1,258,894 31% since 2007 Average liquid assets: £ 538,357 25% since 2007
7. The IC in print and online Why read? For share tips, columnist tips, features and stock screens etc Company results & news to validate investment ideas (77%) 25% of subscribers have been reading for 10+ yrs 20% will pick up and refer to the current issue more than 4 times, rising to 29% for an archived copy IC online 54% visit IC online weekly, 22% visit daily Go online for more of the same – Share tips, companies information, Company & share price data, columnists Mobile 42% are already using mobile/tablet device to access investment information 57% are interested in an IC personal finance app Intending to use in the future - iPhone (27%), iPad (19%)
The first point to make about our readers is that they are very affluent – this really is an audience who are worth having a dialogue with. So, why do they read the IC … well ‘to make more of their money than leaving in the bank’ and they really ‘enjoy investing’. This puts the IC brand in a wonderful position, not only do our readers see investing as something they enjoy spending time doing - it is a hobby for them but it’s a hobby that, if they get it right will make them money as opposed to most hobbies which, if you’re anything like me, deplete your bank balance and you don’t get value from them – yes, this is my gym membership I’m describing. But seriously if our readers get it right they can and are making some serious money. Lots of our readers have been investing for over 10 years, but we also have a proportion coming through who are newer to it – 23% who have been investing for less than 5 years. This time spent investing is paying off with an average investment portfolio of nearly £600,000. To quote one of our readers the “IC is the mainstay of my private decision-making. To date approximately 90% of my portfolio is based on IC articles and tips.” What sets many of our readers apart is that they are considered individuals many of whom make their own investment decisions based on their own research. Hold wide range of investment products, on our next slides we’ll take a look at the investments they currently hold … and what they are considering in 2011 76% check portfolio at least weekly (36% several times a day) – this is quite a compulsive audience - that’s not far off the level of facebook activity which stands at 64% checking daily. And they are very active investors - nearly a third of readers (27%) are making more than 20 trades per year
Our readers are not shy in giving us feedback. Reader quote - “The IC is a source of leads for further investigation, and a regular source of information on current investments. Useful for broad background on economic trends and impact on markets.” We asked how the IC fits into their decision making process …got 1,115 comments, that’s nearly one per respondent! And about 45 pages of A4. We took all the comments and dropped them into a word cloud and this is what it looks like …
So our readers are using the IC for investment Information Research Decisions Tips Analysis etc etc
