Santander TFI report: Generations on the Investment Market
The style of investing in Poland changes with age. Younger people treat investing as an on-demand service: fast, intuitive and digital. Older people focus on security and proven solutions. A new report by Santander TFI, ‘Generations on the Investment Market’, shows how Poles invest depending on their age, their attitude to risk and where they get their financial knowledge from.
According to the report, each generation has different motivations and investment styles. Younger generations are more likely to use mobile apps, are willing to take higher risks and perceive investments as a flexible service that can be easily discontinued. Older age groups place greater emphasis on stability and security.
Key findings from the study:
- 64% of Generation Z investors are women. Among Millennials, women account for 57% of investors.
- 39% of respondents associate investing with hope.
- 54% of investors choose banks. 37% of Generation Z respondents choose Revolut, while 66% of Baby Boomers choose banks.
- 38% of Generation Z and 31% of Millennials take on more risk as they gain experience.
- Gen Z treats investments like subscriptions – they start easily and quit easily. For young people, it’s not a strategy, it’s an on-demand service.
- Social media is the source of investment knowledge for 62% of Gen Z, 47% of Millennials, 32% of Generation X and 17% of Baby Boomers.
We are dealing with four different generations that invest in different ways. This means that the entire market, including us, needs to find the right communication channels and products for each of them. We have a lot to do in this area, because Poles are more and more interested in different ways of investing and saving. In other words, it's an exciting time for the financial industry, which has to compete with fintech companies, among others, by providing high-quality platforms, products and services.
The survey was conducted using the CAWI method on a sample of 1,147 people with investment experience including funds, individual retirement accounts (IKE/IKZE), gold, real estate and cryptocurrencies.
The full report is available at santander.pl/tfi/lp/pokolenia-na-rynku-inwestycji.
