August 23, 2006

Males Are More Active Investors

Investment Attitudes And Activities Across Genders And Generations

This is the third document in the "Financial Consumer Gender Gap" series.

by Bruce D. Temkin

with Eric M. Dolan, Peter Hult

Executive Summary (This is a document excerpt)

We compared investment attitudes and activities for males and females across five generations of consumers: Gen Yers (18–26), Gen Xers (27–40), Younger Boomers (41–50), Older Boomers (51–61), and Seniors (62+). Our findings: Males are more involved in investment decisions, are less risk-averse, are more likely to buy and sell investments, and are more likely to handle investment activity online than their female peers. While that makes males good targets for investment marketers, firms may also want to take advantage of female Boomers' risk aversion and Seniors' online proclivity.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.