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Only a minority of affluent investors are likely to make an additional investment in the near future, so it is imperative for asset managers and their agencies to equip themselves with the insights required to optimally target this critical audience. Based on purchase intent, we’ve identified three segments of “ready-to-act” (RTA) investors who are likely to open an investment account or invest in a mutual fund or ETF in the next three months.
The good news is that these RTA investors are prime media targets, according to data from our Media Consumption™ Investor portal. These RTA investors are more likely to use a variety of media outlets for business and financial news versus affluent investors overall.
RTA investors visit more websites each month than their non-ready-to-act counterparts. Those looking to invest in an ETF visit the CNN, CNN Money and Fox News websites, making those great options for advertisers targeting this segment. Outreach to investors looking to open an investment account should include the CNN, Bloomberg, Fox News and MSNBC sites, while asset managers seeking new mutual fund investors should target CNN, Yahoo! Finance and Fox News.
While RTA investors visit more websites than the average affluent investor, the same does not hold for viewership of the three traditional TV networks (ABC, CBS and NBC), Fox and Fox News. However, viewership of the other cable news and business networks across RTA investors is higher compared with affluent investors overall. CNN and CNBC are particularly strong among investors looking to invest in an ETF.
Mirroring consumption of websites and most cable news and business networks, RTA investors read more print publications compared with affluent investors overall. In particular, USA Today appears to be an effective publication for targeting the RTA segments given that readership generally doubles across all three RTA groups. Moreover, RTA investor readership reaches double digits, up from single digits among all affluent investors, for The Wall Street Journal, The New York Times, and Forbes and Fortune magazines.
RTA investors outperform affluent investors overall with respect to app use. For example, use of the CNN app at least doubles among affluent investors from each of the RTA segments and moves from single to double digits for the Yahoo! Finance and Fox News apps. For the lesser used apps we monitor, utilization across RTA investors increases by a 2:1 to 5:1 margin versus affluent investors overall.
Continuing the pattern noted across all media outside of the traditional TV networks and Fox and Fox News channels, all three RTA investor segments utilize social media at higher levels compared with affluent investors overall. Even Facebook and YouTube, the leading social sites, have substantially higher levels of utilization among RTA investors, with LinkedIn and Twitter exhibiting even more dramatic utilization.
While the overall universe of investors who anticipate making a new investment in the near future is low, it’s clear that these investors are looking and listening for input on the market. Distributors and asset managers looking to capture RTA investors’ assets have many ways to connect with these investors, giving them the opportunity to impact their financial decisions.