2012 Brunswick Investor Use of Digital and Social Media Survey

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Brunswick Insight’s 2012 Analyst and Investor Survey. Trends in the Use of Digital and Social Media by the Investment Community.

Transcript of 2012 Brunswick Investor Use of Digital and Social Media Survey

  • 2012 ANALYST AND INVESTOR SURVEY:Trends in the use of Digital & Social Media by the investment community
  • EXECUTIVE SUMMARY1 Investors interaction with digital & social media is INCREASING substantially 52% +5 30% +19 24% +7 Read Blogs Use Twitter Use Social Networks2 Deeper online engagement is increasingly driving investment ACTION 28% +17 24% +6 12% +8 Investigated an issue Made an investment Made an investment based on something decision after reading decision after reading seen on Twitter a blog Twitter BRUNSWICK | DECEMBER 2012 | 2
  • EXECUTIVE SUMMARY3 Digital and social media REPLACING traditional media sources As fewer investors rely primarily on traditional media outlets ( e.g. importance of company news releases -13, traditional business media online -14), use of social media is rapidly expanding to fill the void4 Investors in ASIA are leading the charge on digital & social media engagement 2x as likely to Most likely to believe role of digital information is 2x as likely to rely on direct increasing take action based interaction with companies on digital info through digital channels BRUNSWICK | DECEMBER 2012 | 3
  • SOURCES OF INFORMATION
  • INFORMATION SOURCES Top three information sources Information direct 85% from companies 73% 84% 1 2012 Percent saying each is among their 60% 2010 top three influential media sources Analyst research* 45% 45% 15 2009 Real time subscription 54% information services 64% 59% 10 Primary market 50% Analyst research saw the research 49% 55% 1 largest gains in 2012 Traditional business 22% jumping 15 points and media - Online 36% 33% 14 rising to the #2 spot Traditional business 16%media Print, Radio, TV 16% 24% Reliance on digital media 14% doubled since 2010 Digital Media 6% 11% 8 Q2. Please rank the following information sources by how much they influence your BRUNSWICK | DECEMBER 2012 | 5 investment decisions or recommendations? * Indicates sell side and industry analyst research for buy-side analysts; indicates industry analyst research for sell-side analysts
  • INFORMATION FROM COMPANIES Within this category, face time with management is by far the most important factor. Direct interaction with 76% Direct interaction with 76%Percent ranking each source among the most influential management 73% management 73% 80% Conference calls, 57% Conference calls, 56% webcasts 62% webcasts 62% 51% Europe 54% 53% Regulatory filings Regulatory filings 57% 52% 49% U.S. Investor / corporate 43% Investor / corporate 49% Asia presentation 50% presentation 42% 32% Company news 37% Company news 41% releases 50% releases 35% 35% Company website 14% 9% Company website 11% 12% 29% Direct digital Company Digital 7% 2012 Company Digital 6% Media presence 1% Media presence 8% channels are more 2010 10% 5% 4% important in Asia