The research suggests that almost four in ten financial journalists are now active on Twitter, with 70 per cent of those who use the platform finding it invaluable to keep abreast of developments in their field. Almost 60 per cent said they used Twitter to actively search for news.
The survey also reveals that three quarters of financial journalists now class themselves as multimedia journalists, rather than journalists concentrating on a single media.
However, financial services companies are lagging behind somewhat in their use of digital. Half of all journalists complain that the websites of financial services companies are not easy to navigate or lack the information that they need, with the main gripe being that press releases are not updated frequently enough. Journalists pointed to the website of the Financial Services Authority as the best example of good digital practice.
Sarah Evans-Toyne, head of digital at Broadgate Mainland, said: 'The financial services industry has been a slow adopter of digital communications techniques, largely because of regulatory concerns. However, our 2010 digital trends survey supports the emerging evidence that digital channels are becoming increasingly powerful and persuasive. PR advisers need to adapt to the changes in the communications landscape to provide information in the way that suits the needs of most journalists.'
Additionally, journalists are interacting more with their audience. Some 70 per cent of financial journalists say their editorial views are affected by online comments on their stories or blogs from readers.
The survey was undertaken in the week leading up to 19 March 2010, with 98 journalists responding.