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Trends in the use of Digital & Social Media by the investment community
2012 ANALYST AND INVESTOR SURVEY:
© BRUNSWICK | DECEMBER 2012 | 2
EXECUTIVE SUMMARY
Investors’ interaction with digital & social media is INCREASING substantially1
Deeper online engagement is increasingly driving investment ACTION2
52%
Read Blogs
+5 30%
Use Twitter
+19 24%
Use Social Networks
+7
28%
Investigated an issue
based on something
seen on Twitter
+17 24%
Made an investment
decision after reading
a blog
+6 12%
Made an investment
decision after reading
Twitter
+8
© BRUNSWICK | DECEMBER 2012 | 3
EXECUTIVE SUMMARY
Digital and social media REPLACING traditional media sources3
Investors in ASIA are leading the charge on digital & social media engagement4
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 void
2x as likely to
take action based
on digital info
Most likely to believe role
of digital information is
increasing
2x as likely to rely on direct
interaction with companies
through digital channels
SOURCES OF INFORMATION
© BRUNSWICK | DECEMBER 2012 | 5
1
15
10
1
14
8
INFORMATION SOURCES
85%
60%
54%
50%
22%
16%
14%
84%
45%
64%
49%
36%
16%
6%
73%
45%
59%
55%
33%
24%
11%
Information direct
from companies
Real time subscription
information services
Primary market
research
Analyst research*
Traditional business
media - Online
Traditional business
media – Print, Radio, TV
Digital Media
2012
2010
2009
Top three information sources
Q2. 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
Analyst research saw the
largest gains in 2012
jumping 15 points and
rising to the #2 spot
Reliance on digital media
doubled since 2010
Percent saying each is among their
top three influential media sources
© BRUNSWICK | DECEMBER 2012 | 6
INFORMATION FROM COMPANIES
2012
2010
Q3. Regarding information direct from companies, please rank the following by how
much they influence your investment decisions or recommendations?
* Not asked in 2010
76%
57%
54%
43%
37%
14%
7%
5%
73%
62%
52%
50%
50%
12%
1%
Direct interaction with
management
Regulatory filings
Company news
releases
Investor / corporate
presentation
Conference calls,
webcasts
Company website
Company Digital
Media presence
Company wiki page*
76%
56%
53%
49%
41%
9%
6%
4%
73%
62%
57%
42%
35%
11%
8%
5%
80%
51%
49%
32%
35%
29%
10%
8%
Europe
U.S.
Asia
Direct interaction with
management
Regulatory filings
Company news
releases
Investor / corporate
presentation
Conference calls,
webcasts
Company website
Company Digital
Media presence
Company wiki page*
Direct digital
channels are more
important in Asia
Within this category, face time with management is by far the most important factor.
Percentrankingeachsourceamongthemostinfluential
© BRUNSWICK | DECEMBER 2012 | 7
CHANGING IMPORTANCE OF INFORMATION SOURCES
Q4. {MULTIPLE RESPONSE] Which, if any, of the following information sources have
become more important to you in your job in the past year?
* “Blogs” and “Micro-blogging services and message boards” were combined in 2010
and 2009.
45% 47% 24% 18%50% 40% 27% 16%66% 66% 17% 25%
Real time subscription
information services
Traditional business
media - Online Blogs Social Networks
Europe
U.S.
Asia
17%
13%
3%16% 8% 8%23% 21% 3%
Micro-blogging services and
message boards
Traditional business media –
Print, Radio, TV Other Digital Media
Europe
U.S.
Asia
Percentsayingeachtechnologyhasbecome
“moreimportant”thisyear
86percent of investors say online sources have become more important this
year, with investors in Asia leading the charge.
© BRUNSWICK | DECEMBER 2012 | 8
FRACTURED DIGITAL SOURCES
48%
22%
18%
12%
Syndicated
Traditional
Social
Source
Type
Digital
Q7. (OPEN-ENDED) Please list which Digital Media sources provide you with the most
valuable information for your work
While Bloomberg is the single most
valuable digital information source, more
investors are relying on a fractured online
media environment rather than syndicated
services.
IMPACT OF DIGITAL & SOCIAL MEDIA
© BRUNSWICK | DECEMBER 2012 | 10
MOST INVESTORS SEE THE ROLE OF DIGITAL INCREASING
Q11. Which option below best describes your opinion? The role of Digital Media such
as blogs, micro-blogging services or social networking sites in the investment decision
process is:
The role of Digital & Social Media such as blogs, micro-blogging services or
social networking sites in the investment decision process is:
Increasing,
56%
Staying the
same, 15%
Decreasing,
6%
Unsure,
24%
“Increasing”
U.S. Europe Asia
52% 56% 61%
© BRUNSWICK | DECEMBER 2012 | 11
A NEW TWO-WAY DIALOGUE EMERGING
Read Business Information Postings Post Investment Information
Q5. Do you read postings on the following for company or business information?
Q6. Do you post business or investment information in any of the following ways?
* Not asked in 2009
52%
47%
43%
30%
11%
29%
27%
30%
24%
17%
13%
11%
8%
5%
8%
5%
4%
2%
5%
10%
5%
4%
2012
2010
2009
2012
2010
2009
2012
2010
2009
2012
2010
2009
Blogs
Message boards
Social networking sites
Micro-blogging services*
Not only is the
consumption of
digital business
information on the
rise, but investors are
increasingly
contributing
investment
information on social
media platforms
© BRUNSWICK | DECEMBER 2012 | 12
DIGITAL MEDIA DRIVING INVESTMENT DECISIONS
2012
2010
2009
Have you ever read any information posted
on____ that has prompted you to investigate
an issue further for your work?
Q8. 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?
57%
29%
28%
23%
52%
31%
11%
14%
47%
39%
11%
Blogs
Message boards
Social networking sites
Micro-blogging
services*
U.S. Europe Asia
61% 54% 55%
33% 19% 37%
22% 25% 44%
14% 21% 44%
Investors in Asia
are much more
likely to be
prompted by
online
information to
further
investigate
investment-
related
information
© BRUNSWICK | DECEMBER 2012 | 13
DIGITAL MEDIA DRIVING INVESTMENT DECISIONS
2012
2010
2009
Have you ever made an investment decision
or a recommendation after initially sourcing
information from ______ ?
24%
12%
10%
9%
18%
4%
5%
2%
20%
14%
5%
Blogs
Message boards
Social networking sites
Micro-blogging
services*
U.S. Europe Asia
24% 22% 28%
4% 14% 24%
7% 9% 19%
4% 7% 21%
Investors in Asia
are much more
likely to take
action based on
information
they have
encountered
through digital
channels
Q9. 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 lead you to conduct additional
research?
APPENDIX: APPROACH AND PARTICIPANTS’ PROFILES
© BRUNSWICK | DECEMBER 2012 | 15
Who
•2012: 476 investment professionals (230 buy-side investors and 246 sell-side analysts)
•2010: 401 investment professionals
•2009: 448 investment professionals
Where
•2012: United States, Europe, and Asia
•2010: United States, and Europe
•2009: United States, and Europe
How
•Online survey
When
• Data collected between October 10th and November 4th, 2012
Margin of error
• ± 4.5% at the 95% confidence interval
SURVEY METHODOLOGY OVERVIEW
© BRUNSWICK | DECEMBER 2012 | 16
JOB ROLE AND TYPE OF INVESTMENTS
19%
13%
4%
1%
11%
2%
9%
40%
Mutual fund
Hedge fund
Pension fund
Insurance company
Other buy-side
Analyst / Researcher
Investment advisor /
Manager
Other sell-side
52% Sell side 48% Buy side
Q1. Which of the following best describes your role and the type of investments you
are responsible for?
© BRUNSWICK | DECEMBER 2012 | 17
INDUSTRY SECTOR
Q12. What is the primary industry sector you cover?
16%
9%
7%
7%
4%
6%
1%
7%
8%
35%
Technology / Media / Telecoms
Consumer
Manufacturing / Industry
Financial
Energy
Healthcare
Utilities
Other sector
Specific geography
Generalist
© BRUNSWICK | DECEMBER 2012 | 18
VALUE OF ASSETS
Q13. What is your market cap focus? Please indicate which currency.
2%
11%
29%
24%
3%
31%
Micro Cap - Up to $250m
Small Cap - $250m up to $2bn
Mid Cap - $2bn up to $10bn
Large Cap - $10bn up to $100bn
Mega Cap - Over $100bn
Not specified
© BRUNSWICK | DECEMBER 2012 | 19
REGION
40%
40%
20%
U.S.
EU
Asia
Q14. Where is your usual place of work?
© BRUNSWICK | DECEMBER 2012 | 20
AGE
Q15. Which age band do you fit into?
18%
41%
28%
12%
1%
20 - 29
30 - 39
40 - 49
50+
Refused
FOR MORE INFORMATION PLEASE CONTACT:
Jason Golz, Director
jgolz@brunswickgroup.com
+1 415 671 7676
Sparky Zivin, Director
szivin@brunswickgroup.com
+1 202 393 7337
Rachelle Spero, Partner
rspero@brunswickgroup.com
+1 212 333 3810

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2012 Brunswick Investor Use of Digital and Social Media Survey

  • 1. Trends in the use of Digital & Social Media by the investment community 2012 ANALYST AND INVESTOR SURVEY:
  • 2. © BRUNSWICK | DECEMBER 2012 | 2 EXECUTIVE SUMMARY Investors’ interaction with digital & social media is INCREASING substantially1 Deeper online engagement is increasingly driving investment ACTION2 52% Read Blogs +5 30% Use Twitter +19 24% Use Social Networks +7 28% Investigated an issue based on something seen on Twitter +17 24% Made an investment decision after reading a blog +6 12% Made an investment decision after reading Twitter +8
  • 3. © BRUNSWICK | DECEMBER 2012 | 3 EXECUTIVE SUMMARY Digital and social media REPLACING traditional media sources3 Investors in ASIA are leading the charge on digital & social media engagement4 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 void 2x as likely to take action based on digital info Most likely to believe role of digital information is increasing 2x as likely to rely on direct interaction with companies through digital channels
  • 5. © BRUNSWICK | DECEMBER 2012 | 5 1 15 10 1 14 8 INFORMATION SOURCES 85% 60% 54% 50% 22% 16% 14% 84% 45% 64% 49% 36% 16% 6% 73% 45% 59% 55% 33% 24% 11% Information direct from companies Real time subscription information services Primary market research Analyst research* Traditional business media - Online Traditional business media – Print, Radio, TV Digital Media 2012 2010 2009 Top three information sources Q2. 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 Analyst research saw the largest gains in 2012 jumping 15 points and rising to the #2 spot Reliance on digital media doubled since 2010 Percent saying each is among their top three influential media sources
  • 6. © BRUNSWICK | DECEMBER 2012 | 6 INFORMATION FROM COMPANIES 2012 2010 Q3. Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations? * Not asked in 2010 76% 57% 54% 43% 37% 14% 7% 5% 73% 62% 52% 50% 50% 12% 1% Direct interaction with management Regulatory filings Company news releases Investor / corporate presentation Conference calls, webcasts Company website Company Digital Media presence Company wiki page* 76% 56% 53% 49% 41% 9% 6% 4% 73% 62% 57% 42% 35% 11% 8% 5% 80% 51% 49% 32% 35% 29% 10% 8% Europe U.S. Asia Direct interaction with management Regulatory filings Company news releases Investor / corporate presentation Conference calls, webcasts Company website Company Digital Media presence Company wiki page* Direct digital channels are more important in Asia Within this category, face time with management is by far the most important factor. Percentrankingeachsourceamongthemostinfluential
  • 7. © BRUNSWICK | DECEMBER 2012 | 7 CHANGING IMPORTANCE OF INFORMATION SOURCES Q4. {MULTIPLE RESPONSE] Which, if any, of the following information sources have become more important to you in your job in the past year? * “Blogs” and “Micro-blogging services and message boards” were combined in 2010 and 2009. 45% 47% 24% 18%50% 40% 27% 16%66% 66% 17% 25% Real time subscription information services Traditional business media - Online Blogs Social Networks Europe U.S. Asia 17% 13% 3%16% 8% 8%23% 21% 3% Micro-blogging services and message boards Traditional business media – Print, Radio, TV Other Digital Media Europe U.S. Asia Percentsayingeachtechnologyhasbecome “moreimportant”thisyear 86percent of investors say online sources have become more important this year, with investors in Asia leading the charge.
  • 8. © BRUNSWICK | DECEMBER 2012 | 8 FRACTURED DIGITAL SOURCES 48% 22% 18% 12% Syndicated Traditional Social Source Type Digital Q7. (OPEN-ENDED) Please list which Digital Media sources provide you with the most valuable information for your work While Bloomberg is the single most valuable digital information source, more investors are relying on a fractured online media environment rather than syndicated services.
  • 9. IMPACT OF DIGITAL & SOCIAL MEDIA
  • 10. © BRUNSWICK | DECEMBER 2012 | 10 MOST INVESTORS SEE THE ROLE OF DIGITAL INCREASING Q11. Which option below best describes your opinion? The role of Digital Media such as blogs, micro-blogging services or social networking sites in the investment decision process is: The role of Digital & Social Media such as blogs, micro-blogging services or social networking sites in the investment decision process is: Increasing, 56% Staying the same, 15% Decreasing, 6% Unsure, 24% “Increasing” U.S. Europe Asia 52% 56% 61%
  • 11. © BRUNSWICK | DECEMBER 2012 | 11 A NEW TWO-WAY DIALOGUE EMERGING Read Business Information Postings Post Investment Information Q5. Do you read postings on the following for company or business information? Q6. Do you post business or investment information in any of the following ways? * Not asked in 2009 52% 47% 43% 30% 11% 29% 27% 30% 24% 17% 13% 11% 8% 5% 8% 5% 4% 2% 5% 10% 5% 4% 2012 2010 2009 2012 2010 2009 2012 2010 2009 2012 2010 2009 Blogs Message boards Social networking sites Micro-blogging services* Not only is the consumption of digital business information on the rise, but investors are increasingly contributing investment information on social media platforms
  • 12. © BRUNSWICK | DECEMBER 2012 | 12 DIGITAL MEDIA DRIVING INVESTMENT DECISIONS 2012 2010 2009 Have you ever read any information posted on____ that has prompted you to investigate an issue further for your work? Q8. 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? 57% 29% 28% 23% 52% 31% 11% 14% 47% 39% 11% Blogs Message boards Social networking sites Micro-blogging services* U.S. Europe Asia 61% 54% 55% 33% 19% 37% 22% 25% 44% 14% 21% 44% Investors in Asia are much more likely to be prompted by online information to further investigate investment- related information
  • 13. © BRUNSWICK | DECEMBER 2012 | 13 DIGITAL MEDIA DRIVING INVESTMENT DECISIONS 2012 2010 2009 Have you ever made an investment decision or a recommendation after initially sourcing information from ______ ? 24% 12% 10% 9% 18% 4% 5% 2% 20% 14% 5% Blogs Message boards Social networking sites Micro-blogging services* U.S. Europe Asia 24% 22% 28% 4% 14% 24% 7% 9% 19% 4% 7% 21% Investors in Asia are much more likely to take action based on information they have encountered through digital channels Q9. 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 lead you to conduct additional research?
  • 14. APPENDIX: APPROACH AND PARTICIPANTS’ PROFILES
  • 15. © BRUNSWICK | DECEMBER 2012 | 15 Who •2012: 476 investment professionals (230 buy-side investors and 246 sell-side analysts) •2010: 401 investment professionals •2009: 448 investment professionals Where •2012: United States, Europe, and Asia •2010: United States, and Europe •2009: United States, and Europe How •Online survey When • Data collected between October 10th and November 4th, 2012 Margin of error • ± 4.5% at the 95% confidence interval SURVEY METHODOLOGY OVERVIEW
  • 16. © BRUNSWICK | DECEMBER 2012 | 16 JOB ROLE AND TYPE OF INVESTMENTS 19% 13% 4% 1% 11% 2% 9% 40% Mutual fund Hedge fund Pension fund Insurance company Other buy-side Analyst / Researcher Investment advisor / Manager Other sell-side 52% Sell side 48% Buy side Q1. Which of the following best describes your role and the type of investments you are responsible for?
  • 17. © BRUNSWICK | DECEMBER 2012 | 17 INDUSTRY SECTOR Q12. What is the primary industry sector you cover? 16% 9% 7% 7% 4% 6% 1% 7% 8% 35% Technology / Media / Telecoms Consumer Manufacturing / Industry Financial Energy Healthcare Utilities Other sector Specific geography Generalist
  • 18. © BRUNSWICK | DECEMBER 2012 | 18 VALUE OF ASSETS Q13. What is your market cap focus? Please indicate which currency. 2% 11% 29% 24% 3% 31% Micro Cap - Up to $250m Small Cap - $250m up to $2bn Mid Cap - $2bn up to $10bn Large Cap - $10bn up to $100bn Mega Cap - Over $100bn Not specified
  • 19. © BRUNSWICK | DECEMBER 2012 | 19 REGION 40% 40% 20% U.S. EU Asia Q14. Where is your usual place of work?
  • 20. © BRUNSWICK | DECEMBER 2012 | 20 AGE Q15. Which age band do you fit into? 18% 41% 28% 12% 1% 20 - 29 30 - 39 40 - 49 50+ Refused
  • 21. FOR MORE INFORMATION PLEASE CONTACT: Jason Golz, Director jgolz@brunswickgroup.com +1 415 671 7676 Sparky Zivin, Director szivin@brunswickgroup.com +1 202 393 7337 Rachelle Spero, Partner rspero@brunswickgroup.com +1 212 333 3810