Globe readership insights
Investors and Investing during COVID-19
Research study – June 2020
To gain insights into how Globe readers have adapted their investing plans and activities during the pandemic, we deployed a survey to Globe Insiders, our audience intelligence panel of print and digital readers.
We contacted the respondents to our COVID-19 survey who had indicated that the current crisis was having a direct impact on their investments. This allowed us to explore how they were reacting in more detail, what actions they were taking, and what information and advice they are looking for.
Explore our highlights to inform how you can respond to investor needs, during Canada’s recovery phase.
What are our readers main investing concerns?
With COVID-19 having a significant impact on financial portfolios, we asked our readers to rank the issues that are influencing their current investing plans.
1
Declining value of their investment portfolios
2
Portfoliovolatility
3
Income generated by their investments
4
Risk associated with their current investments
5
Balance of their portfoliosto minimize risk
Who do they rely on for financial advice?
How have readers made or how are they planning to make changes to their investment portfolio?
Stayingthe course
Buyinginvestments
Convertinginvestments to cash
Waiting to see whathappens
How can personal finance brands support investors?
The challenge
With the pandemic having a big impact on investment portfolios, investors are clearly looking for the ideal strategy to minimize impact, take advantage where they can in the short-term and prepare for what’s next.
But who should they turn to for perspective and practical guidance?
What investors want
During this uncertainty, Canadians are relying on financial advisors and news organizations for insightful and practical guidance.
They are seeking expert perspective and advice to manage their investments, in addition to regular communication from their financial/investment services.
How to support investors
With investors in every life stage needing help, your messaging can drive brand engagement by emphasizing the benefits of your services.
With millions of Canadians viewing The Globe as their most trusted and relied upon financial news source, we’re the ideal platform to promote your expertise, and to connect consumers to your advisory services.
We also asked our audience about the societal, financial and lifestyle impacts they’re experiencing; who they’re turning to for trusted information about the pandemic, and their opinions about the types of communication that brands currently have in the media.
For more information from this study or the Globe Insiders panel, please contact:
Andrew Consky
Head of Research and Media Insights
aconsky@globeandmail.com
Irene Corke
Manager, Media Strategy Team
icorke@globeandmail.com
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