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The Brunswick Group conducted an online survey among buy-side investors and sell-side analysts to understand how investors use digital media platforms to research and make an investment decision.
Digital media in this report is defined as social media platforms such as Facebook and LinkedIn, as well as online tools such as search engines.
Brunswick surveyed 150 investor and analysts across North America, Europe, the UK, and Asia between November and December of 2017. Tracking data from previous waves in 2016 and 2015 is included for comparison.
Investor use of digital media remains high. Investors use digital
media to make investment decisions at rates comparable to 2016.
However, there is a slight decline in overall use and distrust for some of
the largest social media platforms.
LinkedIn is the most trusted platform for investors. The LinkedIn
platform is used by one-in-five investors to make an investment
decision and is also the only social media network that is trusted at
levels comparable to mainstream financial media.
Search engine optimization is crucial. Investors acknowledge that
they overwhelming rely on search engines for their work. Search
engines are also the most trusted digital media platform overall.
LinkedIn presents a unique opportunity to
reach investors. It is the social media network
with the highest level of trust, in contrast to
networks such as Facebook and Twitter.
Search engine optimization remains a key
strategy to reach investors. They are used
extensively to inform investment decisions and
are trusted by the investment community.
Digital media use has plateaued. While
digital media informs a large amount of
investment decisions, there does not appear
to be increased adoption from investors
compared to the previous year.
There is an underlying distrust of some social
media platforms. There is very high distrust
of the largest social media platforms:
Facebook, YouTube, and Twitter.