2012 ANALYST AND INVESTOR SURVEY: Trends in the use of Digital & Social Media by the investment community

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1 2012 ANALYST AND INVESTOR SURVEY: Trends in the use of Digital & Social Media by the investment community

2 EXECUTIVE SUMMARY 1 Investors interaction with digital & social media is INCREASING substantially 52% Read Blogs 30% 24% Use Twitter Use Social Networks 2 Deeper online engagement is increasingly driving investment ACTION 28% Investigated an issue based on something seen on Twitter % Made an investment decision after reading a blog +6 12% +8 Made an investment decision after reading Twitter BRUNSWICK DECEMBER

3 EXECUTIVE SUMMARY 3 Digital and social media REPLACING traditional media sources As fewer investors rely primarily on traditional media outlets ( e.g. importance of company news releases -13, traditional business media online -14), use of social media is rapidly expanding to fill the void 4 Investors in ASIA are leading the charge on digital & social media engagement 2x as likely to take action based on digital info Most likely to believe role of digital information is increasing 2x as likely to rely on direct interaction with companies through digital channels BRUNSWICK DECEMBER

4 SOURCES OF INFORMATION

5 INFORMATION SOURCES Information direct from companies Analyst research* Real time subscription information services Primary market research Traditional business media - Online Traditional business media Print, Radio, TV Top three information sources Digital Media 14% 6% 11% 22% 36% 33% 16% 16% 24% 45% 45% 60% 54% 64% 59% 50% 49% 55% 85% 84% 73% Percent saying each is among their top three influential media sources Analyst research saw the largest gains in 2012 jumping 15 points and rising to the #2 spot Reliance on digital media doubled since 2010 Q2. Please rank the following information sources by how much they influence your investment decisions or recommendations? * Indicates sell side and industry analyst research for buy-side analysts; indicates industry analyst research for sell-side analysts BRUNSWICK DECEMBER

6 INFORMATION FROM COMPANIES Within this category, face time with management is by far the most important factor. Percent ranking each source among the most influential Direct interaction with management Conference calls, webcasts Regulatory filings Investor / corporate presentation Company news releases Company website Company Digital Media presence Company wiki page* 14% 12% 7% 1% 5% 76% 73% 57% 62% 54% 52% 43% 50% 37% 50% Direct interaction with management Conference calls, webcasts Regulatory filings Investor / corporate presentation Company news releases Company website Company Digital Media presence Company wiki page* 9% 11% 6% 8% 10% 4% 5% 8% 56% 62% 51% 53% 57% 49% 49% 42% 32% 41% 35% 35% 29% 76% 73% 80% Europe U.S. Asia Direct digital channels are more important in Asia Q3. Regarding information direct from companies, please rank the following by how much they influence your investment decisions or recommendations? BRUNSWICK DECEMBER * Not asked in 2010

7 Percent saying each technology has become more important this year CHANGING IMPORTANCE OF INFORMATION SOURCES 86 percent Real time subscription information services Traditional business media - Online Blogs Social Networks 45% 50% 66% 47% 40% 66% 24% 27% 17% 18% 16% 25% Micro-blogging services and message boards 17% of investors say online sources have become more important this year, with investors in Asia leading the charge. Traditional business media Print, Radio, TV Other Digital Media 13% 16% 23% 8% 21% 3% 8% 3% Europe U.S. Asia Europe U.S. Asia Q4. {MULTIPLE RESPONSE] Which, if any, of the following information sources have become more important to you in your job in the past year? * Blogs and Micro-blogging services and message boards were combined in 2010 and BRUNSWICK DECEMBER

8 FRACTURED DIGITAL SOURCES 12% 18% Source Type 48% 22% Digital Syndicated Traditional Social While Bloomberg is the single most valuable digital information source, more investors are relying on a fractured online media environment rather than syndicated services. Q7. (OPEN-ENDED) Please list which Digital Media sources provide you with the most valuable information for your work BRUNSWICK DECEMBER

9 IMPACT OF DIGITAL & SOCIAL MEDIA

10 MOST INVESTORS SEE THE ROLE OF DIGITAL INCREASING The role of Digital & Social Media such as blogs, micro-blogging services or social networking sites in the investment decision process is: Decreasing, 6% Staying the same, 15% Unsure, 24% Increasing, 56% Increasing U.S. Europe Asia 52% 56% 61% Q11. Which option below best describes your opinion? The role of Digital Media such as blogs, micro-blogging services or social networking sites in the investment decision process is: BRUNSWICK DECEMBER

11 A NEW TWO-WAY DIALOGUE EMERGING Blogs 52% 47% 43% Micro-blogging services* Message boards Social networking sites Read Business Information Postings Post Investment Information 30% 29% 27% 30% 24% 11% 17% 13% % 8% 5% 8% 5% 4% 2% 5% 5% 4% 10% Not only is the consumption of digital business information on the rise, but investors are increasingly contributing investment information on social media platforms Q5. Do you read postings on the following for company or business information? Q6. Do you post business or investment information in any of the following ways? BRUNSWICK DECEMBER * Not asked in 2009

12 DIGITAL MEDIA DRIVING INVESTMENT DECISIONS Have you ever read any information posted on that has prompted you to investigate an issue further for your work? U.S. Europe Asia 57% Blogs Message boards Micro-blogging services* Social networking sites 11% 14% 11% 29% 31% 28% 23% 39% 52% 47% % 54% 55% 33% 19% 37% 22% 25% 44% 14% 21% 44% Investors in Asia are much more likely to be prompted by online information to further investigate investmentrelated information Q8. Have you ever read any information posted on a blog, micro-blogging service or social networking site that has prompted you to investigate an issue further for your work? BRUNSWICK DECEMBER

13 DIGITAL MEDIA DRIVING INVESTMENT DECISIONS Have you ever made an investment decision or a recommendation after initially sourcing information from? U.S. Europe Asia 24% Blogs 18% 20% 24% 22% 28% Micro-blogging services* Message boards Social networking sites 12% 4% 10% 5% 14% 9% 2% 5% % 14% 24% 7% 9% 19% 4% 7% 21% Investors in Asia are much more likely to take action based on information they have encountered through digital channels Q9. Have you ever made an investment decision or a recommendation after initially sourcing information from a blog, micro-blogging service or social networking site, which then lead you to conduct additional research? BRUNSWICK DECEMBER

14 APPENDIX: APPROACH AND PARTICIPANTS PROFILES

15 SURVEY METHODOLOGY OVERVIEW Who 2012: 476 investment professionals (230 buy-side investors and 246 sell-side analysts) 2010: 401 investment professionals 2009: 448 investment professionals Where 2012: United States, Europe, and Asia 2010: United States, and Europe 2009: United States, and Europe How Online survey When Data collected between October 10 th and November 4 th, 2012 Margin of error ± 4.5% at the 95% confidence interval BRUNSWICK DECEMBER

16 JOB ROLE AND TYPE OF INVESTMENTS 52% Sell side 48% Buy side Analyst / Researcher 40% 19% Mutual fund Hedge fund Investment advisor / Manager 13% Pension fund Other sell-side 9% 11% 1% 4% Insurance company Other buy-side 2% Q1. Which of the following best describes your role and the type of investments you are responsible for? BRUNSWICK DECEMBER

17 INDUSTRY SECTOR Technology / Media / Telecoms 16% Consumer 35% 9% Manufacturing / Industry Financial Energy 7% Healthcare Utilities 8% 7% 6% 1% 7% 4% Other sector Specific geography Generalist Q12. What is the primary industry sector you cover? BRUNSWICK DECEMBER

18 VALUE OF ASSETS 2% 11% 31% 3% 29% Micro Cap - Up to $250m Small Cap - $250m up to $2bn Mid Cap - $2bn up to $10bn Large Cap - $10bn up to $100bn Mega Cap - Over $100bn Not specified 24% Q13. What is your market cap focus? Please indicate which currency. BRUNSWICK DECEMBER

19 REGION 20% 40% U.S. EU Asia 40% Q14. Where is your usual place of work? BRUNSWICK DECEMBER

20 AGE 12% 1% 18% 28% 41% Refused Q15. Which age band do you fit into? BRUNSWICK DECEMBER

21 FOR MORE INFORMATION PLEASE CONTACT: Jason Golz, Director Sparky Zivin, Director Rachelle Spero, Partner