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Erdos & Morgan's Financial Advisor Media Outlook and Usage Study

Fund Families want to know the best way to reach FAs and specifically target certain types of FAs. Media companies want to demonstrate their effectiveness.

The Erdos & Morgan Financial Advisor Media Outlook and Usage Study (FAMOUS) is the answer.

This distinctive annual study regarding the Financial Advisors (FA) market provides unique insights into the thought process and preferences of Financial Advisors regarding their media consumption and knowledge of ETFs and Fund Families within the professional investment community.

Since 1988, Erdos & Morgan has successfully produced niche syndicated studies focusing on media consumption. In 2012, companies such as CNBC, Barron's, The FT and Bloomberg told us that many studies are conducted among FAs but none focus on their media habits. We spent a year developing and vetting a survey instrument that would build a profile of the FA, explore their perception of specific fund families and understand their media consumption habits. The study has been produced on an annual basis since 2013.

The study provides basic information that is used to identify and target specific types of FAs. This includes AUM, type of firm employed at, job title, number of firms they represent and geographic location. Also included in the profile are investment options available, use and knowledge of 16 types of ETFs and 33 different fund families, compensation models, type of clients (high net worth, individual, institutional) and certifications.

The 2017 Financial Advisor profile includes these interesting facts:

  • Almost all (97%) manage funds for individuals
  • About two out of three can make buy/sell decisions for some/all clients without advanced notification
    • This is a significant increase from last year (55.6% vs. 64.9%)
  • Four out five can buy/sell funds from any firm

Financial advice clients sought within the past 6 months includes:

  • Retirement planning        93.6%
  • Portfolio management     89.3%
  • Financial planning           89.2%
  • Asset allocation                 88.0%
  • Investment strategies      87.6%
  • Estate planning                 67.8%

In terms of media outlook and usages, the current FAMOUS study takes a comprehensive approach to measuring media. This approach allows for a synergistic analysis of a media brand across different platforms. There are approximately 30 different publications, 50 different websites, 8 different networks with over 30 individual programs and 11 social media sites measured in the study. For social media, FAs were asked which if any they use professionally vs. personally. This study also evaluates mobile media as it relates to the use of applications (APPs) on smartphones and tablets.

Media brands measured by network, print and/or digital platforms include:
Advisor Perspectives, Barron's, Bloomberg Businessweek, Bloomberg Markets, Bloomberg TV, Business Insider, The Business Journals, CNBC, CNN, CNNMoney, The Economist, Financial Advisor, Financial Planning, Financial Times, Forbes, Fortune, FOX Business Network, FOX News Channel, Google Finance, Harvard Business Review, Institutional Investor, Investment Advisor, Investment News, Investopedia, Investor's Business Daily, The Journal of Financial Planning, Kiplinger's Personal Finance, MarketWatch, Morningstar, Motley Fool, MSNBC, MSN Money, Nerds Eye View, The New York Times, On Wall Street, PBS, Pensions & Investments, PLAN ADVISER, PLANSPONSOR, Private Wealth, Seeking Alpha, The Street, Street Insider, ThinkAdvisor, Trusts & Estates, USA Today, The Wall Street Journal, Wealth Management, Worth and Yahoo! Finance
 
Fund families include:
Alliance Bernstein, American Century Investments, American Funds, BlackRock, Dodge & Cox, Eaton Vance, Federated Investors, Fidelity, First Eagle Funds, Franklin Templeton, Goldman Sachs, The Hartford, Invesco, Janus, John Hancock Funds, JPMorgan, Legg Mason, Loomis Sayles, Marsico Funds, Matthews Asia, MFS Investment Management, Oppenheimer Funds, Pimco Funds, Principal Financial Group, Prudential, Putnam Investments, Russell Investments, State Street Global Advisors (SSgA), TD Ameritrade, T. Rowe Price, Van Eck, Vanguard, Wells Fargo

About Erdos & Morgan
Erdos & Morgan has been a leader in media market research for over 70 years, offering a wide range of full-service custom market research capabilities and syndicated research.

Erdos & Morgan, as a subsidiary of Beta Research, is certified as a women's business enterprise through the Women's Business Enterprise National Council (WBENC), the nation's largest third party certifier of businesses owned and operated by women in the USA. Erdos & Morgan remains an independent operating unit of Beta Research with offices in New York, New Jersey and Massachusetts. Our other syndicated studies include the Opinion Leaders and Purchase Influence in American Business studies.

Custom research is conducted among Financial Advisors, C-Suite Executives and High Net Worth Individuals utilizing both quantitative and qualitative techniques including online, mail, telephone, mobile, social media, personal/one-on-one interviews, focus groups, and other statistically sound methods.

For more information about the Financial Advisor Media Outlook and Usage Study (FAMOUS) or any other services from Erdos & Morgan, please contact David March at (201) 236-0469 or dmarch@erdosmorgan.com.


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