Decoding Digital Investment
Understanding retail digital investor behaviours and motivators
Welcome to Decoding Digital Investment, a report that examines how the retail investor landscape is evolving globally as technology continues to shape the product, provider and channel choices that people make.
Our findings highlight clear opportunities for both providers and distributors, offering crucial insight as to how these opportunities can be maximised in relation to product, service, communications and engagement.
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The findings
In this report are based on a survey of:
4,186
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Retail
investors
Countries across Europe & Asia
Age groups
spanning 21-60
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Building a better picture of investors
Only around 1 in 3 retail investors globally are completely analogue in their approach. Some younger investors steer clear of digital channels, while some older investors are strongly pro-digital. Wealthier investors are significantly more likely to be investing digitally, either wholly or in part.
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64% of retail investors use digital platforms to at least some extent
Digital-only
investors
Hybrid
investors
Analogue
investors
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ESG: WHO CARES?
Personal values are increasingly important in investor decision-making. Ownership of and appetite for ethical or ESG-labelled funds is high – with health, the climate transition and renewables the themes investors are most keen on.
Digital investors are significantly more likely to have actively sought out ESG-labelled funds
21%
Digital-only investors
32%
Hybrid investors
12%
Analogue investors
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PRESSING THE RIGHT BUTTONS
Financial security and wanting a comfortable retirement are universal messages across all age groups and all channels. Younger people, in particular, value the support of their social circle when it comes to digital investing.
43% of Hobbyist investors (those investing, at least in part, for the enjoyment and excitement) trust in financial advice they receive on social media – far higher than the average
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UNDERSTAND THE INFLUENCERS
Professional advice, banks and investment providers are the key sources of information, advice and guidance that influence investor decisions. Comparatively few actively source information via social channels, with only around 1 in 4 trusting investment related information via social.
The top-three sources of information, advice and guidance on investment decisions
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GAINING & RETAINING LOYALTY
Younger generations of retail investors are more likely to hold investment accounts with multiple providers. Recommendations are key in relation to digital platforms – with younger men more likely to provide a recommendation to family or friends.
Half of digital investors have recommended their digital tool / platform to friends or family
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UNDERSTANDING
THE GENDER
INVESTMENT GAP
Female investors are typically far less confident in the financial decisions that they are making than their male counterparts and are also far more likely to feel under-informed. As a result, far fewer invest digitally. Providers and platforms must find ways to help women feel a human connection if they are to attract and retain female investors.
Female investors are far less likely to do so digitally
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30%
Professional advisor
27%
Bank via direct contact with a person
27%
Bank via their website
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56%
...of women invest digitally
71%
...of men invest digitally
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Access our key findings through the report or contact us for further details on how to access the full dataset
Contacts
Miriam Oucouc
Global Head of Client Experience
Gäetan Delculée
Deputy Global Head of Distribution
Hobbyist investors
All investors
27%
43%
59%
Age 21-30
Age 31-40
Age 41-50
Age +50
59%
46%
32%
25%
39%
36%
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