At a recent Bloomberg Buy Side Forum, a panel discussed the potential impact of technology on the asset management industry, particularly on the need for change to attract next-generation investors, given their preferences in interacting and engaging with investments. We cannot stress enough how important it is to evolve for these “new” target audience. Lucky for IR professionals, due to the formality and sensitivity of investor communication, “evolving” does not require learning how to use Snapchat; a straight-forward approach is to combine two components: mobile and infographics.
Component #1: Mobile
We dedicate a large amount of our time accessing information on-the-go from mobile devices. According to the recent Mary Meeker 2016 Internet Trends Report, worldwide mobile users spend on average four to five hours and use 12 apps on their phones per day. Mr. Dick Wei, regional head of Internet Research at Credit Suisse, mentioned in the 6th Annual China Investment Conference last year, that about half of the Chinese born in the 1990s check their mobile phones every 15 minutes. A study released by Deloitte found that people in the United States across all age groups check their phones 46 times per day on average. Regardless which part of the world your target investors are located, mobile is the preferred medium for engagement and it must not be overlooked in nowadays’ investor communication and reporting. After all, when was the last time you found it convenient to read or analyze content directly from hardcopy and text-heavy reports?
Component #2: Infographic
Earlier this year, Hubspot has summarized 37 statistics about visual content and we find the following applicable to the IR function:
Colored visuals increase people’s willingness to read a piece of content by 80%
More information can be retained three days later when an image is paired
In short, infographics draw attention and allow audience to actually absorb the message rather than just skimming through paragraphs of text. This is a concept that should definitely be considered when upgrading traditional black-and-white communication.
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