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Study probes black investors' recall of investment firms' products

(Sept. 28, 2005)Affluent African American investors are considerably more likely than the general population of investors to have a variety of investment products such as stocks, bonds, mutual funds and annuities. That's the finding of a new study from Juice Market Research, a division of Phoenix Marketing International, which indicates that these investors represent the greatest opportunity for investment firms to capture brand loyalty and market share.

"The African American Active Investor Study" is the first syndicated research product of its kind to identify which investment firms are viewed most favorably among African American investors and identifies opportunities and trends in the marketplace. More than 900 respondents were surveyed online from August 2004-June 2005. The study reports on African American investors with 25K in investable assets to investors with $100K or more in investable assets.

"African American investors represent the fastest growing market for the investment services industry, yet our study found that many firms are not reaching this important group effectively," said Mark Boles, president of Juice Market Research. "By tracking the attitudes and opinions of this group, investment services firms will be able to confidently appeal to the African American investor."

The study compared general population active investors to affluent African American investors and reports on significant trends relating to retention, investment products, advertising awareness and investment firm choice. Among the more interesting findings:

-- 70% of affluent African Americans participate in an employer-sponsored 401(k) or 403(b) plan compared to 56.3% of general population active investors

-- 64% of affluent African American investors own stocks outside employer-sponsored plans compared to 44% of general population active investors.

-- 61% of affluent African American investors own mutual funds outside employer sponsored plans compared to 38% of the general population.

-- 58% of affluent African Americans have a trading/brokerage account compared to 31% of the general population.

On average, the affluent African American active investors surveyed reported higher rates of unaided financial service company awareness, advertising recall, likelihood to consider and overall impression than both the general population and African Americans with less than $100,000 to invest.

The report also found that Charles Schwab led in unaided awareness for all groups of African American investors with Merrill Lynch, American Express and Smith Barney following. Interestingly, AXA Advisors, which targets African Americans, was not a top of mind mention, according to the study.

The 2005 African American Active Investor Study provides numerous insights into opportunities within the affluent African American Market. In addition to the three main comparison groups, the report also looked at how affluent African Americans ($100K+ in investable assets) compared by gender, by age (18-49/50+) as well as by those who categorize themselves as "Broker Dependent" or a "Self-Advisor".

For more information, contact Juice Marketing at www.juicemktg.com

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Wabash Ave. Suite 210 Chicago, IL 60604 t. 312-408-1881 f. 312-408-1867 info@targetmarketnews.com	THE LATEST NEWS Study probes black investors' recall of investment firms' products (Sept. 28, 2005)Affluent African American investors are considerably more likely than the general population of investors to have a variety of investment products such as stocks, bonds, mutual funds and annuities. That's the finding of a new study from Juice Market Research, a division of Phoenix Marketing International, which indicates that these investors represent the greatest opportunity for investment firms to capture brand loyalty and market share. "The African American Active Investor Study" is the first syndicated research product of its kind to identify which investment firms are viewed most favorably among African American investors and identifies opportunities and trends in the marketplace. More than 900 respondents were surveyed online from August 2004-June 2005. The study reports on African American investors with 25K in investable assets to investors with $100K or more in investable assets. "African American investors represent the fastest growing market for the investment services industry, yet our study found that many firms are not reaching this important group effectively," said Mark Boles, president of Juice Market Research. "By tracking the attitudes and opinions of this group, investment services firms will be able to confidently appeal to the African American investor." The study compared general population active investors to affluent African American investors and reports on significant trends relating to retention, investment products, advertising awareness and investment firm choice. Among the more interesting findings: -- 70% of affluent African Americans participate in an employer-sponsored 401(k) or 403(b) plan compared to 56.3% of general population active investors -- 64% of affluent African American investors own stocks outside employer-sponsored plans compared to 44% of general population active investors. -- 61% of affluent African American investors own mutual funds outside employer sponsored plans compared to 38% of the general population. -- 58% of affluent African Americans have a trading/brokerage account compared to 31% of the general population. On average, the affluent African American active investors surveyed reported higher rates of unaided financial service company awareness, advertising recall, likelihood to consider and overall impression than both the general population and African Americans with less than $100,000 to invest. The report also found that Charles Schwab led in unaided awareness for all groups of African American investors with Merrill Lynch, American Express and Smith Barney following. Interestingly, AXA Advisors, which targets African Americans, was not a top of mind mention, according to the study. The 2005 African American Active Investor Study provides numerous insights into opportunities within the affluent African American Market. In addition to the three main comparison groups, the report also looked at how affluent African Americans ($100K+ in investable assets) compared by gender, by age (18-49/50+) as well as by those who categorize themselves as "Broker Dependent" or a "Self-Advisor". For more information, contact Juice Marketing at www.juicemktg.com Go to Target Market News homepage	11th Annual Edition Available 'Buying Power' report reveals surge by black households for consumer electronics Despite tighter economic times, African-American households are significantly increasing their expenditures on consumer electronics for the home, according to the newest edition of The Buying Power of Black America report. In many categories such as video games, televisions, CD players, cable TV service and sound equipment, black households are spending more on average than their white counterparts. According to the 103-page report, black households had $656 billion in earned income in 2003, an increase of 3.9% over the $631 earned in 2002. Read more and see the latest expenditure figures for black consumers SUBSCRIBE TODAY! The trade publication for in-depth coverage of Black Consumer Marketing and Media news ORDER THE WORKBOOK NOW! 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