More than half of all investors want the
comprehensive capabilities of a desktop in their hands
E*TRADE Financial Corporation (NASDAQ:ETFC) today announced
results from the most recent wave of StreetWise, E*TRADE’s
quarterly tracking study of experienced investors. Results indicate
that mobile preferences among investors continue to evolve:
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- More than half of investors surveyed
want their investing app to have capabilities and functionality
that rival their desktop.
- Nearly two out of three investors
surveyed believe mobile is critical to monitor their
investments.
- More than three out of five investors
surveyed are interested in checking the markets on wearables, up
from less than two out of five in Q3’15.
- More than one in seven investors
surveyed are using an investing app to perform activities typically
reserved for the desktop, such as watching educational videos,
researching investments, placing orders, and moving money in and
out of their accounts.
“Mobile is increasingly sophisticated in its functionality and,
in fact, for some investors, it is rendering desktops unnecessary,”
said Kunal Vaed, SVP of Digital Channels at E*TRADE Financial.
“Today’s investors seek a comprehensive toolkit for onboarding,
idea generation, research, execution, and monitoring on mobile
devices — all with the effortless interactions and engaging design
of apps. Striking the right balance between simplicity and
complexity is critical for our industry to truly meet investors’
needs.”
Mr. Vaed shared additional insight on mobile trading and
investing trends:
- Trading through mobile is trending
upwards. Recent data suggest that more investors use
smartphones to trade than ever before. In fact, among E*TRADE
customers, total trades and options trades on smartphones are up 24
percent and 41 percent from 2015.
- Mobile is the new desktop.
Mobile, once primarily a tool for active traders, has shifted to a
mainstream investor platform, delivering a robust suite of
investing and trading features once only available on desktop. In
response, financial services firms should ensure their digital
experiences can seamlessly scale to mobile platforms through
responsive design, much like E*TRADE’s Adaptive Portfolio.
- One app, many journeys. Brokers
need to design mobile apps to accommodate most user journeys across
active traders, mainstream investors, and stock plan participants.
Mobile apps offer unique ways to tailor a user’s experience. For
instance, E*TRADE’s iPhone app users can customize their menu, home
page, and portfolio information.
Visit E*TRADE’s Newsroom for the full Q2’16 StreetWise study
results.
E*TRADE helps investors balance today’s needs with tomorrow’s
goals, through pioneering digital tools coupled with guidance
online and from financial consultants. To learn more about
E*TRADE’s trading and investing platforms and tools, visit
etrade.com.
For useful insight from E*TRADE and third-party investment
professionals, follow the Company on Twitter, @ETRADE.
About the Survey
This wave of the survey was conducted from April 1 to April 8 of
2016 among an online U.S. sample of 907 self-directed active
investors who manage at least $10,000 in an online brokerage
account. The survey has a margin of error of ±3.25 percent at the
95 percent confidence level. It was fielded and administered by
ResearchNow. The panel is broken into thirds of active (trade more
than once a week), swing (trade less than once a week but more than
once a month), and passive (trade less than once a month). The
panel is 65 percent male and 35 percent female with an even
distribution across online brokerages, geographic regions, and age
bands.
Referenced Data
To what extent do you agree or disagree
with the following statement? It is important to me that my
brokerage's mobile
app has robust capabilities that rival
my brokerage's website experience.
AGE
TOTAL 25-34 35-54
55+ Agree (Top 2 Box) 56% 71% 63% 42% Disagree (Bottom 2
Box) 44% 29%
37% 58%
The ability to monitor my
investments and execute trading decisions on the go is critical to
me.
AGE
TOTAL
25-34 35-54 55+ Agree (Top 2 Box) 65% 79% 69%
54% Disagree (Bottom 2 Box) 35% 21%
31% 46%
Using a scale from 1 to 5, where 5
means 'very frequently' and 1 means 'never', please rate how often
you use your
smartphone to...(Top Two Box)
AGE
TOTAL 25-34 35-54
55+ Monitor the market 34% 47% 36% 25% Get stock
quotes 31% 43% 35% 21% Monitor your portfolio 27% 39% 28% 21% Read
news about companies or industries or the market 25% 37% 30% 14%
Check your watch list 25% 35% 29% 15% Check on orders 22% 36% 25%
10% Search/screen for stocks, bonds, mutual fund or ETFs 19% 32%
23% 8% Research stocks, bonds, mutual funds or ETFs 19% 33% 24% 7%
Place orders 18% 34% 20% 7% Move money in or out of your brokerage
account 16% 29% 21% 5% Watch educational videos on investing
16% 29% 19%
5%
Which of the following would you be
most likely to use a wearable device (like the Apple or Android
Watch) to do, when it
comes to investing and trading? (Top
Two Box) (Q216)
AGE
TOTAL
25-34 35-54 55+ Check the markets 61% 61% 60%
68% Check your portfolio 56% 55% 60% 46% Check your watchlist 37%
37% 39% 31% Receive notifications about stock movement 28% 29% 25%
33% Receive notifications about account activity 14% 15% 13% 17%
Place trades 4% 4%
3% 5%
Which of the following would you be
most likely to use a wearable device (like the Apple or Android
Watch) to do, when it
comes to investing and trading? (Top
Two Box) (Q315)
AGE
TOTAL
25-34 35-54 55+ Check the markets 38% 37% 39%
40% Check your portfolio 36% 32% 40% 31% Check your watchlist 11%
11% 10% 12% Receive notifications about stock movement 8% 10% 4% 9%
Receive notifications about account activity 6% 7% 4% 9% Place
trades 2% 2%
3% -
E*TRADE Mobile and
Option Mobile Trades 2015 vs. 2016 (January - April)
TOTAL
% CHANGE
2015 Mobile Trades 1,646,973 24% 2016 Mobile Trades 2,045,307 2015
Option Mobile Trades 261,635 41% 2016 Option Mobile Trades 368,674
About E*TRADE Financial
E*TRADE Financial and its subsidiaries provide financial
services including online brokerage and banking products and
services to retail customers. Securities products and services are
offered by E*TRADE Securities LLC (Member FINRA/SIPC). Bank products and services are offered by
E*TRADE Bank, a Federal savings bank, Member FDIC, or its
subsidiaries and affiliates. More information is available at
www.etrade.com. ETFC-G
About ResearchNow
ResearchNow, a leading digital data collection provider, powers
market research insights. They enable companies to listen to and
interact with the world’s consumers and business professionals
through online panels, as well as mobile, digital, and social media
technologies. Their team operates in over 20 offices globally and
is recognized as the market research industry’s leader in client
satisfaction. They foster a socially-responsible culture by
empowering their employees to give back. To find out more or begin
a conversation, visit www.researchnow.com.
Important Notices
E*TRADE Financial, E*TRADE, and the E*TRADE logo are trademarks
or registered trademarks of E*TRADE Financial Corporation.
© 2016 E*TRADE Financial Corporation. All rights reserved.
E*TRADE Financial Corporation and ResearchNow are separate
companies that are not affiliated. E*TRADE Financial Corporation
engages ResearchNow to program, field, and tabulate the study.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160622006189/en/
E*TRADE Media
RelationsThayer Fox,
646-521-4418thayer.fox@etrade.comorE*TRADE
Investor RelationsBrett Goodman,
646-521-4406brett.goodman@etrade.com
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