How Consumers Save and Invest in the UK 2020 - Considers How Consumer Investment Behaviour Has Been Influenced by COVID-19 -

DUBLIN--()--The "How Consumers Save and Invest 2020" report has been added to's offering.

The aim of this report is to study how UK consumers behave when they make financial investment and saving decisions.

The report considers what types of saving and investment products consumers hold, how they purchase and invest and what factors influence their purchases. It also considers how consumer investment behaviour has been influenced by developments like COVID-19 and potential investment frauds. For this report, the publisher commissioned Made in Surveys Group (MIS) to conduct a survey among its online panel, drawing on a nationally representative sample of 2,076 UK adults aged 18+.

Key Findings

45% of consumers who own savings and investment products have been negatively impacted by the COVID-19 pandemic, with the value of their money held in savings and investment products declining. Not surprisingly, given the impact of the crisis on stock market values worldwide, individuals who have money held in investment products like stocks and shares (labelled Investors) have felt its negative effects more than Savers (who tend to only own cash-based savings products), with 59% of Investors seeing a negative effect on their wealth.

For the same reasons, the negative impact of the virus tends to rise the greater the wealth of the saver and investor. While 31% of Savers and Investors with less than 1,000 in wealth were negatively impacted, this rises to 76% for those with 500,000 or more in wealth.

COVID-19 has led to a sharp downgrading in sentiment regarding the growth of wealth over the past year. Pre-crisis, around four-in-ten Savers and Investors were happy with the growth of their wealth, compared with less than one-third today. Despite this, two-thirds of Savers and Investors have decided to take no action because of COVID-19 and effectively ride out the storm rather than change how they Save and Invest.

Despite wealthier Savers and Investors being the most adversely impacted by COVID-19, they still enjoyed higher returns over the past year compared with less affluent Savers and Investors. Over the past year, the typical saver and investor earned a return of around 3.6%, rising to 9.8% for those with 500,000 or more in wealth.

Examples of other findings from this report are:

  • Almost a third of savers are under-advised (i.e. they need professional advice and guidance but do not get it)
  • While only 15% of Savers and Investors used professional financial advisors in the past year, advisors are given a higher rating by their users compared with users of other sources of information and guidance
  • Only 15% of Savers and Investors seem to be aware of how to protect themselves against scams and unsuitable purchases
  • Over one-quarter of savers and investors have been approached in ways the Financial Conduct Authority has highlighted are often used by scammers and fraudsters
  • Six-in-ten consumers are Savers, while four-in-ten are Investors
  • 62% of Savers and Investors invested or saved some money in the previous year
  • The typical consumer has around 83,000 saved or invested (mean average)
  • The prime motive for saving and investing (58% of Savers and Investors) is to generate money now to cover for an immediate rainy day or unexpected event like unemployment
  • Less than half of savers and investors lay out plans for their financial future

Key Topics Covered


  • Consumers divide into Savers and Investors
  • Wealth and social grade largely determine the split
  • Most consumers save or invest for defensive reasons
  • Less than half of consumers make financial plans
  • Investors can invest because they are more willing to take risks
  • Consumers want income and capital returns, but judge by the income return
  • Investors minimise risk by owning a broad portfolio of products
  • Affluent Investors are the most active
  • Consumers prefer to accumulate monthly and would like to do it online
  • 29% of Savers and Investors are Under-Advised
  • Professional financial advisors, less used but of most value
  • Consumers are susceptible to scams and mis-selling
  • With major knowledge gaps
  • Over one-quarter exposed to suspicious action
  • Over four-in-ten negatively impacted by COVID-19


  • Definitions


  • Around four-in-ten consumers own investment products
  • Virtually all consumers hold cash assets
  • Age, gender and income the great discriminators
  • The saving and investing spectrum
  • The typical consumer has around 83,000 saved or invested
  • Wealth inequalities can be stark


  • Many consumers lack financial security
  • Motives, time scales and planning
  • Investors and the Financially Tight More Likely to Plan Ahead
  • The Strategists vs. the Impromptu
  • Having a motive for saving/investing is one thing, reaching the goal is another
  • Investors and the Financially Tight are more accepting of risk
  • Income vs capital gain preferences
  • Savers prefer income and Investors capital growth
  • Most consumers monitor their finances at least once a quarter


  • Savings accounts are where consumers hold most of their money
  • Investors have the most diversified portfolios
  • Niche products feature mainly in diversified portfolios
  • If more risk is accepted, then significant sums are invested in risker assets
  • Important assets are diversified at an exponential rate
  • Intra-portfolio diversification is also used to minimise risk
  • Most fund owners seem to understand what they are being charged
  • Cash will remain king over the coming year
  • Investment over the coming year skewed towards affluent Investors
  • ESG products are niche at the moment but they have potential for growth


  • Over six-in-ten saved or invested last year
  • When saving or investing consumers prefer to do so on a monthly basis
  • Investors show a greater preference for lump sum saving and investing
  • If saving and investing themselves, consumers prefer to do it online
  • Affluent men under the age of 45 are key users of fund platforms


  • Income return the main driver
  • The desired return shapes the factors considered


  • Only around half of Savers and Investors feel they can manage alone
  • Only one-quarter can self-manage, but over seven-in-ten have to
  • The Under Advised
  • Less wealthy Investors the most likely to be Under-advised
  • Financial management matches the assets owned
  • The Internet is the preferred information resource for Savers and Investors
  • Under Advised are less likely to consult information sources
  • Professional resources, less used but of most value
  • It's easier for wealthier individuals to find what they want


  • Almost one-quarter of consumers invest in highly risky products
  • Ownership is strongly associated with wealth
  • Over half of those with wealth of 250,000 or more own these assets
  • Significant gaps in knowledge exposes consumers to scams and mis-selling
  • Only 15% of Savers and Investors have strong protection
  • Less affluent Savers and Investors protected by default, not design
  • One-quarter of Savers and Investors exposed to suspicious activity


  • Half of Savers and Investors impacted by COVID-19
  • Most Savers and Investors have decided to sit still and ride it out
  • COVID-19 leads to a significant downgrading of sentiment
  • Satisfaction comes from earning a return of 3% or more
  • Despite economic uncertainty, Savers and Investors expect stable returns

For more information about this report visit

Laura Wood, Senior Press Manager
For E.S.T Office Hours Call 1-917-300-0470
For U.S./CAN Toll Free Call 1-800-526-8630
For GMT Office Hours Call +353-1-416-8900

Laura Wood, Senior Press Manager
For E.S.T Office Hours Call 1-917-300-0470
For U.S./CAN Toll Free Call 1-800-526-8630
For GMT Office Hours Call +353-1-416-8900