Generation Y som investerare

: en kvantitativ studie om hur generation Y:s karaktäristika påverkar deras investeringsbeteende

Abstract

The newly arriving Generation Y, that embraces the individuals born within 1980 – 1995, is on the way of positioning themselves on the labour-market. Unfortunately, there has not been done much research on the investment behavior of this generation. Mostly of previous research has been about how previous generations, the Baby Boomers and Generation X, tend to invest. This study therefore sought to help fill the gap in knowledge regarding the Generation Y.

This study investigates the investment behavior of Generation Y by examining how specific characteristics affect their approach to investing. Thus, the purpose of this study was to identify and analyze how Generation Y’s specific characteristics affect their investment behavior. The approach has initially been that a model was constructed based on the already available research, whereupon the paper then aimed to test the validity and quality of our assumptions and of the established model.

The essay was performed by a quantitative method with a positivistic philosophy and deductive logic. The research tool for this study was, to the biggest extent, an online survey in which a variety of claims were presented to the respondents. The respondents who participated in this study, with the majority residing in Sweden, were at the time of the study 15 – 70 years old.

This study indicates that Generation Y has a particular investment behavior and that their specific way of investing is based on certain characteristics, which is also shown by the several statistical models that have been used. The result further illustrates that also demographic factors, such as native language, gender and age, has affection on the investment behavior of Generation Y.

A proposal for future research might be to supplement the essay’s quantitative method with a qualitative one. This approach could possibly contribute to a deeper understanding of science and a better result, and would therefore be of great value to the essay.