A key finding of this year's survey is that the
global investment community continues to look to companies as their
primary source of information as they form their investment
recommendations and decisions. In addition, since
Brunswick's last survey in 2010, investor and analyst
interaction with digital and social media has increased substantially
and deeper online engagement is increasingly driving investment action.
"Usage and engagement of digital and social media
among those in the investment community
is increasing rapidly,"
, Partner at
"More telling, however, is that its influence on investment decisions
continues to grow too. Now, a quarter of those surveyed said they have
made an investment decision or recommendation after initially reading a
blog. For Twitter, that figure is one in eight, up considerably from our
last survey two years ago. This suggests now is the time for companies
to adopt digital and social media for investor-related content
distribution and influencer engagement."
Key findings of the survey include:
percent of participants selected "information direct from companies"
as the source with most influence, while 85 percent ranked it among
the top three sources of influence. Within this category, face time
with management is by far the most important factor.
percent of participants included "digital and social media" among
their top three most influential sources, up from 6 percent two years
percent of investors say digital and social media sources have become
more important this year, with investors in
Asia appearing to lead the charge.
"While investors and analysts are increasingly
influenced by digital and social media as the basis for investment
decisions, companies and managers should be encouraged that the vast
majority look to information direct from companies as the main building
blocks of their investment rationales. The centerpiece of the
information mosaic continues to rest with companies' own communications
efforts," concluded Spero.
* Digital media was defined as websites, video, and
syndicated sources. Social media was defined as blogs, micro-blogging
services like Twitter, social networking sites, such as Facebook and
LinkedIn and message boards.
Other findings include:
number of investment professionals who have investigated an issue
after first learning about it on Twitter has nearly tripled since 2010
(30 percent in 2012 vs. 11 percent in 2010).
quarter of those surveyed said that they had made an investment
decision or recommendation after initially reading a blog. For
Twitter, that figure is one in eight, up three-fold from two years ago
(12 percent in 2012 vs. 4 percent in 2010).
research gained ground in 2012 jumping 15 points and rising to the
second most influential source.
Real-time subscription information services, such as Bloomberg and
Reuters, declined 10 points.
The survey was distributed by Brunswick Insight to a
database of several thousand buy-side investors and sell-side analysts
in the U.S.,
Asia in October 2012. Four
hundred seventy six analysts and investors responded with a nearly 52/48
split between the sell-side and buy-side, and a 40/40/20 split between
respondents based in the U.S.,
Asia, respectively (Asia
added to the survey in 2012). Participant profile details were captured
in the survey, including firm type, geographic location, sector focus,
market-cap focus and age group. Please
click here to see a
presentation on the survey's results on
Brunswick Insight is the Firm's specialist opinion
research practice, focusing on understanding the views of opinion
formers around the world. For more information on
Brunswick's Digital and Social Media Survey, please visit
About Brunswick Group LLC
Brunswick is an international corporate communications
partnership that helps businesses and other organizations address
critical communications challenges. We started in
London in 1987 and have grown organically into a private
partnership of 21 cities around the world. Today we have around 90
Partners – senior professionals from a range of industry backgrounds –
and a total staff of more than 600. We offer our clients a range
of specialist capabilities – by issue, transaction, sector or audience –
designed to deliver the desired outcome.
Brunswick operates as a one-firm firm, offering a seamless
service across international boundaries.