Female investment power – 2 in 3 German women plan to investment over 50% more in 2022
Berlin – From Wall Street to mainstream – investing and growing wealth has long started to be a trending and frequently discussed topic among more and more consumers. However, the latest research from The Mobile Bank N26 shows there’s more to do when it comes to finding parity in investment opportunities among men and women.
What obstacles are women (still) facing when investing their money? And, what are their motives and preferences? How much of their monthly income do they invest and how do factors like regional differences, occupation and marital status influence their investment behaviour?
N26’s research on the topic has shown that investment is still widely perceived as an activity dominated by men (only 14% of Germans surveyed don’t feel that way), it also indicates a huge potential and appetite for investments among women in Germany, with over two thirds (70%) of women planning to increase their monthly investment sum to an average of €1,439 – 54% more than they currently invest.
In all, N26 surveyed 1994 women who currently invest and those who don’t across Germany in February 2022. The study also compared their responses to the investment behaviour and attitude of 1999 men.
Savings accounts, crypto, real estate – women invest 31% of their income
The preferences of German women who invest are widely spread with the top six products all ranked closely in terms of their popularity: insurance products (e.g. life insurance and pensions) (34%), bank products (e.g. savings accounts) (33%), cryptocurrencies (26%), real estate (23%), exchange-traded funds (ETFs) (23%). Crypto is particularly popular among women working in entertainment and tourism where 60% and 41% respectively state this as the investment product of their choice.
The former is also most often represented in the investment portfolios of German men with over a third (40%) investing in crypto, followed by stocks and stock options (35%) and exchange-traded funds (ETFs) (33%)
German women who invest allocate a monthly average of €932 or an average share of 31% of their monthly income to their investments. This counts to be a whopping 43% less than German investing men who invest on average €1,331 or 37% of their income per month.
The study also suggests:
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- German female citizens who migrated are more likely to invest in crypto (29%) followed by real estate (28%)
- Women living in Sachsen-Anhalt invest an average of €535 monthly, 74% below average and the least in Germany
- Women in Berlin invest an average of €1,421 monthly, 52% above average and the most in Germany
- Women who considered themselves very extroverted or very introverted invest with a monthly average of €1,828 and €1,175 respectively, not only above average, but also significantly more than the women describing themselves as somewhat introverted (investing an average of €788 per month) or as somewhat extrovert (investing an average of €794 per month)
- In Rheinland-Pfalz, it comes second together with fully understanding the product (both 30%), topped only by value for money (33%)
- It ranks fourth in Brandenburg, together with minimising risk (both 33%) and after long-term yields (68%, a strong first place), value for money (47%) and fully understanding the product (29%)
- It ranks fourth in Hessen, after value for money (42%) long-term yields (36%), and fully understanding the product (30%)
- Berlin stands out as home to the women who are willing to invest the most in absolute numbers – €1,107 monthly, a whopping 131% above the overall average in Germany
- Mecklenburg has the most reserved potential first time investors: these women say they’ve consider sparing €196 monthly, 82% less than the overall average in Germany
- The most knowledgeable (and above average) feel women working in finance (76%) and entertainment (70%), e-commerce (67%), the least in social work (46%) and trade and craft (44%)
- Men feel slightly more confident than women (89%) and also consider themselves more knowledgeable – with two thirds (67%) stating that’s the case
Paula Mariani, Director of user experience at N26, said: “This research clearly demonstrates just how much more opportunity there is for women within the investment landscape. It’s great to see investing becoming more a topic among women, as more of them explore ways to grow their wealth. Proactively contributing to this development by facilitating the conversation among women and creating money management and investment products that are more inclusive is an absolute priority for us at N26. For instance, our user research shows that the share of women holding Bitcoins has tripled in the past three years. However, it also shows that the share of men holding Bitcoins is six times as big. There is still a lot to do and we are looking forward to building towards an investment industry that is accessible for everybody.”
About N26
N26 is Europe’s leading digital bank with a full German banking license. It offers simple, secure and customer-friendly mobile banking to millions of customers in 24 markets across Europe. N26 processes over 100bn EUR in transactions a year and currently has a 1,500-strong team of more than 80 nationalities. The company is headquartered in Berlin, with offices in multiple cities across Europe, including Vienna, Paris, Milan and Barcelona. Founded by Valentin Stalf and Maximilian Tayenthal in 2013, N26 has raised close to US$ 1.8 billion from some of the world’s most renowned investors.
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