Insight for Marketers: Consumer Attitudes to Investing

White Paper
A porcelain piggy bank, apparently upended, with coins scattered around

The retail investment market has been stifled for some time, with many consumers not willing or lacking the confidence to invest their savings for better long-term growth. However, as we emerge from the global pandemic and consumer confidence returns, many will have the potential to invest and may be tempted to look for better returns than current interest rates can deliver. Understanding consumer attitudes towards investing has never been more important.

YouGov has developed a framework designed to help marketers better understand the portion of the British population with investable assets and their varying propensity to invest. It highlights the attitudes and behavioral traits of core consumer groups based on the value of the investable assets they have and the extent to which they look for profitable ways to invest money.

Download this paper for insights into the realities and motivations of everyone from cautious savers and first-time investors to experienced investors.

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