More than six out of 10 self-identified members of the "investor class" said their primary investment criterion is earnings growth - 37% are most concerned with stable earnings growth, while 25% are primarily focused on strong earnings growth. The survey also found that individual investors tend to put a lot of stock in a company's business strategy and management credibility - just over 70% said both of these non-financial factors are important considerations when evaluating investment options. Slightly more than half believe new product development (55%) and brand experience (52%) are also important factors when evaluating investment options, while 38 percent think it is important to examine corporate social responsibility and records in the area of sustainability when considering an investment.

"In that regard, the individual investor appears to be very similar to today's institutional investor - non-financial metrics are increasingly important factors in their decisions," said Robert G. Berick, managing director of Dix & Eaton, a communications consulting firm that collaborates with Zogby International.

The survey also suggests that when it comes to challenges from activist shareholders, public companies can't always count on individual investors to be a rubber stamp for management.  While 27% typically vote with management on controversial shareholder-meeting proposals, nearly as many (21 percent) usually vote against management. Twice as many investors (12%) said they never vote with management as said they always do (6%).

"Historically, companies sought 'retail' investors to establish, among other things, a pro-management voting block within its shareholder base," Berick added. "These findings reflect a distinct sea change in the collective mindset of this investor class, who are now willing to consider views contrary to management's opinion.  Clearly, management teams have to work harder than their predecessors to earn the support of these investors."

Individual investors are thinking green, too - 67% of respondents said they would consider investing in green energy businesses in the future, and 65% said they have a favorable overall impression of the green energy business.

"The self-identified investor class is diverse, widespread, socially responsible, and wants its voice heard," said John Zogby, president/CEO of Zogby International, who features the "investor next door" in his book The Way We'll Be: The Zogby Report on the Transformation of the American Dream (Random House, August 2008).

Among other findings of the survey:

• The Wall Street Journal is the most frequently read, watched or viewed news outlet among individual investors, with 68% saying they read it at least occasionally.

• More than half of investors (57%) tune into CNBC at least occasionally; 50% turn to Fox Business News just as often.

• More than half of investors said they find corporate information such as earnings releases and other disclosures (60%) as well as annual reports (55%) valuable in making investment decisions; 42% said information available on a corporation's Web site is also a valuable tool.

• Although nearly one in four investors (24%) said mailed or printed materials are their preferred method to receive investment information, even more favor having that information provided by Web sites (32%) or via e-mail (27%). More than a third of investors (35%) said they regularly receive investment tips, bulletins, discussion board and other information via e-mail.

• One in three investors (33%) said they use an online investment Web site to buy or sell stocks, while 27% rely on the financial services provided by a financial advisor or personal accountant, or on a broker (20%). Just 13% use an employer investment plan manager to buy or sell stocks.

Noting the collective potential of the individual investor, Berick cited a report from the Vodia Group that indicated that retail investors have $9 trillion of assets in their accounts - a little over one-third in stocks and the rest in other assets.

"The good news is that companies do not have to invest in creating new communications channels to reach the retail market," he said. "They just need to be sure they are maximizing the effectiveness of their current channels to meet the needs of retail investors."

Zogby International conducted the online survey of 4,962 of its investor class, which includes adults nationwide who identify themselves as investors, from July 29 to 30, 2008. A sampling of Zogby International's online panel, which is representative of the adult population of the United States, was invited to participate. The margin of error is +/- 1.4 percentage points.

About Dix & Eaton 

Communication has the power to significantly improve performance, and Dix & Eaton partners with client management to harness that power. We specialize in building stronger stakeholder relationships through investor relations, media relations, marketing communications and employee communications. We also help organizations manage special situations with practices focused on crisis management and transaction communications. Founded in 1952, Dix & Eaton is the largest employee-owned PR and IR firm in the United States.  For more information, visit www.dix-eaton.com.

About Zogby International 

Zogby International is a public opinion, research, and business solutions firm with experience working in more than 70 countries around the globe. Founded and led by John Zogby since 1984, Zogby International ranks as one of the industry's leaders thanks to its reputation for superior accuracy and reliability. Zogby specializes in telephone, Internet, and face-to-face survey research and analysis for political, corporate, non-profit, and governmental clients. The firm is headquartered in Utica, New York, with offices in Washington D.C. and Miami. John Zogby is the author of The Way We'll Be: The Zogby Report on the Transformation of the American Dream, published by Random House in August 2008 and now available online and in bookstores.

For a detailed methodological statement on this survey, please visit:

www.zogby.com