E*TRADE Study Reveals What Investors Want from Mobile Investing
- 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
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.
For useful insight from
About the Survey
This wave of the survey was conducted from
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Referenced Data |
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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. |
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AGE |
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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 |
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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) |
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AGE |
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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) |
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AGE |
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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) |
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AGE |
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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 |
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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 |
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