CHICAGO: IR and financial communications professionals take note: Americans want more information about the stock market and don’t feel they are getting it from the media, according to a new survey from Scudder Kemper Investments.
CHICAGO: IR and financial communications professionals take note:
Americans want more information about the stock market and don’t feel
they are getting it from the media, according to a new survey from
Scudder Kemper Investments.
Roughly 74% of respondents to the survey, ’Investing in a Dot-Com World:
Americans’ Attitudes and Apprehensions,’ criticized media hype about
people getting rich quick in the stock market. Sixty-one percent of
respondents said they are confused by coverage of dot-com companies,
while only 18% have heard or read about the widely used term ’New
According to Dianne Michael, SVP and director of Scudder’s field sales
training, the results indicate an opportunity for IR pros and investment
advisers to ’provide programs and tools to cut through the clutter and
the hype’ surrounding today’s stock market. ’Customers are eager for
advice and additional information,’ she explained.
Respondents, however, don’t believe they are getting enough information
from the media. Sixty-seven percent said the media have turned investing
into a form of popular entertainment, and an additional 38% are fed up
with hearing about technology and Internet companies.
Michael added that people seem increasingly conflicted about the tech
arena. While the survey found that 62% of respondents believe the best
way to make money today is to invest in technology stocks, 65% admit to
worrying about the stability of these companies.
Another interesting point for IR pros trying to get their clients
noticed: 70% of respondents who are investors said they have received
tips on tech stocks from non-investment professionals, with 56% of that
group buying the stock or fund they were tipped about.
’They’re really eager for advice,’ said Michael.
For the survey, Scudder contacted 1,300 individuals across the country
via telephone between April 18 and May 1, and interviewed 1,600 others
in California, Florida, Illinois and Texas.