Where are Affluent Millennials Going for Business and Financial News?

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Millennial ImageWhile traditional and cable television networks claim the greatest reach among affluent Millennial investors, the youngest adult generation selects a social media site—Facebook (9.7%)—as their most valuable source of business and financial news. Two networks follow suit, with CNN just barely outpacing ABC (at 8.4% vs. 8.1% respectively). Combined, these three sources account for more than one-fourth of the sources deemed to be most valuable by affluent Millennials. This distribution is vastly different from that of older generations, where the Fox News network tops the list, followed by ABC and NBC.

The affluent Millennial cohort has proven to require a sophisticated level of understanding and analysis to determine and target the media properties representing the best value for this segment. As asset managers and distributors are planning their media buying strategies, it is important to know where their target audiences are looking for business and financial information as they attempt to cut through the clutter.

Millennial Investors Sources for Bussiness and Financial News

 

At Cogent Reports, we track media consumption habits of all affluent investors on a monthly basis via our Media Consumption™ Investor portal.  For information on this exciting research product, watch a short tour of the portal.
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This entry was posted in Brand and Messaging, Financial Services and tagged , , , , , , by Julia Johnston-Ketterer. Bookmark the permalink.
Julia Johnston-Ketterer

About Julia Johnston-Ketterer

Julia Johnston-Ketterer is a senior director in the Syndicated Research division. She has more than 15 years of experience leading research initiatives on the client- and supply-sides of the financial services industry focusing on investors, advisors and broker-dealers. Prior to joining Market Strategies, Julia was vice president of business development for Market Probe, Inc. and research associate for Richard Day Research, where she managed financial services clients and conducted client satisfaction studies and PR research programs. Julia also spent ten years at Fidelity Investments. While there, she built a research team that provided primary and secondary research to internal marketing and communications partners. Julia earned an MBA in finance and communications from Simmons School of Management and a bachelor’s degree in French and international relations from the University of Wisconsin-Madison. While she can claim having twice bungee-jumped in New Zealand, Julia’s current adventures outside of work include being a hockey mom, taking hikes with her dog and planning her next family beach vacation.

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