How To Reach US Investor Segments

Forrester combines two dimensions that meaningfully distinguish individual investors — investable assets and self-directedness — to create nine discrete investor segments. Among other distinct characteristics, the segments have different media consumption habits. By revealing which newspapers, magazines, TV channels, and Web sites each segment is most likely to use, our data helps channel and marketing professionals reach the segments they're most interested in. Affluent Soloists, for example, are much more likely to watch PBS and read Money magazine than other segments; Validators are most likely to participate in social networks like Facebook.