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ASX Australian
Investor Study 2017

Emerging opportunities from the changing investor landscape.

ASX has been profiling Australian investors since 1986. This Study, prepared by Deloitte Access Economics, is based on a representative sample of the Australian population. It focuses on ownership of investments, trading behaviours, risk profiles and attitudes of ordinary Australians investing outside their institutional superannuation.

Prepared by

Deloitte. Access Economics

Download the full report

60%

Australian adults (11.2 million people)
invest outside of employer superannuation

37%

of Australian adults (6.9 million people)
invest on a securities exchange

  •  
     

    31%

    hold shares

  •  
     

    7%

    hold derivatives

  •  
     

    11%

    hold other on-exchange investments

All investors

On-exchange investments are more common than cash or property

  • 62%

    on-exchange investments

  • 56%

    cash

  • 37%

    investment property

More and more young people are investing

  • 10%
    20%

    18-24 year olds

    • 2012
    • 2017
  • 24%
    39%

    25-34 year olds

    • 2012
    • 2017

Disconnect between investor risk profiles and their return expectations

  • 21%

    of the most risk averse investors expect returns over 10%

  • 81%

    of young investors want stable or guaranteed returns

  • 60%

    of retirees want stable or guaranteed returns

Diversification is still not well understood

  • 46%
    40%
    15%
    • diversified
    • not diversified
    • don't know

     

  • 75%

    of share owners hold only Australian shares

Seeking financial advice

  • 60%

    use professional advice to make investment decisions
    (i.e. financial planner, full-service stockbroker, accountant, lawyer)

  • 45%

    use financial advice to make investment decisions
    (i.e. financial planner, full-service stockbroker)

Trading behaviours in the last 12 months

  • 40%

    of on-exchange investors actively traded

  • 65%

    of these, 65% traded online

  • 71%

    of investors made fewer than 10 trades

Self managed super funds (SMSF)

  • 15%

    of Australian adults claim to have SMSF

  • 13%

    of Australian adults without a SMSF are planning to establish one within the next 12 months

Non-investors

  • 84%

    of lapsed investors will invest again

  • 41%

    intend to return in next 2 years

Demographics

While most Australian investors are long-term focused, their goals can vary. These goals and attitudes are broken down across the following four demographics:

  • Next Generation
  • Wealth Accumulators
  • Retirees
  • Non-investors

Next Generation

Top three financial goals

  1. Accumulating wealth
  2. Saving for home deposit
  3. Saving for travel

Risk appetite

 
 

81%

Are seeking guaranteed or stable returns

Return expectations

 
 

8.2%

Expected average return for investments

Mix of investment

  • 44% hold cash savings
  • 31% hold shares
  • 25% hold investment property
  • 22% hold other on-exchange investments

Use of financial advice

 
 

37%

Use financial advice

Top 3 reasons for using financial advice

  1. Obtain advice tailored to their personal circumstances
  2. Get investment ideas
  3. Help them diversify their portfolios and minimise risk
 
 

15%

28%

Said they would use robo advice

Said they would not use robo advice

Trading methods of investors that have transacted in the past 12 months

  •  
     

    42%

    Used a non-advice broker or online trading platform

  •  
     

    36%

    Used an advice or full-service broker

  •  
     

    24%

    Used a financial planner

Wealth Accumulators

Top three financial goals

  1. Planning for retirement
  2. Accumulating wealth
  3. Supplementing current or future income

Risk appetite

 
 

67%

Are seeking guaranteed or stable returns

Return expectations

 
 

9.2%

Expected average return for investments

Mix of investment

  • 53% hold cash savings
  • 51% hold shares
  • 42% hold investment property
  • 25% hold other on-exchange investments

Use of financial advice

 
 

44%

Use financial advice

Top 3 reasons for using financial advice

  1. Obtain advice tailored to their personal circumstances
  2. Help them diversify their portfolios and minimise risk
  3. Gain access to investments they would otherwise not be aware of or able to access
 
 

13%

29%

Said they would use robo advice

Said they would not use robo advice

Trading methods of investors that have transacted in the past 12 months

  •  
     

    65%

    Used a non-advice broker or online trading platform

  •  
     

    21%

    Used an advice or full-service broker

  •  
     

    18%

    Used a financial planner

Retirees

Top three financial goals

  1. Planning for retirement
  2. Supplementing current or future income
  3. Accumulating wealth

Risk appetite

 
 

60%

Are seeking guaranteed or stable returns

Return expectations

 
 

8.0%

Expected average return for investments

Mix of investment

  • 68% hold cash savings
  • 58% hold shares
  • 26% hold investment property
  • 18% hold other on-exchange investments

Use of financial advice

 
 

52%

Use financial advice

Top 3 reasons for using financial advice

  1. Obtain advice tailored to their personal circumstances
  2. Help them diversify their portfolios and minimise risk
  3. Help them navigate the administrative and tax requirements of investing
 
 

4%

41%

Said they would use robo advice

Said they would not use robo advice

Trading methods of investors that have transacted in the past 12 months

  •  
     

    69%

    Used a non-advice broker or online trading platform

  •  
     

    21%

    Used an advice or full-service broker

  •  
     

    13%

    Used a financial planner

Non-investors

Individuals that have never invested

Top 3 reasons for having never invested

  1. I don't have enough money to invest
  2. I'm not confident that I know enough about investing to make the best decisions
  3. I think it costs a lot to begin investing
  •  
     

    58%

    Think they need more than $5,000 to begin investing

  •  
     

    58%

    Said that if they did invest, they would seek professional advice

Lapsed investors

Changes in personal circumstances drove them to leave investing

  •  
     

    84%

    Plan to return to investing

  •  
     

    41%

    Plan to return to investing within the next two years