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What the July 2023 Globe Insiders Finance Study tells us about readers’ spending habits

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Recently, Globe Insiders conducted a survey to better understand the financial plans of our readers for the second half of 2023. The survey consisted of 1,529 respondents, one third of whom own more than $1 million in investable assets, and 16% of those who have between $500,000 – $1 million in worth. The survey delves into various aspects of their financial lives including investment habits, preferred investment partners, satisfaction with financial institutions, response to financial advertisements, their preferred spending categories, and desired financial topics for learning. Here’s an overview of some of the key findings: 

Spending priorities 

Compared to the first half of 2023, 51% of Globe readers plan to maintain their current level of spending while 24% are looking to increase their expenditure on discretionary purchases. These purchases primarily revolve around dining, traveling, diverse forms of entertainment, and spending on apparel. For the second half of 2023, readers top spending categories were vacation and holidays (59%), clothing or footwear (37%), concerts/theater tickets (32%), home renovation (25%), and home décor/furnishings at (16%).  

For investments, 60% of respondents say they plan to invest the same amount, while 15% say they plan to invest more than they did in the first half of 2023. However, most Globe readers are looking to change the company they invest with to focus more on finding an institution that offers better customer service (51%) and higher returns on their investments (53%).  

Financial interests  

When asked what topics Globe readers want to learn more about, many claimed they’re interested in learning more about tax strategies (52%) and retirement benefits (36%). Some mentioned an increased analysis of Canadian and US stocks and sectors (36%) along with RRIF (Registered Retirement Income Fund) investments (33%). Some other notable topics mentioned were cryptocurrencies, wills and trusts, AI, and green investing.  

Knowledge sourcing 

Most Globe readers rely on newspapers as their go-to source for managing their finances. This includes both digital newspapers (52%) and print papers (46%), while a significant portion of readers also turn to online websites (49%) for financial guidance. In contrast, rarely are individuals now turning to books (12%), television (13%), or radio (7%) for their financial information.  

Responses to advertisements 

48% of readers said they will take some form of action after seeing a financial advertisement online.  The ways in which they act after seeing an ad varies, such as searching the brand or service online (32%), directly visiting the company’s website to learn more (24%) or discussing the brand or service with others (15%).   

 For more information on this study, contact Andrew Consky, Head of Research and Media Insights at The Globe and Mail: aconsky@globeandmail.com.  

Globe Insiders Research on Personal Finance

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In October 2022, we reached out to our Globe Insiders to learn more about their personal investing habits as well as their concerns about their investment portfolio due to a possible recession. Here’s what they had to say about personal finance in 2022.

Globe Insiders Research on Personal Finance

Download the PDF here.

The Globe Insiders is an exclusive community of readers and subscribers to The Globe and Mail’s print and digital platforms.

Join The Women’s Collective

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The Globe’s ongoing Power Gap investigation has revealed the significant disparity that remains between men and women in the Canadian workforce. There is a systemic problem, and the issue isn’t only at the top of organizations, but at every level, as women continue to be outnumbered, outranked and out-earned by men. The pandemic has only exacerbated the problem. According to a new study by Deloitte, 48% of women have considered leaving the workforce for good, and 51% feel less optimistic about their careers.

Introducing The Women’s Collective

Join The Globe as a founding partner within a new, resource-rich community, designed to support women across Canada, across industries, and at all career stages, providing equal access to insights, tools, resources, whether working at home, in the office, or on leave.

The Globe Content Studio, with The Globe’s world-class editorial team, will deliver a vibrant, engaging mix of content features, events and newsletters, throughout the year ahead, and featuring powerful opportunities to align your brand:

The Leadership Series
Produced by The Globe Content Studio, this series will highlight your brand influence by spotlighting your leaders of tomorrow, your senior female executives, and highlighting your company’s core competencies. The program also features licensing to present this content on your owned platforms.

The Idea Exchange
A series of roundtable discussions with business leaders and Globe journalists, to tackle the most pressing challenges and barriers to advancing women in business. These moderated group sessions will explore solutions for what’s required to deliver impactful change.

Globe Events
Building the value of community, we’ll host an ongoing series of 60-90 minute webcasts, exploring the most important topics and bringing experts and Globe journalists together to engage our audience. Founding sponsors can join the panel discussion and gain the opportunity to deliver opening remarks. 

Take the next step

Supported with an extensive marketing campaign, The Women’s Collective is a powerful opportunity for you to engage a Canada-wide community of women in business. Join us and demonstrate your commitment to gender parity to your company’s staff and customers, in addition to building a strong, trusted profile for your brand, within your industry and across Canada.

For complete information, please contact your Globe representative.

Time for Change promotes diversity and inclusion through impactful journalism

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One year ago, George Floyd died after he was pinned beneath a police officer’s knee, and a global reckoning over anti-Black racism ensued. Derek Chauvin was later convicted of murder.

This week, The Globe and Mail published the Time for Change special report on the anniversary of Floyd’s death: intended to amplify the voices of Black leaders, while shedding light on the work that still needs to be done to combat systemic inequalities across infrastructure, employment and other facets of daily life.

Between features like Time for Change and our Editorial investigations such as the award-winning Bias behind bars, and the Power Gap, it’s clear that this content is resonating with our readers. The featured piece from the Power Gap investigative series received 82x more audience traffic than the average Globe article.

Time for Change promotes diversity and inclusion through impactful journalism

The Globe and Mail is committed to not just telling stories from diverse points of view, but also delving deep into the topics of diversity and inclusion in workplaces and communities across Canada.

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Learn more about Globe Special Reports

Vividata Spring 2021 shows The Globe is Canada’s top publisher

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Vividata’s Spring 2021 release highlights that The Globe continues to be the leader in national weekly print and digital readership and has maintained strong audience growth since Spring 2020.

We have the largest national weekly cume footprint (newspaper and digital) at 6.4 million (+10% from the same time last year) and our growth is being driven by strong digital engagement (weekly digital is up +17% vs last year).

Vividata’s Spring 2021 results:

  • The Globe’s total readership footprint (Globe weekly newspaper, Globe weekly digital, Report on Business magazine print/digital) is 7.1 million (7,109,000)

Globe weekly readership (newspaper and digital)

  • Our national weekly cume readership footprint is 6.4 million (6,435,000), larger than any other Vividata measured individual publisher brand
  • We have more readers than all other measured individual publisher brand in all of the key demographic categories (University Grads, MOPES, Senior Managers/Owners, Household Income $100K+, Personal Income $60K+, Business Purchase Influencers, Business Decision Makers, A25-54 with HHI $100K+)
  • Our Metro edition weekly footprint is 3.3 million (3,322,000)

Globe newspaper readership – National

  • Our weekly cume print readership is 3 million (3,047,000), larger than any Vividata measured print newspaper
  • Globe Monday-Friday print readers: 731,000
  • Globe Saturday print readers: 1,808,000

Globe newspaper readership – Metro

  • Our weekly cume print readership is 1.6 million (1,606,000)
  • Globe Monday-Friday print readers: 454,000
  • Globe Saturday print readers: 994,000

Report on Business Magazine

  • Print/digital readership: 2 million
  • Average issue magazine readership: 839,000
  • Monthly digital readership: 1.3 million

Source: Vividata Spring 2021, Total 14+

For more information about our platforms, the readership they attract and advertising opportunities within them, please explore our newspaper, magazines and digital sections, and contact your Globe representative. 

Introducing The Decibel –
The Globe’s new weekday podcast

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Connect to Canada in The Decibel, our weekday podcast

The Decibel, The Globe’s new, weekday podcast, launched this week, helping Canadians make sense of the most important stories shaping our world.

Sponsored by our launch partner, Mini, The Decibel discovers and unpacks the topics being passionately debated in business, politics and households across our country, hosted by Tamara Khandaker and Globe journalists – at home and around the world.

Already featuring in the top 10 of Canada Top Podcasts on Spotify and Top Shows on Apple Podcasts, you can listen to The Decibel in The Globe’s site and in your favourite streaming app: Apple Podcasts, Spotify, Amazon Music, Stitcher, Google Podcasts, iHeartRadio, Pocket Casts 

Listen now

About Tamara Khandaker

Tamara was recently at CBC where she was a producer first for Party Lines: Party in the USA, a U.S. election podcast, and then a live TV producer for Canada Tonight. Prior to CBC, she was the host of Global News’ daily podcast Wait, There’s More, where she produced more than 250 daily episodes. The show covered current affairs topics including defunding the police, COVID-19, and the cannabis industry, as well as international news and culture.
Tamara was recently at CBC where she was a producer first for Party Lines: Party in the USA, a U.S. election podcast, and then a live TV producer for Canada Tonight. Prior to CBC, she was the host of Global News’ daily podcast Wait, There’s More, where she produced more than 250 daily episodes. The show covered current affairs topics including defunding the police, COVID-19, and the cannabis industry, as well as international news and culture.

Align your brand with The Decibel

Position your brand as a thought-leader and align your brand with The Decibel’s forward-thinking Globe editorial podcasts. Canadian audiences love listening to our podcasts

  • Globe readers are more likely to listen to podcasts daily (i126), and are also more likely to search for, or purchase, a brand after audio ad exposure (i129)
  • Globe editorial podcasts are consistently in the top 20% of global podcasts, based on plays in the first 45 days
  • Listeners are highly satisfied and engaged with our content, rating Stress Test 4.7/5 stars, Industry Interrupted 4.5/5 stars and I’ll Go First 4.3/5 stars on Apple
  • Stress Test has been nominated for a Webby, singled out as one of the five best podcasts from over 13,500 entries.
  • Industry Interrupted was a finalist in the audio or visual storytelling category of the SABEW Best in Business awards
  • I’ll Go First/Now was #1 on the tech podcast chart in Canada and was also featured on the “New and Noteworthy” section on Apple. It was highlighted in Spotify’s Podcasts Need Women list (including billboard promotion at Yonge & Dundas) and other articles
Introducing The Decibel –The Globe’s new weekday podcast

Connect with Canada in our exclusive sponsorship

As exclusive sponsor of The Decibel, we’ll provide massive exposure for your brand with high-profile marketing promotion throughout the podcast content and across our platforms, each day, including:

  • Branded pre/mid-roll, dynamically inserted into each episode
  • Co-branded promotion across The Globe in print, online, and social channels
  • The sponsor will support the podcast through a supplementary media commitment to drive multi-touchpoint brand engagement and additional podcast awareness

To explore sponsoring this powerful new content, contact your Globe representative to find out more and take advantage of this opportunity. 

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Comscore Q1 highlights strong Globe and Alliance audience engagement

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Comscore’s latest release of their quarterly audience metrics for The Globe and Mail and our Globe Alliance digital network, show that our platforms are continuing to deliver vital news and information, and are driving strong audience engagement.

Comscore Q1 highlights strong Globe and Alliance audience engagement

Comscore Q1, 2021 highlights:

 Globe Alliance

  • Globe Alliance reaches 21 Million Canadians (64% reach of the total digital population)
  • Ranked #1, nationally, in the News/Information category (based on a ranking of English sites)
  • Globe Alliance leads the News/Information category in Ontario (84% reach) and BC (71% reach)
  • Globe Alliance Business & Finance is #1 in the Business/Finance news category
  • Globe Alliance Lifestyle & Entertainment is #2 in the Lifestyles category
  • Alliance UVs are +8%. Total views +26%. Total minutes +22% vs Q1 last year

Globe Digital

  • The Globe digital reaches 8.7 Million Canadians (27% reach of the total digital population)
  • Ranked #5, nationally against Canadian-owned sites in General News category
  • Strong growth in all news, business and finance sections vs last quarter, with YoY UV growth highlights in Real Estate (+76%), Investing (+13%) and Arts (+13%)
  • Globe UVs are +17% in Jan/Feb vs the same months last year, -6% vs record-breaking audience growth in Q1, 2020 overall. Total views +3%. Total minutes are flat vs Q1 last year

Source: Comscore Media Metrix Multi-Platform, Jan-Mar 2021 (Q1) Average

Explore how The Globe and our Globe Alliance network connects you to Canada with a powerful combination of premium audience, engaging journalism and innovative technology that will make the difference for your marketing.

Connect with your Globe representative for more information.

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