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2015 investor digital and social media survey
The 2015 Brunswick Global Investor Survey reveals increasing reliance on digital media by investors, with more than 50% using blogs for investment decision-making and 86% acknowledging the growing importance of online sources. The survey, conducted among 622 investors across North America, Europe, and Asia, indicates that Asian investors particularly favor digital media in their research. Overall, the findings suggest a shift towards digital resources, although direct company information remains the most influential source for investment decisions.
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2015 investor digital and social media survey
- 1. Trends in GlobalMedia Use by the Investment Community June 2015
- 2. © BRUNSWICK |2015 | 2 WhoWe Surveyed Audience: Buy-sideinvestors and Sell-side analysts across North America, Europe, andAsia. Data Collection: March 18th thoughApril 7th, 2015. Sample Size: 622 investors. Margin of error of 3.9%. Notes: Data presented in the 2015,2014,2012,2010,and 2009 surveys have been weighted by country and respondent type to allow accurate comparison.
- 3. © BRUNSWICK |2015 | 3 Evolution of Our Survey The Brunswick Global Investor Survey tracks the changing trends in how investors use digital media Goal: To understand how investors are using digital media to conduct research and make investment decisions. • Global Investor survey launches. • 58% of investors say digital media’s role will increase. 2015 • For the first time, more than 50% of investors use information posted on a blog to further investigate an issue. • Survey expands to include investors inAsia. • 86% of investors say online sources have become more important. • More than 25% of participants have made an investment decision based on information first gleaned from a blog post. • 77% of the survey group reported that they have investigated an issue based on information viewed on digital and social media. 2009 2010 2012 2014
- 5. © BRUNSWICK |2015 | 5 From Information Gathering to Investment Decision Blogs are most likely to be used both for investigating an issue and for constructing an investment decision QUESTION: Have you ever viewed the following, which has prompted you to investigate an issue further for your work? Have you ever made an investment decision or a recommendation after initially sourcing information from the following, which then lead you to conduct additional research? 41% Use digital media to launch the construction of an investment decision Investigate an issue 77% 59% 33% 28% 26% 23% 23% 29% 17% 13% 9% 9% 7%
- 6. © BRUNSWICK |2015 | 6 Investigating Investment Decisions by Region Investors in Asia are more likely to use digital media when constructing an investment decision North America Europe Asia 36%80% 70% 30% 29% 29% 19% 18% 29% 13% 10% 8% 6% 4% Investigate an issue Construct an investment decision 38%72% 49% 30% 26% 23% 21% 15% 28% 15% 10% 9% 8% 4% Investigate an issue Construct an investment decision 58%79% 55% 44% 41% 41% 32% 23% 34% 28% 26% 21% 17% 9% Investigate an Issue Construct an investment decision Investigate an issue Construct an investment decision Investigate an issue Construct an investment decision Investigate an issue Construct an investment decision QUESTION: Have you ever viewed the following, which has prompted you to investigate an issue further for your work? Have you ever made an investment decision or a recommendation after initially sourcing information from the following, which then lead you to conduct additional research? *“Presentation Sharing” and “Video” were not asked about in previous surveys
- 7. © BRUNSWICK |2015 | 7 Blogs Lead to Investment Decisions The use of blogs to construct an investment decision has steadily increased;message board use has declined QUESTION: Have you ever viewed the following, which has promptedyou to investigate an issue further for your work? Have you ever made an investment decision or a recommendationafter initially sourcinginformationfrom the following, which then lead you to conductadditionalresearch? *“PresentationSharing” and “Video”were not asked about in previoussurveys Blogs 2010 2012 2014 2015 Micro-blogging services Message boards Social networking sites Presentation Sharing* Video* 47% 52% 57% 58% 59% 11% 28% 29% 33% 28% 26% 23% 39% 31% 29% 28% 11% 14% 23% 25% 0% 10% 20% 30% 40% 50% 60% 70% 2009 Prompted to investigate an issue 20% 18% 24% 27% 29% 4% 2% 12% 14% 13% 14% 5% 10% 11% 7% 5% 9% 7% 17% 9% 0% 5% 10% 15% 20% 25% 30% 35% 2009 2010 2012 2014 2015 Prompted to make an investment decision
- 8. © BRUNSWICK |2015 | 8 54% 52% 49% 25% 21% 26% 30% 26% 23% 21% 15%19% 25% 21% 0% 0% 10% 20% 30% 40% 50% 60% 70% 70% 80% 2012 2014 2015 2012 RegionalTrends in Information Gathering QUESTION: Have you ever viewed the following, which has prompted you to investigate an issue further for your work? *“Presentation Sharing” and “Video” were not asked about in previous surveys 62% 67% 25% 26% 30% 29% 33% 30% 14% 19% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 2012 2014 2015 Micro-blogging services Message boards Social networking sites Presentation Sharing* 55% 54% 55% 44% 37% 35% 44% 41% 39% 23% 25% 32% 10% 20% 30% 40% 50% 60% 70% 80% 2014 2015 Asia Blogs Investors inAsia use a wider array of digital sources to collect information Prompted to investigate an issue further NorthAmerica Europe Video*
- 9. © BRUNSWICK |2015 | 9 22% 25% 28% 14% 12% 9% 8% 9% 7% 9% 4%7% 15% 10% 0% 5% 10% 15% 20% 25% 30% 35% 2014 2015 2012 2014 2015 Micro-blogging services Message boards Social networking sites Presentation Sharing* Regional Decision Drivers QUESTION: Have you ever made an investment decision or a recommendation after initially sourcing information from the following, which then lead you to conduct additional research? *“Presentation Sharing” and “Video” were not asked about in previous surveys 24% 28% 29% 7% 4% 10% 13% 10% 8% 6% 4% 9% 4% 0% 5% 10% 15% 20% 25% 30% 2012 28% 24% 28% 34% 23% 28% 26% 9% 19% 20% 21% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 2012 2014 2015 Blogs Blogs’influence on investment decisions has increased in all regions;message boards fall in Europe andAsia Prompted to make an investment decision 35% Video* NorthAmerica Europe Asia
- 11. © BRUNSWICK |2015 | 11 Valuable Sources of Information Bloomberg has remained a consistently valuable source for investors QUESTION: Please list which Digital Media sources provide you with the most valuable information for your work. Please list at least three in order of importance to you. (All sources cited shown.) MostValuable Sources in 2014 MostValuable Sources in 2015
- 12. © BRUNSWICK |2015 | 12 The Future of Digital Media A majority of investors continue to believe that the role of digital media will increase QUESTION: 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?* *Different wording was used for this question in 2012 Will digital media’s role increase? 17% 17% 23% 17% 41% 43% 47% 47% 6% 7% 6% 8% 29% 25% 21% 24% 7% 8% 4% 5% 2009 2010 2014 2015 No, definitely not No, probably not Unsure Yes, probably Yes, definitely 58% 60% 70% 64%
- 14. © BRUNSWICK |2015 | 14 Most Influential Information Sources Direct information from companies remains the most influential information source for investors QUESTION: Please rank the following sources by how much they influence your investment decisions or recommendations. Rank from 1 to 6, where ‘1’ represents ‘the most influence’ *Blended average of “Print Media” and “Online Media” from previous surveys 2014 20152010 2012 Information direct from companies Real time subscription information sources Analyst research Primary market research Traditional business media (print & online)* Digital media Most Influential Sources Influence of Information Sources Over Time
- 15. © BRUNSWICK |2015 | 15 Information direct from companies Real time subscription information sources Analyst research Primary market research Traditional business media (print & online)* Digital media Regionally Influential Information Sources Investors in all regions find direct information more influential than digital media QUESTION: Please rank the following sources by how much they influence your investment decisions or recommendations. Rank from 1 to 6, where ‘1’ represents ‘the most influence’ *Blended average of “Print Media” and “Online Media” from previous surveys Most Influential Sources 2010 2012 2014 2015 North America Influence of Information Sources OverTime Europe Asia 2012 2014 20152010 2012 2014 2015
- 16. © BRUNSWICK |2015 | 16 Most Influential Corporate Information Sources Investors are most influenced by direct interaction;digital media’s influence has not increased yet QUESTION: Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations. Rank from 1 to 8, where ‘1’ represents ‘the most influence’ (Option 8, “Other” is not shown.) 2010 2012 2014 2015 Direct interaction with management Regulatory filings Conference calls, webcasts Company news releases Investor / corporate presentation Company website Company digital media presence Influence of Corporate Information Sources OverTime Most Influential Sources
- 17. © BRUNSWICK |2015 | 17 Regionally Influential Corporate Information Sources The influence of a company’s digital presence and website still lags in all regions QUESTION: Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations. Rank from 1 to 8, where ‘1’ represents ‘the most influence’ (Option 8, “Other” is not shown.) Most Influential Sources Influence of Corporate Information Sources OverTime North America Europe Asia 2010 2012 2014 2015 2010 2012 2014 2015 2012 2014 2015 Direct interaction with management Regulatory filings Conference calls, webcasts Company news releases Investor / corporate presentation Company website Company digital media presence
- 19. © BRUNSWICK |2015 | 19 23% 10% 5% 3%12% Mutual fund Hedge fund Pension fund Insurance company Other buy-side Analyst / Researcher Investor advisor / Manager Other sell-side 45% 1%1% 47% Sell-side 53% Buy-side Other sell-side Investment advisor / Manager Analyst / Researcher Job Role and Investment Focus QUESTION: Which of the following best describes your role and the type of investments you are responsible for?
- 20. © BRUNSWICK |2015 | 20 Industry Sector 11% 10% 11% 5% 8% 5% 2% 8% 3% 36% 1% Technology / Media / Telecoms Consumer Financial Energy Manufacturing / Industry Healthcare Utilities Other sector Specific geography Generalist Don't Know/Can't Say QUESTION: What is the primary industry sector you cover?
- 21. © BRUNSWICK |2015 | 21 Market Cap Focus 13% 23% 27% 5% 15% Small Cap Mid Cap Large Cap Other currency Not specified QUESTION: What is your market cap focus? Please indicate which currency.
- 22. © BRUNSWICK |2015 | 22 Region 40% 40% 20% NorthAmerica Europe Asia QUESTION: Where is your usual place of work?
- 23. © BRUNSWICK |2015 | 23 Age 22% 30% 25% 20% 3% 20-29 30-39 40-49 50+ Refused QUESTION: Which age band do you fit into?
- 24. © BRUNSWICK |2015 | 24 Digital Media Definitions QUESTION: Have you ever viewed the following, which has promptedyou to investigate an issue further for your work? Have you ever made an investment decision or a recommendationafter initially sourcinginformationfrom the following, which then lead you to conductadditionalresearch? Answer Option Examples Provided to Respondents Blogs SeekingAlpha, Company blogs, etc. Micro-blogging services Twitter, StockTwits Message boards Yahoo!,Quora, etc. Presentation sharing SlideShare, Prezi, etc. Social networking sites Facebook,LinkedIn,etc. Video YouTube,Vimeo, Facebook,etc.
- 25. © BRUNSWICK |2015 | 27 About Brunswick Insight For more information about this research please contact: Jason Golz Partner, Brunswick Group San Francisco, CA P: +1.415.671.7676 E: JGolz@BrunswickGroup.com Sparky Zivin Director, Brunswick Insight Washington, DC P: +1.202.393.7337 E: SZivin@BrunswickGroup.com This research was conducted by Brunswick Insight,the research and consulting arm of the Brunswick Group,an international corporate communications partnership that helps businesses and other organizations address critical communications challenges.Brunswick is an international team of more than 850 people based in 23 offices in 14 countries. Brunswick Insight provides data-driven strategic communications counsel for Fortune 500 companies,industry organizations,and non-profits.Our team of experts has conducted research in more than 70 markets around the world and has expertise in corporate reputation,issues management,narrative and message development,and thought leadership.