Erdos & Morgan Releases 2018 Financial Advisor Media Outlook and Usage Study

| Press Release

Erdos & Morgan recently released the 2018 Financial Advisor Media Outlook and Usage Study (FAMOUS). This distinctive annual study regarding the Financial Advisors (FA) market provides unique insights into the thought process and preferences of Financial Advisors with regard to their media consumption and knowledge of ETFs and Fund Families within the professional investment community.

Our sample starts with combined databases of Registered Investment Advisors (RIA) and Registered Representatives. Financial Advisors are then selected as the initial sample source. Then this initial sample source was cross-referenced to the SEC database to form the final sample. The study is projectable to the 425,353 individuals reported in SEC FormADV who perform an investment advisory function.

When asked about the type of firm they are currently employed at, the FAs reported that 29% were Independent Registered Investment Advisors (RIA), 23% Independent Broker/Dealer, 20% at a Wirehouse, 10% Regional Broker/Dealer and 7% Dually Registered.

Three out of four describe their job title as Financial Planner/Investment Advisor. Other notable titles include Stockbroker/Registered Representative (8%), President/CEO/Principal Partner/VP (6%) and Investment Manager/Consultant (4%).

In order to better understand these professionals, the study contains information regarding the profile of the Financial Advisor.

Financial Advisor Profile includes these interesting facts:

  • Almost all (92%) manage funds for individuals
  • About 70% can make buy/sell decisions for clients without advanced notification. This is a continuing trend upwards (56% in 2016 vs. 65% in 2017 vs. 70% in 2018)
  • Four out of five can buy/sell funds from any firm

Financial advice clients sought within the past 6 months includes:

    • Retirement planning           94%
    • Financial planning               91%
    • Portfolio management       90%
    • Asset allocation                   89%
    • Investment strategies         88%

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.

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, 40 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.

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