Swedish fund buyers still setting world records

The latest TNS Sifo Prospera survey of fund buying habits in Sweden has found that 76% of the total population are invested in funds, in addition to savings in the country’s Premium Pension system.

The Swedish Investment Fund Association (Fondbolagens förening) says that although this is slightly down on the 82% figure recorded in the last survey in 2010, it still puts Swedish investors and long term savers in a distinct position of having the highest exposure to funds in the world.

The previous survey recorded a higher ratio because of growing interest in investing through funds following the stock market recovery seen through 2009, the Assocation said. Since then the ongoing financial crisis has pursuaded investors, especially middle aged males, to reduce their exposure to funds. There has been a particular impact on unit-linked sales, with savers instead preferring to focus on life company products and deposit accounts.

However, the survey also suggests that 70% of those invested in funds have not changed their fund buying habits since the European financial crisis came to the fore in 2011.

Including the Premium Pension savings it means that 100% of Swedes aged 18-74 are invested in funds.

Fund investor activity 2008-11%
Actively tried to make money13
Sold but did not buy funds5
Did not sell, but did not save5
Have not changed their savings habits70
Other/no answer7


Savings type, proportion of population 18-74 invested, %   
Direct equities283426
Traditional life insurance847873
Deposit accounts827880
Amortising loans423959

The TNS Sifo Prospera survey is done every other year on behalf of the Swedish Investment Fund Association. This year’s survey was done during February-April, and questioned 1,500 people aged 18-79.

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