pulse of the nation: finance edition · the speakers... georgie is a multi-award winning journalist...

From saving money to making money, we’ve got it coveredWhere are you with your money?Mail Advertising Research

Thursday 9th February 2017

PULSE OF THE NATION: FINANCE EDITION

Introduction2016 saw seismic events, like Britain’s unexpected vote to leave the European Union, and the unforeseen election of President Trump in the United States. Regardless of your political views, electorates across the globe are seemingly united in expressing a strong desire for something new. It is undeniable that we are heading into a period of uncertainty and these changes, for better or worse, will have consequences for both the wider economy and – on a more micro level - people’s personal finances. Our brands are accessed by more than 60% of the UK population every month - enabling us to directly tap into the pulse of the nation and find out how consumers are really feeling. So in December 2016, Mail Advertising commissioned a quantitative study to understand people’s attitudes to personal finance in 2017, interviewing nearly 2,000 people.

This booklet introduces five lifestyle segments from across the age ranges which financial marketeers will find useful. It illustrates Mail readers’ perspectives on the UK economy and personal finances: their financial concerns, their attitudes to saving and investing in 2017, and - ultimately - how you can reach them.

Clare RushChief Revenue Officer

TheSpeakers...

Georgie is a multi-award winning journalist and radio presenter of ten years, who has hosted the Consuming Issues show on Share Radio since 2014. Georgie began her career as an intern at CNN, before moving to Global Radio during the collapse of Northern Rock.

Georgie’s interests include personal finance, consumer affairs, property, careers, health, ethical and behavioural consumerism and campaigning issues. Georgie has an MA in Political Communications, Politics and Media Law at Goldsmiths, a PGDip in Broadcasting, and a history degree from Bristol University.

Holly Mackay has been working in the investments space since 1998. Until 2007 she worked in both Australia and the UK, for several global investment firms.

In 2008, fed up of working for big financial companies, she set up a business called The Platforum, now one of the UK’s most respected financial research firms. She sold the business to Centaur Media in 2011 and left the business in November 2014.

Boring Money is Holly’s new venture. Her aim is to help people without PhDs in finance understand the investment markets without jargon, bias or gobbledygook. More information can be seen at www.hollymackay.com

Jeff is a personal finance journalist with more than 25 years’ experience in the field. He is the Personal Finance Editor at the Mail On Sunday and writes for Financial Adviser, Moneywise magazine and Mindful Money.

Jeff has led campaigns on issues including bank branch closures, better pension protection for workers, an improved deal for people in income drawdown, protection insurance that pays claims rather than declines them, and copycat Government websites.

Georgie Frost

Holly Mackay

Jeff Prestridge

Dan is the Editor of Money Mail, the personal finance pages of the Daily Mail.

His section appears each Wednesday and Dan’s team also writes news and features throughout the week. Money Mail was Britain’s first newspaper personal finance section when it launched in 1966, and covers investigations, consumer campaigns, advice and colourful features on everything from pensions to online shopping.

Previously, Dan was the Consumer Affairs Editor at The Daily Telegraph, where he oversaw major campaigns that led to the 2015 pension freedoms and Isa reforms, and was the highly commended Specialist Journalist of the Year at the Press Awards in 2015.

Dan Hyde

Simon is the Editor of This is Money, the financial section of MailOnline. Simon joined the website in 2005 and now oversees all the award-winning personal finance, consumer and City and business coverage and property and motoring content.

As well as writing a weekly column, with a particular interest in the economy, mortgages, and property and investing, Simon and his team have a weekly This Is Money Show on Share Radio. Simon also regularly appears as a money expert on BBC, ITV and Sky, and on national radio.

Simon Lambert

http://www.hollymackay.com/

Those “starting out” are optimistic about their personalfinances. In spite of being unfamiliar with investment matters,they are more willing to risk existing investments and savings for greater returns. They are prepared to invest time and effort to make the right decisions – reading more about personal finance products, providers and offers, but when it comes to advice they don’t really know who to trust. They view newsbrands as an important source of personal financial information. Adverts are also viewed as valuable content, being seen as informative and serving as an effective way of creating a positive opinion of providers.

Starting OutMail brands: Monthly reach of 9.9m

Their feelings about their current financial situation...

But they are proactive on personal finances...

This audience’s most used sources for personal finance information...

They have current financial concerns...

think the UK economywill improve over thenext 12 months

think their personal finances will improve over the next 12 months

43% invest time& effort to get the right

financial products

40% believe it is important to get good

financial advice

40% say when lookingfor financial advice it is difficult

to know who to trust

35%

29% say not having afinancial buffer

27% say not having enough for a holiday

26% say not having enough to maintain my current standard of living

news brands39%word of mouth

bank/ building society

47%

57%

online experts/ advice

51%price

comparison

27%

Branded Video Bespoke commercial video content with 1M

guaranteed views of 10 seconds or more

MOL homepage native articleBespoke commercial editorial with 400,000 guaranteed page views

“Eight houses in the Bahamas and a yacht? No thanks! Fearne Cotton reveals how she’s a bargain hunter at heart (even if she does like the odd designer splurge)”

49%26% say healthy

46% say OK

How to use Mail brands to engage...

26% say struggling / in trouble

Metro homepage native articleBespoke commercial editorial content with

10,000 guaranteed page views“16 facts everyone should know before

buying their first house”

2% say don’t know/rather not say

plan to increase the amount they save in the next 12 months

53%

They are looking to save more but aren’t sure about investing...

are unsure whether to invest more or less in the

next 12 months

33%

‘Young families’ report a wide range of financial concerns. Shortterm anxieties involve not having enough for holidays, a rainy day or to treat their kids. In the longer term they are thinking aboutfinancing university and their own retirement. Burdened by responsibilities, three-quarters plan to at least maintain the amount they save, while six in ten plan to maintain the amount they invest. Sourcing the best deal pre-occupies them, with half planning to open, switch or change savings and investments products or providers in the next year. They recognise that it’s more important than ever to get good financial advice. They rely on a wide range of sources with two in five turning to news-brands. Commercial messages are vital – one in two would like to see more financial advertising.

Exhausted ParentsMail brands: Monthly reach of 5.6m




They have current financial concerns...


think their personal finances will improve over the next 12 months

34% believe it is important toget good financial advice

35% read moreabout financial products

and providers

21% make more effort tokeep up-to-date with

best rates and returns

38%

24% say not having enough to pay for child’s school/

university fees

30% sayhaving a holiday

28% say not having enoughto treat the kids



43%

42%


53%price

comparison

28%

Inline Mobile Format Highly engaging format

positioned amongst editorial content

45%

MOL Native articleBespoke commercial editorial content with 400,000 guaranteed page views

“Back to work for the seventysomethings: why retiredwomen are returning to work”

24% say healthy

55% say OK



Femail print advertorialEngaging lifestyle content, reaching

3.4m readers every week


plan to keep the same the amount they save in the next 12 months

43%

They are looking to continue saving and continue investing...

plan to keep the same the amount they invest in the

next 12 months

41%

Short term pessimism surrounding the UK’s economic prospects is balanced by their views on their own personal finances. Not having enough money for retirement, or to act as a buffer are key concerns. While their preference is for guaranteed returns, an entrepreneurial streak is present; a third would consider mutual or equity traded funds; three in ten would consider trading stocks and shares; three in ten would consider peer-to-peer lending or crowd funding options. Mature families recognise the need for professional advice with four in ten saying they are likely to consult an IFA when making significant investment decisions. They see the value in financial content and express a desire to see more editorial and advertising from financial providers. Financial journalism is key to this group. Online expertise and news-brands are favoured more strongly by this group over any other information source.

Footloose and Family FreeMail brands: Monthly reach of 4.7m


But they are open to expert advice...


They have a few current financial concerns...

think the UK economywill worsen over thenext 12 months

think their personal finances will remain the same over the next 12 months

18% rely on themselves whentaking financial decisions

18% read more about financial products and

providers nowadays



38%

34% say not havingenough for retirement


27% say not having enough to maintain my current

standard of living

news brands52%

word of mouth


43%

36%


53%price

comparison

35%44%

19% say healthy

63% say OK




plan to keep the amount they save the

same in the next 12 months

40%


plan to keep the amount they invest the same in the next

12 months

37%

Page � Daily Mail, Friday, January 15, 2016

turn to next page

the credit cards that can make you richer

2016 moneymakeover

4-page pullout that’ll SaVe You a FoRtuNe

After this you’ll earn 0.5 pc on the first £3,500 spent each year, 1 pc on the next £4,000 and 1.25 pc on any spending above this.

Santander 123 is mind-bogglingly complicated, but basically gives between 1 pc and 3 pc cashback on certain types of spending such as supermarkets, depart-ment stores and transport. However, there

is a £3 monthly fee to take the shine off those rewards.

Nationwide current account holders can get 0.5 pc cashback on its Select Credit card as long as they pay £750 a month into their current account.

Some store cards, such as Marks & Spencer and John Lewis, automatically

aT THiS time of year, credit cards can feel like a millstone around your neck. Christmas bills are a r r i v i n g a n d y o u’ r e wondering how you could

possibly have spent that much.But a credit card can be a very useful

tool and not just a painful reminder that your generosity can sometimes extend a little too far.

Making your card work harder comes down to one basic question: do you tend to pay off your bill in full each month?

if so, you need to choose a card offering rewards. if not, then you can still free up more money by changing when and how you pay your bill.

Let’s start with those rewards. There are basically two types: gifts and cash.

Gifts tend to be worth more, but only if you use them. Billions of pounds of rewards remain uncollected on credit card and store loyalty schemes.

Cash, on the other hand, is dished out annually as a credit on your account.

The best cash scheme is probably American Express’s Platinum Cashback Everyday card. This gives 5 pc on everything you buy for three months on up to £2,000 of purchases — so a maximum £100 reward.

send vouchers to be spent in store. Sainsbury’s Bank Nectar card occasionally boosts the value of the rewards for spending on specific items.

Tesco’s Clubcard credit card is a decent option if you prefer to shop there, or there’s the Asda Money card.

Airline schemes are generally popular ways to earn rewards. But make sure you can use them as reward flights tend to sell out very quickly in school holidays.

Virgin Atlantic’s range is run by MBNA, offering points towards flights.

There are also American Express cards providing Avios points towards BA flights.

The key with any of these cards is to put every possible spending on them, right down to your morning latte, and then pay it off in full each month by direct debit, other-wise the interest will far outweigh the value of the rewards.

There are other ways to make your money stretch further with a credit card. Potentially the most lucrative are those that don’t charge a mark-up when you use them abroad.

Most cards take commission from the exchange rate when converting your spending back to sterling. This can effectively add between 3 pc and 5 pc to your holiday spending.

Cards that don’t make this charge include Post Office Platinum, Halifax Clarity, MBNA Everyday Plus American Express, Creation Everyday and Nationwide Select for current account customers.

So what if you’re a consistent borrower? in

by Tony Hazell

Illus

trat

ion:

AN

DY

WA

RD

The Lloyds Bank Direct Investments Service is operated by Halifax Share Dealing Limited. Registered Office: Trinity Road, Halifax, West Yorkshire, HX1 2RG. Registered in England and Wales no. 3195646. Halifax Share Dealing Limited is authorised by the Financial Conduct Authority, 25 The North Colonnade,Canary Wharf, London, E14 5HS under registration number 183332. A member of the London Stock Exchange and a HM Revenue and Customs Approved ISA Manager. Only available to UK residents 18+ years old. Lloyds Bank plc Registered Office: 25 Gresham Street, London EC2V 7HN. Registered in England andWaleso. 2065. Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority under Registration Number 119278.

SHARE DEALING

DOMOREWITHYOURSAVINGSWITHOURSHAREDEALING ISA

POTENTIAL

lloydsbank.com/sharedealingisa

Open a Share Dealing ISA andmake themost of your new ISA allowance.

You can invest up to £15,240 in a Share Dealing ISA less any amount already savedin a cash and/or innovative finance ISA in the same tax year.

Lloyds Share Dealing ISA Admin charge is £20 every six months. Online dealing commissionis £11 per deal or a reduced rate of £8 if you trade 8 ormore times per quarter.

The value of your investment and the income from them can go down as well as up andyoumay get back less than you originally invested. Tax treatment depends on individual

circumstances andmay change in the future. If you are in any doubt aboutmaking your owninvestment decisions it’s best to get advice from a qualified financial adviser.

no

March 27 • 2016 The Mail on Sunday March 27 • 2016 The Mail on Sunday Stand

Personal Finance sPecial issue

TMOS_Masthead_Reversed_NoLines

TMOS_Masthead_Lines

TMOS_Masthead_NoSunday_NoLines

TMOS_Masthead_Reversed_Small_NoLines

TMOS_Masthead_Small_Reversed_NoCrest_NoLines

8-PagePullout

Grow your savinGsl Boost your returns with big tax breaks

l Easy guide to new generous allowances

l racier investments that put fun in funds

l Must-read tips for every saver’s isa portfolio

This is Money nativeBespoke commercial editorial content with 12,000 guaranteed page views

Financial Mail on SundayAuthoritative and accessible finance section offering an

audience of 3.7m every week

Money Mail Supplement Valued source of advice and

information reaching 3.4m readers every Wednesday

http://lloydsbank.com/sharedealingisa

‘High Net Worth’ individuals are well set, but preparing for retirement is a key financial concern. They have a broad financial portfolio which is proactively managed. Familiarity with investment matters means that they are prepared to accept reasonable risk for greater returns. Traditional equity based investments are their favoured vehicle. Personal financial journalism is an important source of infoformation. Newsbrands and financial websites are the most used sources. They exhibit a strong appetite for all types of content – half want to see more financial editorial; one in three want to see more financial advertising. Advertising in the right environment is vitally important – ‘High Net Worth’ individuals view the adverts offered by news-brands as the most impactful.

High Net WorthMail brands: Monthly reach of 6.9m




They don’t have many current financial concerns...



46% invest time & effort to getthe right financial products

35% rely on themselves when taking financial

decisions



35%

23% say not havingenough for retirement

15% say not having enough to maintain my current

standard of living

28% don’t have anyfinancial concerns



47%

33%


57%price

comparison

36%41%

48% say healthy

47% say OK






56%


plan to keep the amount they invest the same in the next

12 months

46%

This is Money Guest ChannelBespoke channel, created for long-term

partners, reaching 4.3m monthly UK visitors

Money Mail Supplement Valued source of advice and informationreaching 3.4m readers every Wednesday

Page � Daily Mail, Friday, January 15, 2016

turn to next page

the credit cards that can make you richer

2016 moneymakeover

4-page pullout that’ll SaVe You a FoRtuNe

After this you’ll earn 0.5 pc on the first £3,500 spent each year, 1 pc on the next £4,000 and 1.25 pc on any spending above this.

Santander 123 is mind-bogglingly complicated, but basically gives between 1 pc and 3 pc cashback on certain types of spending such as supermarkets, depart-ment stores and transport. However, there

is a £3 monthly fee to take the shine off those rewards.

Nationwide current account holders can get 0.5 pc cashback on its Select Credit card as long as they pay £750 a month into their current account.

Some store cards, such as Marks & Spencer and John Lewis, automatically

aT THiS time of year, credit cards can feel like a millstone around your neck. Christmas bills are a r r i v i n g a n d y o u’ r e wondering how you could

possibly have spent that much.But a credit card can be a very useful

tool and not just a painful reminder that your generosity can sometimes extend a little too far.

Making your card work harder comes down to one basic question: do you tend to pay off your bill in full each month?

if so, you need to choose a card offering rewards. if not, then you can still free up more money by changing when and how you pay your bill.

Let’s start with those rewards. There are basically two types: gifts and cash.

Gifts tend to be worth more, but only if you use them. Billions of pounds of rewards remain uncollected on credit card and store loyalty schemes.

Cash, on the other hand, is dished out annually as a credit on your account.

The best cash scheme is probably American Express’s Platinum Cashback Everyday card. This gives 5 pc on everything you buy for three months on up to £2,000 of purchases — so a maximum £100 reward.

send vouchers to be spent in store. Sainsbury’s Bank Nectar card occasionally boosts the value of the rewards for spending on specific items.

Tesco’s Clubcard credit card is a decent option if you prefer to shop there, or there’s the Asda Money card.

Airline schemes are generally popular ways to earn rewards. But make sure you can use them as reward flights tend to sell out very quickly in school holidays.

Virgin Atlantic’s range is run by MBNA, offering points towards flights.

There are also American Express cards providing Avios points towards BA flights.

The key with any of these cards is to put every possible spending on them, right down to your morning latte, and then pay it off in full each month by direct debit, other-wise the interest will far outweigh the value of the rewards.

There are other ways to make your money stretch further with a credit card. Potentially the most lucrative are those that don’t charge a mark-up when you use them abroad.

Most cards take commission from the exchange rate when converting your spending back to sterling. This can effectively add between 3 pc and 5 pc to your holiday spending.

Cards that don’t make this charge include Post Office Platinum, Halifax Clarity, MBNA Everyday Plus American Express, Creation Everyday and Nationwide Select for current account customers.

So what if you’re a consistent borrower? in

by Tony Hazell

Illus

trat

ion:

AN

DY

WA

RD

Retirees are generally in a good place. They are the most likely to report their current financial situation as being healthy, identify their income as secure and twice as likely to say that they have no financial concerns. However, they are by far the most pessimistic about the prospects for their personal finances over the coming year – citing low interest rates and inflation bedevilling their fixed incomes. Attitudes to savings and investments are well entrenched and there is a strong preference for low risk guaranteed returns, with a diminished appetite for investments. They are self-reliant, taking financial decisions independently. Newspapers are a key source of financial information for this group.

Revelling RetireesMail brands: Monthly reach of 4.7m


But they are self-reliant and sceptical on personal finance...


They have few current financial concerns...

think the UK economywill worsen over thenext 12 months


31% rely on themselves whentaking financial decisions

22% say there’s nosuch thing as expert

financial advice

28% invest time & effort when looking for financial advice

43%

16% say not havingenough for a holiday


28% don’t have anyfinancial concerns

news brands47% word of mouth


52%

17%


35%

pricecomparison

25%

40%31% say healthy

50% say OK






56%

They are looking to continue saving but are unsure on investing...

are unsurewhether to invest more or less in the

next 12 months

43%

Two week tablet app Sponsorship

Highly visual and engaging platform reaching 4.4m

unique visitors each month

Daily Mail high impact displayDaily news destination, reaching 3.4m

readers every day

Seriously PopularFor the last 120 years

Get in touch

Charlotte TaylorStrategy Director - Partnerships

+44 (0) 7802 590310 [email protected]

Sam LaneAccount Director – Financial Services

+44 (0) 7769 301 772 [email protected]

Susanna ZakarianAgency Partner

+44 (0) 20 361 50315 [email protected]

mailto:[email protected]



pulse of the nation: finance edition · the speakers... georgie is a multi-award winning journalist...

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