A new survey of 500 UK investors reveals a profound shift in the way financial news is consumed, with digital platforms, AI tools and social media now rivalling traditional media as primary sources of information.
The Investment News Consumption Survey 2025, commissioned by communications and investor relations agency, Tavistock, and carried out by Censuswide, highlights how a fragmented media landscape is reshaping investment decision-making across all age groups.
Key findings show that:
- Media engagement is at an all-time high, but no single platform dominates
- Professional investors overwhelmingly prefer short-form content and newsletters
- 87% of investors use social media for financial news, with Reddit, TikTok and YouTube playing significant roles
- Nearly one in eight UK investors cite AI-generated recommendations as the most influential source of investment insight
- The grey pound is increasingly digital savvy, with older investors embracing online news and real-time data tools more so than their Gen Z counterparts
The research reveals clear generational differences in how financial information is consumed:
- Younger Gen-Z (aged 23 to 34) investors and older Baby Boomer and Gen-X (aged 55 to 65) professionals both favour trustworthy online news accessed on smartphones and social media
- Middle-aged investors (aged 45 to 54) are more likely to rely on direct communication from funds and prefer traditional formats such as print and television
While digital-first channels such as Bloomberg, Refinitiv, and Morningstar are leading sources of news and data, trusted media outlets including the Financial Times and The Sunday Times remain important benchmarks, particularly among wealthier and older investors.
Henry Adefope, a director of Tavistock and a financial services and investment industry communications specialist, said: “No single channel dominates, making all mediums, old and new, essential for financial institutions seeking to reach diverse investor segments. You still need the credibility of traditional media for share of voice; without it, one person’s opinion is as valid as another’s. To succeed you need the gravitas of the old reputable media amplified by social media”.
The research highlights the growing influence of AI-powered search tools and SEO on investment decision-making, with 11% of respondents rating AI recommendations as their top influence, placing them ahead of peer recommendations and direct company communications.
Investors also reported spending an average of five hours per week consuming investment news, with device usage shifting firmly towards smartphones and computers. Audio content such as podcasts now rivals print in popularity.
Jos Simson, CEO of Tavistock, said: “We have entered a new era for investor communication. Financial firms can no longer rely on a one-size-fits-all communications strategy. To build trust and visibility, they must tailor content by age, platform, and format, combining traditional editorial gravitas with the agility of search and social”.
