NEW YORK, June 29, 2020 — The Harris Poll and Yahoo Finance, part of Verizon Media, have formed a partnership to conduct an ongoing poll of investors, market and consumer trends. The surveys will be exclusive data sets for Yahoo Finance and will provide an additional stream of data-based coverage crucial to the over 80 million people who turn to the site every month for financial and business news.
“As market research experts, we understand the link between consumer sentiment and the market performance of brands,” says Will Johnson, CEO of The Harris Poll. “We’re here to help Yahoo Finance readers see that link, so they can be wiser about their investment decisions and achieve their investment goals, whether that’s a secure retirement, the purchase of a home, affording tuition for their children or to launch a new business.”
“Yahoo Finance connects our audience with the best experts, tools and information they need to stay informed, make smart financial decisions and achieve their goals,” said Andy Serwer, Yahoo Finance Editor-in-Chief. “We’re excited to be working with The Harris Poll, one of the most respected names in market research, to delve into and explore topics that are of vital interest to our audience and partners.”
Working with Yahoo Finance editors, researchers at The Harris Poll will poll a representative sample of investors twice a month to detect changes in their outlook and sentiment and, through a series of topical questions, discover their opinions on relevant issues to Yahoo Finance’s readers as they seek to better understand the noisy world around them.
Results of the inaugural Yahoo Finance-The Harris Poll are being published today. Among the key takeaways from the first poll:
The COVID-19-triggered recession is hitting women harder than men, with only 47% of women saying they are still in the same job they held before the pandemic hits versus 63% of men. Job losses hit Gen X women hardest, with 19% of women ages 35-44 saying they had been laid off or furloughed, compared to just 2% of men in that group.
Across all age and income groups, Americans are cutting back, with 82% saying they have reduced spending. Again, there is a split between men and women, with 71% of all men predicting their spending will return to normal within a year versus 62% of women. And one in seven women ages 55-64 say they think their spending will never return to normal.
Individuals are both pessimistic and optimistic when it comes to the markets. Four of 10 people expect their investments will lose value over the next five years, with another 10% foreseeing a gain of less than 5% over that time span. Yet one-third of people are bullish, saying this is a good time to invest in equities.
About The Harris Poll:
Founded in 1963 by pollster Lou Harris, The Harris Poll is one of the world’s leading public opinion, social intelligence and strategy firms. Through continuous pulsing of society in the U.S. and internationally, Harris helps clients interpret, adapt and respond to constantly changing issues. Widely recognized for its polls and insight on voter sentiment, The Harris Poll also leverages bespoke polls to advise Fortune 500 C-suites on how to meet the evolving needs and wants of their customers and other stakeholders.
In 2017, The Harris Poll joined the Stagwell Group to create the largest independent data-driven digital market services firm in the U.S. The Harris Poll is run by Co-CEOs Will Johnson and John Gerzema, two veteran strategists with backgrounds in analytics and brand marketing from senior roles at WPP agencies BAV Consulting and Young & Rubicam.
About Yahoo Finance:
Yahoo Finance, a unit of Verizon Media, is the leading global source of business and finance news. Yahoo Finance’s expert coverage, content and live, daily bell-to-bell programming is available on desktop and mobile web via finance.yahoo.com, as well as the Yahoo Finance app, Android TV, Apple TV, Fire TV, Samsung TV+, Roku and on linear broadcast via Fios.