Study shows Americans crave better financial knowledge

October 12, 2009

Young adults particularly motivated to increase financial literacy in light of recession
Chicago (October 13, 2009)–Kids and teens aren’t the only ones going to back to school this fall. A new report from Mintel Comperemedia, a service that provides direct marketing competitive intelligence, reveals that three in four adults (75%) are trying to increase their financial know-how because of the current economic crisis. A third (32%) say they’ve already done so, while 43% say they plan to learn more about financial topics in the future.
People are also looking to professionals more for financial advice. While 65% say they feel unsure about investing because of the economic crisis, four in 10 (38%) say they’ve started meeting with a financial advisor, or plan to soon, to work towards securing their financial future. Thirty-one percent admit they’d like advice from a professional on how to invest their money.
Susan Menke, VP at Mintel Comperemedia, comments:
“The recession was a wake-up call for many Americans. They now feel unsure about investing and money management, so they’re turning to friends, family and professionals for help in learning more about money. Many people are determined not to repeat the mistakes of the past.”
Mintel Comperemedia reports that young adults are the most determined when it comes to increasing financial literacy. Five out of six Echo Boomers (84%) say they’ve already become or plan to become more educated about financial matters, and four in 10 (39%) say they would like investment advice from a financial professional.
“Though young adults are the most motivated, people of all ages are looking for financial education right now. Financial services companies have a tremendous opportunity to provide information, guidance and support to these eager consumers,” states Susan Menke. “Financial literacy initiatives could help rebuild trust in financial brands, establish loyal customer relationships and help foster a more responsible, informed public.”
On average, financial services companies dedicate 22% of customer communication direct mail to informational mailings, per Mintel Comperemedia’s analysis of direct marketing. The insurance industry sends the highest number of informational mailings, followed by investment firms and credit card companies. Mintel Comperemedia sees many companies using direct mail to invite recipients to informative seminars on financial topics.
Born between 1977 and 1994, Echo Boomers are currently aged 15-32
Visit Mintel Comperemedia (Booth 3022) at the DMA09 Conference & Exhibition, October 17-22 in San Diego, CA:

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