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U.S. Olympic Athlete Survey Are Disciplined Athletes Also Financial Olympians?
Table of Contents Research Method 3
Meet the U.S. Olympians 4
Financial Profile 7
Attitudes & Beliefs 12
Impact of the 2008-2009 Recession 16
2 TD Ameritrade, Inc., member FINRA/SIPC/NFA, is a subsidiary of TD Ameritrade Holding Corporation. TD Ameritrade is a trademark jointly owned by TD Ameritrade IP Company, Inc. and The Toronto-Dominion Bank. © 2012 TD Ameritrade IP Company, Inc. All rights reserved. Used with permission.
Research Method • An online survey was conducted with N = 254 U.S. Olympic athletes
between March 8 and April 4, 2012:
– Questionnaire design was provided by TD Ameritrade Holding Corporation, programming and data collection was handled by Maritz, and statistical analysis and reporting by Head Research1
– Sample was provided to TD Ameritrade from the United States Olympic Committee (USOC) in the form of email addresses. Potential respondents were screened in the survey to determine “competing” or “non-competing” status, but no one was screened out.
– The statistical margin of error for overall results from this study is approximately +/- 5%2, however, this number could be slightly smaller since the number of U.S. Olympic athletes is ‘finite’ and error ranges around finite populations differ from the general population. This means that, in 19 out of 20 cases, survey results for each group will differ by no more than 5% in either direction from what would have been obtained by the opinions of all U.S. Olympic athletes.
– It should be noted that charts or comparisons with less than n = 100 observations per group (see bottom of each slide for the base / number of observations) are directional only and should be interpreted with caution due to the low sample size
1 Head Research Solutions Group (U.S.), Inc., Maritz, Inc. and TD Ameritrade, Inc. are separate, unaffiliated companies and are not responsible for each other’s products and services
2 Assumes responders are the same as non-responders and that panelists are the same as non-panelists
3
Meet the U.S. Olympians
4
10
90
0
20
40
60
80
100
Yes No
% o
f Res
pond
ents
U.S. Olympian Characteristics • A mix of competing (10%) and non-competing (90%) U.S. Olympic athletes participated
in this study – 40% of study participants have won at least one Olympic medal:
– 61% indicated they have competed in one Olympic Games, 49% of respondents are 51 or more years old and the large majority (89%) have a college education or higher
Base: All respondents (N = 254)
Are you preparing to compete in an Olympic sport in 2012 or 2014?
How many times have you competed in the Olympic Games?
61
39
0
20
40
60
80
1 2 +
% o
f Res
pond
ents
Did you ever win a medal in any Olympic Sport?
40
60
0
20
40
60
80
Yes No
% o
f Res
pond
ents
Age (Recoded from Year of Birth)
Highest level of education completed
11
89
0
20
40
60
80
100
Less thanCollege
College or More
% o
f Res
pond
ents
Marital status & gender
5
• U.S. Olympic athletes who participated in this study were asked: “If you were to win the lottery or receive a major inheritance this year, what is the first thing you would do with the money?”. Here’s what they said:
– 42% would invest or save this money for the future, and 32% would use it to pay back credit cards and/or loans from parents, family, friends and institutions
– Those who would invest it tend to be males (36% vs. 20% females)
– Those who would use it to pay off debt tend to be females (36% vs. 22% of males)
How U.S. Olympians Would Spend a Windfall
Invest it
Save it for the future
Support family and friends
Donate a large portion to charity
29%
13%
10%
8%
Pay credit card, student loan, etc.
Pay debt related to Olympic/ Athletic training expenses
Pay back parents, friends or family
28%
2%
2%
Go on a vacation
Buy a luxury item I have always wanted
Other
1%
5%
2%
Invest / Save
42%
Pay Back Debt
Philanthropy
Indulgence
Other 32%
18%
3%
Base: All respondents (N = 254)
6
Financial Profile
7
Saving Habits • 53% of U.S. Olympic athletes are exceptional savers, meaning they put money from
their income into a savings or investment account on a monthly basis:
Which of the following statements about saving money best describes you?
Base: All respondents (N = 254)
53% Exceptional Savers
8
17% Consistent Savers
Planning for the Future • 68% of U.S. Olympic athletes indicate they saved or are saving for the future. Twenty-
seven percent said they have / had a plan to reach their financial goals and follow / followed it. Another 41% saved an invested for the future despite not having a plan.
Select one statement that best completes this sentence about you: When it comes / came to long-term financial goals for my post-Olympic / athletic career…
Base: All respondents (N = 254)
9
Financial Security • The majority of U.S. Olympic athletes in this survey indicate they are financially
secure and stable and are not forced to rely on credit cards to cover expenses:
How strongly do you agree or disagree with the following statement: “I am not financially secure or stable and often am forced to rely on credit cards to cover my expenses.”
Base: All respondents (N = 254) Note: Percentages do not add up to 100 due to rounding.
10
Awareness and Use of Financial Products • The majority of U.S. Olympians in this survey are familiar with or have the most commonly
known savings and investment products:
Which statement about these investment products best describes your awareness, familiarity or usage?
Base: All respondents (N = 254) Note: Percentages do not add up to 100 due to rounding.
11
Attitudes & Beliefs
12
Self Evaluation: Overall Financial Planning Skills • 59% of U.S. Olympians believe they are above average when it comes to long-term
financial planning skills: – Those who rate themselves as being above average tend to be exceptional savers (67% vs.
50% who are less than exceptional savers)
What grade do you think you deserve overall for your long-term financial planning skills?
Base: All respondents (N = 251) Note: Percentages do not add up to 100 due to rounding.
59% Above Average
13
1
33
66
0
10
20
30
40
50
60
70
Little or no confidence Somewhat confident Highly confident
% o
f Res
pond
ents
Confidence in Attaining Financial Goals* • Those who indicated they had a plan to reach their financial goals (regardless of
whether they followed it or not) were asked how confident they were that they would reach their long-term financial goals. The majority said they are highly confident that they will:
– This compares to just 54 percent of average Americans who said they were confident, and only 22 percent who were highly confident.1
Select one statement that best completes this sentence about you: When it comes / came to long-term financial goals for my post-Olympic / athletic career…
Base: Respondents who indicated they had a financial plan (n = 90) * Note: Sample size small – interpret with caution Note: Percentages do not add up to 100 due to rounding. 1 Retirement Reformation Survey, Head Research, 2012 on behalf of TD Ameritrade
14
• Respondents were asked to indicate the degree to which they agree or disagree with each of the following statements using a 5-point scale ranging from “1 – completely disagree” to “5 – completely agree”. The following chart shows the percent of respondents who disagreed (answered 1 or 2) and agreed (answered 4 or 5) with each of the statements:
– It is interesting to note that 65% of both those who are exceptional and less than exceptional savers believe that their discipline as a U.S. Olympic athlete has helped them become more disciplined with respect to money and saving
Planning, Saving & Investment Attitudes
Base: All respondents (N = 254) – Exceptional savers (n = 135), Less than Exceptional Savers (n = 119)
15
Disagree Agree
Impact of the 2008-2009 Recession
16
• The most common things U.S. Olympians would do differently if they could go back in time before the recession of 2008-2009 are: save more money overall, take more responsibility for their money, live more within their means / spend more wisely and pay down debts sooner:
– Significantly more exceptional savers (40%) would have invested less in the stock market and indicated they would not have changed the degree to which they took responsibility for managing their money (37%)
What Olympians Would Do Differently
If you could go back to the time before the recession of 2008-2009, what (if anything) would you have done differently about the way you save and invest or spend money?
(Chart shows % of people agreeing with each statement, that is, selecting 4 or 5 on a 5-point agreement scale)
Base: All respondents (N = 254)
17
training not impacted for most
• Although the majority (53%) of athletes put something off due to the recession, just under half (47%) indicate they did not put anything off:
– More exceptional savers (57% vs. 35% of less than exceptional savers) indicated they didn’t put anything off
• The most common things that were put off were: saving and investing in general (27%), and saving for retirement (26%)
• Fewer exceptional savers put things off than less than exceptional savers, especially for:
– Saving / investing in general (11% vs. 20%)
– Saving / investing for retirement (10% vs. 21%)
1
2
2
5
6
11
19
20
26
27
47
0 10 20 30 40 50 60 70
Put off athletic training
Put off getting a new athletic coach / trainer
Put off getting married
Put off paying family or parents back
Put off having children
Put off purchasing a home
Put off paying down debts
Put off purchasing a car
Put off saving / investing for my retirement
Put off saving / investing in general
I did not put anything off
% of Respondents
What Has Been Delayed Due to the Recession
Which of the following, have you put off in recent years as a direct result of the recession in 2008-2009?
(Multiple responses allowed)
Base: All respondents (N = 254)
Majority (53%)
delayed something due to the recession
Note: sum of bars does not add to 53% as multiple responses were allowed.
18
• The 53% of respondents who indicated the recession caused them to delay something were asked when they were likely to pursue what was delayed again. Just over 1/3 (35%) indicated the activity they postponed was already underway and 67% indicated they would be pursuing within the next 1 to 2 years:
– It is worth noting that 1 in 5 athletes indicate that the recession has caused them to delay activities for 3 years or more
When Delayed Activities Will Be Resumed
How long will it be before you are able to pursue the things you put off because of the 2008-2009 recession?
Base: Respondents who indicated they put things off (n = 135)
67% will resume activities within the next 2 years
20% delayed an activity for 3 years or more
19
20
About TD Ameritrade Holding Corporation Millions of investors and independent registered investment advisors (RIAs) have turned to TD Ameritrade’s (NYSE: AMTD) technology, people and education to help make investing and trading easier to understand and do. Online or over the phone. In a branch or with an independent RIA. First-timer or sophisticated trader. Our clients want to take control, and we help them decide how - bringing Wall Street to Main Street for more than 36 years. An official sponsor of the 2012 U.S. Olympic Team, TD Ameritrade has time and again been recognized as a leader in investment services. Please visit the TD Ameritrade’s newsroom or www.amtd.com for more information. Brokerage services provided by TD Ameritrade, Inc., member FINRA (www.FINRA.org) /SIPC (www.SIPC.org) /NFA (www.nfa.futures.org) About Maritz St. Louis-based Maritz is a sales and marketing services company, which helps companies achieve their full potential through understanding, enabling, and motivating employees, channel partners, and customers. Maritz provides market and customer research, communications, learning solutions, incentive initiatives, rewards and recognition, effective meeting, event and incentive travel management services, and customer loyalty programs. For more information, visit www.maritz.com or contact us at 1-877-4MARITZ. About Head Research Head Research is a division of Head Solutions Group (U.S.) Inc., a leading market research partner for Financial Services companies in North America. With offices in New York, Toronto, and Montreal, Head delivers the deep customer insights that increase institutional knowledge and propel business action.
