Table of Contents
- Scope and Themes
- What you need to know
- Consumer survey data
- Greenfield Online
- Experian Simmons National Consumer Studies
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- Companies mentioned in this report:
- Executive Summary
- Industry overview
- Increasing volumes
- Sophisticated online investment tools and resources
- The competitive landscape
- Male and female investors
- Online investment behavior
- Attitudes toward investing online
- Types of accounts
- Market Size and Forecast
- Key points
- Online investment account growth
- Figure 1: Proportion of respondents who own an online trading account,
2002-08
- Market volatility spurs online activity
- Figure 2: Frequency of online brokerage account activity, 2002/03-2008/09
- Building confidence in a time of uncertainty
- Competitive Context
- Key points
- And the winners are...!
- Figure 3: Ranking of the overall online investing experience, by online
brokerage, May 2009
- Cost is king
- Figure 4: Importance of features in online trading account(s) to active
online investors, by gender, April 2009
- Figure 5: Importance of features in online trading account(s) to active
online investors, top box (5--very important), by gender, April 2009
- Figure 6: Importance of features in online trading account(s) to active
online investors, top two boxes (very important and somewhat important), by
gender, April 2009
- Figure 7: Importance of features in online trading account(s) to active
online investors, summary of means, by gender, April 2009
- Figure 8: Assorted investor trading costs, by online brokerage, May 2009
- Figure 9: Top online investing brokerages for online trading site
usability, May 2009
- Figure 10: Top online brokerages for available assorted research
resources and amenities*, May 2009
- Figure 11: Top online investing brokerages for customer service and
access, May 2009
- Figure 12: Online investment brokerage offerings of bonds, certificates
of deposit (CDs), and mutual funds, March 2009
- Figure 13: Online investment brokerage offerings of options, futures,
and international investments, March 2009
- Figure 14: Mobile phone access of online brokers, March 2009
- J.D. Power and Associates' 2008 Self-Directed Investor Satisfaction study
- Figure 15: J.D. Power and Associates' 2008 Self-Directed Investor
Satisfaction index ranking of investment brokers, October 2008
- Segment Performance
- Key points
- Female breadwinners of the future
- Workers take advantage of 401ks and company match
- Figure 16: Investment ownership and investment type, by gender,
2002/03-2007/08*
- Consumer market share for online account providers
- Figure 17: Mutual fund/brokerage account provider for online or wireless
account owners, October 2007-December 2008
- A flight to "safety"
- Figure 18: U.S. stockmarket performance, 2000-09*
- Barron' s rankings
- Figure 19: Barron' s--best online brokerages for long-term investing,
March 2008
- Figure 20: Barron' s--best online brokerages for frequent trading, March
2008
- Figure 21: Barron' s--best online brokerages for options trading, March
2008
- Figure 22: Barron' s--best online brokerages for international trading,
March 2008
- Marketing Channels
- Key points
- Full-service brokers still dominate the investment channels
- Figure 23: Distribution of brokerage mutual fund/brokerage accounts, by
firm, channel, and gender, October 2007-December 2008
- Figure 24: Active online stock owners who used a broker in last 12
months, by gender, April 2009
- Figure 25: Reasons why active online stock owners used a broker, April
2009
- Male and female preferences
- Figure 26: Online mutual fund/brokerage accounts, by firm and gender,
October 2007-December 2008
- Figure 27: Online mutual fund/brokerage accounts, by firm and gender,
October 2007-December 2008
- Market Drivers
- Key points
- Difficult market conditions persisted in Q2 2009
- Volatility spurs significant increases in frequency of online trading
activity
- Figure 28: Frequency of online brokerage account activity,
2002/03-2008/09
- Increases in population share among 55-74 year olds
- Figure 29: Population aged 18+, 2004-14
- Figure 30: Presence of online investors, investing and type of
investment, by age, December 2008
- Online fraud soars in 2008
- The Financial Industry Regulatory Authority (FINRA) is scrutinizing the
municipal bond market
- Leading Companies
- Key points
- TD AMERITRADE
- Siebert Financial Corporation
- Fidelity Investments (FMR LLC)
- ShareBuilder
- Vanguard
- E*Trade
- Scottrade
- Charles Schwab
- Banc of America Investment Services, Inc.--a non-bank subsidiary of Bank
of America, NA
- Zecco Trading Inc
- GAIN Capital
- TradeKing
- OptionsHouse, LLC
- SogoTrade
- Innovation and Innovators
- Key points
- Advances in technology
- Trading on the run
- Figure 31: Mobile phone access of online brokers, Barron' s, March 2009
- Community
- Education
- Scottrade expands national user summit program in 2009
- Scottrade Portfolio Director™software for Advisor Services
- Scottrade announces Scottrade Mobile
- TradeKing offers advances in a variety of feature categories
- Tools and Trading:
- Zecco launches forex foreign exchange trading service
- E*Trade launches Online Advisor
- E*Trade New Fixed Income Tools, Research and Education
- E*TRADE launches Mobile Pro Application for Apple iPhone™and iPod®Touch
- New features and tools at OptionsHouse
- Updates at siebertnet.com
- Scottrade gives investors options
- Other innovations
- Advertising and Promotion
- Key points
- Online brokers in print
- TD AMERITRADE promotes 401ks with incentives
- Figure 32: Online brokerages print ads, primary message, January-May 2009
- Issuers are pushing products focused on stability and protection of assets
- User-segment targeting, featuring automated tools of active traders
- More opportunities for investor education
- Asian Americans have most economic influence in multicultural market
- TD AMERITRADE launched ' Second Opinion' campaign
- Muriel Siebert advertising, marketing and promotion
- Upromise
- Figure 33: Upromise direct mail advertisement, May 2009
- Figure 34: Upromise email advertisement, February 2009
- The evolution of the CD in 2008
- Figure 35: Orange CD from ING DIRECT, direct mail ad, December 2008
- Figure 36: Circle Gold Certificate of Deposit from Citizens Bank, direct
mail ad, December 2008
- Figure 37: Circle premium money market performance account from SunTrust
Bank, November 2008
- Figure 38: Fixed-rate CD from Comerica Bank, November 2008
- Figure 39: Market Volatility, Statement Mailing from Fidelity, November
2008
- Figure 40: Innovative Creative: new blue money market from AmTrust Bank,
November 2008
- Figure 41: Statement mailing from E*Trade Financial, September 2008
- Promoting opportunities for investor education
- Figure 42: Retirement checkup from Fidelity Investments, September 2008
- Figure 43: The 12 best (and worst) ideas for distributing your IRA or
401k seminar from AAA Minneapolis, September 2008
- Television advertising
- Figure 44: E*Trade television advertisement, February 2009
- Figure 45: E*Trade television advertisement, "Shankapotamus," February
2009
- Figure 46: Buy on the stock exchange in Hong Kong, from New Jersey,
January 2009
- Figure 47: Gorillatrades.com television advertisement, Davy Jones asks
for the secrets, March 2009
- Figure 48: Online Trading Academy television advertisement, Man tells
jokes, March 2009
- Figure 49: Scottrade television advertisement, helicopter, September 2008
- General industry advertising
- TD AMERITRADE
- Charles Schwab reviews $100 million media account
- Charles Schwab intros ' Make the Move' campaign
- The Consumer
- Key points
- Who uses online investment accounts?
- Figure 50: Stock owners' online brokerage account activity in last 12
months, by gender, April 2009
- Figure 51: Stockowners' online brokerage account activity in last 12
months, by age, April 2009
- Figure 52: Stockowners' online brokerage account activity in last 12
months, by income, April 2009
- Hispanic stock owners more frequently online traders
- Figure 53: Stock owners' online brokerage account activity in last 12
months, by race/Hispanic origin, April 2009
- Figure 54: Stock owners' online brokerage account activity in last 12
months, by number of people in household, April 2009
- Who' s using a broker and why
- Figure 55: Active online stock owners who used a broker in last 12
months, by gender, April 2009
- Figure 56: Active online stock owners who used a broker in last 12
months, by income, April 2009
- Household size matters
- Figure 57: Active online stock owners who used a broker in last 12
months, by presence of children and household size, April 2009
- Reasons for using a broker/adviser
- Figure 58: Reasons why active online stock owners used a broker, 2006
and 2009
- Hispanics are active traders and use advisers
- Figure 59: Active online stock owners who used a broker in last 12
months, by race/Hispanic origin, April 2009
- Differences by gender using advisers
- Figure 60: Reasons why active online stock owners used a broker in last
12 months, by gender, April 2009
- Trade frequency
- Figure 61: Frequency of trading by active online stock owners, 2006 and
2009
- Figure 62: Frequency of trading by active online stock owners in last 12
months, by gender, April 2009
- Figure 63: Frequency of trading by active online stock owners in last 12
months, by income, April 2009
- Figure 64: Frequency of trading by active online stock owners in last 12
months, by region, April 2009
- Figure 65: Frequency of trading by active online stock owners in last 12
months, by presence of children in the household, April 2009
- Account valuations
- Figure 66: Dollar value of online trading accounts, 2006 and 2009
- Figure 67: Dollar value of online trading accounts, by gender, April 2009
- Figure 68: Dollar value of online trading accounts, by income, April 2009
- Type of online account
- Figure 69: Types of online trading accounts, by gender, April 2009
- Reasons for less online investing--once burned, twice shy
- Figure 70: Reason(s) online traders don' t execute more online trades, by
gender, April 2009
- Figure 71: Location of active online investor brokerage accounts, by
gender, April 2009
- Cost is king
- Figure 72: Importance of features in online trading account(s) to active
online investors, by gender, April 2009
- Figure 73: Importance of features in online trading account(s) to active
online investors, by presence of children in the household, April 2009
- Appendix: Attitudes About the Economy
- Figure 83: Attitudes about investing and the economy, by age, April 2009
- Figure 84: Importance of "better/free investment research" in online
trading account(s) to active online investors, by income, April 2009
- Figure 85: Attitudes of active online investors, by age, April 2009
- Figure 86: Attitudes of active online investors, by income 2009
- Figure 87: Attitudes of active online investors, by race/Hispanic
origin, 2009
- Appendix: Other Useful Consumer Tables
- Figure 88: Stock owners' online brokerage account activity, by gender
and presence of children, April 2009
- Figure 89: Stock owners' online brokerage account activity, by gender
and age, April 2009
- Figure 90: Stock owners' online brokerage account activity, by age and
ethnicity, April 2009
- Figure 91: Stock owners' online brokerage account activity, by gender
and income, April 2009
- Figure 92: Stock owners' online brokerage account activity, by income
and ethnicity, April 2009
- Appendix: Trade Associations
|
Related Report
|
View Cart
