Trends in Global Media Use by the Investment Community. June 2015

Transcription

1 Trends in Global Media Use by the Investment Community June 2015

2 Who We Surveyed Audience: Buy-side investors and Sell-side analysts across North America, Europe, and Asia. Data Collection: March 18 th though April 7 th, 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. BRUNSWICK

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. 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 in Asia. 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. BRUNSWICK

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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 Investigate an issue Use digital media to launch the construction of an investment decision 77% 41% 59% 33% 28% 26% 23% 23% 29% 17% 13% 9% 9% 7% 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? BRUNSWICK

6 Investigating Investment Decisions by Region Investors in Asia are more likely to use digital media when constructing an investment decision Investigate an issue North America Europe Asia Construct an investment decision Investigate an issue Construct an investment decision Investigate an Issue Construct an investment decision 80% 36% 72% 38% 79% 58% 70% Investigate an issue 30% 29% 29% 19% 18% 49% Investigate an issue 30% 26% 23% 21% 15% 55% Investigate an issue 44% 41% 41% 32% 23% 29% Construct an investment decision 13% 10% 8% 6% 4% 28% Construct an investment decision 15% 10% 9% 8% 4% 34% Construct an investment decision 28% 26% 21% 17% 9% 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 BRUNSWICK

7 Blogs Lead to Investment Decisions The use of blogs to construct an investment decision has steadily increased; message board use has declined 70% Prompted to investigate an issue 35% Prompted to make an investment decision 60% 50% 40% 30% 20% 10% 0% 47% 39% 11% % 11% 57% 58% 59% 31% 29% 29% 33% 28% 28% 28% 26% 23% 14% 23% 25% % 25% 20% 15% 10% 5% 0% 29% 27% 24% 20% 18% 17% 14% 14% 12% 13% 10% 11% 5% 5% 9% 9% 4% 2% 7% 7% Blogs Micro-blogging services Message boards Social networking sites Presentation Sharing* Video* 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 BRUNSWICK

8 Regional Trends in Information Gathering Investors in Asia use a wider array of digital sources to collect information Prompted to investigate an issue further 80% North America 80% Europe 80% Asia 70% 67% 70% 70% 70% 60% 50% 40% 30% 20% 10% 62% 33% 25% 14% 30% 26% 30% 29% 19% 18% 60% 50% 40% 30% 20% 10% 54% 25% 21% 19% 52% 49% 26% 30% 26% 25% 23% 21% 21% 15% 60% 50% 40% 30% 20% 10% 55% 44% 37% 54% 39% 35% 25% 55% 44% 41% 32% 23% 0% % 0% Blogs Micro-blogging services Message boards Social networking sites Presentation Sharing* Video* 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 BRUNSWICK

9 Regional Decision Drivers Blogs influence on investment decisions has increased in all regions; message boards fall in Europe and Asia Prompted to make an investment decision 35% North America 35% Europe 40% Asia 30% 25% 20% 15% 10% 5% 0% 24% 7% 4% % 29% 30% 25% 20% 22% 25% 28% 15% 15% 14% 13% 12% 9% 10% 10% 9% 10% 9% 9% 10% 8% 7% 8% 6% 5% 7% 4% 4% 4% 0% % 30% 25% 20% 15% 10% 5% 0% 28% 24% 19% 28% 23% 20% % 28% 26% 21% 17% 9% Blogs Micro-blogging services Message boards Social networking sites Presentation Sharing* Video* 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 BRUNSWICK

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11 Valuable Sources of Information Bloomberg has remained a consistently valuable source for investors Most Valuable Sources in 2014 Most Valuable Sources in 2015 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.) BRUNSWICK

12 The Future of Digital Media A majority of investors continue to believe that the role of digital media will increase Will digital media s role increase? 7% 8% 4% 5% 29% 25% 6% 7% 58% 60% 41% 43% 21% 6% 47% 70% 24% 8% 47% 64% No, definitely not No, probably not Unsure Yes, probably Yes, definitely 17% 17% 23% 17% 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 BRUNSWICK

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14 Most Influential Information Sources Direct information from companies remains the most influential information source for investors Most Influential Sources Influence of Information Sources Over Time Information direct from companies Real time subscription information sources Analyst research Primary market research Traditional business media (print & online)* 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 BRUNSWICK

15 Regionally Influential Information Sources Investors in all regions find direct information more influential than digital media Influence of Information Sources Over Time Most Influential Sources North America Europe Asia Information direct from companies Real time subscription information sources Analyst research Primary market research Traditional business media (print & online)* 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 BRUNSWICK

16 Most Influential Corporate Information Sources Investors are most influenced by direct interaction; digital media s influence has not increased yet Most Influential Sources Influence of Corporate Information Sources Over Time Direct interaction with management Regulatory filings Conference calls, webcasts Company news releases Investor / corporate presentation Company website Company digital media presence 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.) BRUNSWICK

17 Regionally Influential Corporate Information Sources The influence of a company s digital presence and website still lags in all regions Most Influential Sources Influence of Corporate Information Sources Over Time North America Europe Asia Direct interaction with management Regulatory filings Conference calls, webcasts Company news releases Investor / corporate presentation Company website Company digital media presence 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.) BRUNSWICK

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19 Job Role and Investment Focus 47% Sell-side 53% Buy-side 1% 1% Other sell-side Investment advisor / Manager Analyst / Researcher 45% 23% 10% 5% Mutual fund Hedge fund Pension fund Insurance company Other buy-side Analyst / Researcher Investor advisor / Manager Other sell-side 12% 3% QUESTION: Which of the following best describes your role and the type of investments you are responsible for? BRUNSWICK

20 Industry Sector 1% 11% Technology / Media / Telecoms 36% 10% 11% Consumer Financial Energy Manufacturing / Industry Healthcare Utilities 3% 8% 2% 5% 8% 5% Other sector Specific geography Generalist Don't Know/Can't Say QUESTION: What is the primary industry sector you cover? BRUNSWICK

21 Market Cap Focus 15% 13% 5% 23% Small Cap Mid Cap Large Cap Other currency Not specified 27% QUESTION: What is your market cap focus? Please indicate which currency. BRUNSWICK

22 Region 20% 40% North America Europe Asia 40% QUESTION: Where is your usual place of work? BRUNSWICK

23 Age 20% 3% 22% Refused 25% 30% QUESTION: Which age band do you fit into? BRUNSWICK

24 Digital Media Definitions Answer Option Examples Provided to Respondents Blogs Micro-blogging services Message boards Presentation sharing Social networking sites Video Seeking Alpha, Company blogs, etc. Twitter, StockTwits Yahoo!, Quora, etc. SlideShare, Prezi, etc. Facebook, LinkedIn, etc. YouTube,Vimeo, Facebook, etc. 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? BRUNSWICK

25 BRUNSWICK About Brunswick Insight 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. For more information about this research please contact: Jason Golz Partner, Brunswick Group San Francisco, CA P: E: Sparky Zivin Director, Brunswick Insight Washington, DC P: E: