E*TRADE Study Reveals the Emotional Drivers Behind Using an Online Investing Tool
This Smart News Release features multimedia. View the full release here: http://www.businesswire.com/news/home/20160927006391/en/
(Photo: Business Wire)
- Two out of three investors surveyed want to feel confident more than any other emotion when using an online investing tool.
- More than half of investors surveyed are looking for peace of mind in their experience with online tools.
- For Boomers, who are nearing retirement, confidence is even more valued, with about three out of four viewing it as the most important emotion.
- Millennials are slightly less focused on confidence and peace of mind, with higher percentages also valuing enthusiasm, excitement, and joy than other age demographics.
"While gaming and social networking experiences may instill feelings of excitement and enthusiasm, investing money requires careful deliberation," said
Hiram Veciana, Vice President of the Web Channel at
Mr. Veciana offered the following insights on how to deliver confidence and peace of mind through digital tools:
- Focus on the job at hand: Digital experiences need to purposefully help investors execute their core tasks. For instance, stock plan participants require a succinct summary of benefits and reminders on key actions for quick consumption. Consolidating tools with historical benefit metrics and upcoming educational events for participants that want to learn more is crucial.
- Demystify investment choices: For newer investors, knowing which securities to trade and what strategies to deploy may be fraught with uncertainty. A well-designed trading experience with educational resources at critical moments may help investors work through the potential results of certain transactions. For instance, contextual education that uses plain language and explains risk-reward tradeoffs is critical for options trading.
- Guide investors at every step of the way: Investors tend to seek validation of their investment ideas at each stage of an experience. It is essential that online trading platforms do their part by providing easy access to key information such as purchasing power, open orders, prior positions, and quotes that may further confirm an investor's intuition, the moment before a trade is finally submitted.
Visit E*TRADE's Newsroom for the full Q3'16 StreetWise study results.
For useful insight from
About the Survey
This wave of the survey was conducted from
Referenced Data |
|||||||||||||
|
|||||||||||||
1. What are the biggest drivers of customer satisfaction? |
|||||||||||||
TOTAL |
AGE: |
AGE: |
AGE: |
||||||||||
Ease of use of website | 47% | 36% | 49% | 53% | |||||||||
Accuracy and breadth of account/portfolio information | 36% | 38% | 38% | 34% | |||||||||
Fees and commissions | 36% | 33% | 36% | 39% | |||||||||
Investing tools and research | 25% | 23% | 24% | 29% | |||||||||
Speed in resolving problems | 13% | 16% | 14% | 11% | |||||||||
Ease of use of mobile app | 12% | 19% | 13% | 8% | |||||||||
Breadth of products | 11% | 15% | 11% | 9% | |||||||||
Call center experience | 11% | 12% | 10% | 11% | |||||||||
Branch experience | 7% | 10% | 6% | 6% | |||||||||
2. Please rate how important each of the following are when it comes to using a digital tool. |
|||||||||||||
TOTAL |
AGE: 25-34 |
AGE: 35-54 |
AGE: 55+ |
||||||||||
Intuitive, easy to use, and understand | 54% | 48% | 51% | 61% | |||||||||
Trusted, ensuring you feel confident your transactions are secure | 49% | 46% | 47% | 53% | |||||||||
Hassle-free, helping get things done quickly | 42% | 46% | 44% | 40% | |||||||||
Helpful, offering access to support and guidance when you need it | 17% | 18% | 19% | 14% | |||||||||
Insightful, offering value-added information, and expertise | 11% | 17% | 9% | 10% | |||||||||
Engaging, offering interactive experiences | 11% | 15% | 16% | 3% | |||||||||
Personalized to your needs and behaviors | 9% | 6% | 8% | 10% | |||||||||
Seamless across all channels | 7% | 4% | 7% | 9% | |||||||||
3. Which of the following do you most want to feel when using an online investing tool? |
|||||||||||||
TOTAL |
AGE: 25-34 |
AGE: 35-54 |
AGE: 55+ |
||||||||||
Confidence | 66% | 60% | 64% | 74% | |||||||||
Peace of mind | 54% | 46% | 56% | 56% | |||||||||
Satisfaction | 39% | 41% | 38% | 40% | |||||||||
Enthusiasm | 7% | 13% | 8% | 3% | |||||||||
Excitement | 7% | 16% | 6% | 2% | |||||||||
Joy | 5% | 10% | 5% | 1% | |||||||||
Other | 4% | 3% | 4% | 5% |
"Millennials" defined as age 25-34 // "Gen X" defined as age 35-54 // "Baby Boomers" defined as age 55+ |
About
The information provided herein is for general informational purposes only and should not be considered investment advice. Past performance does not guarantee future results. ETFC-G
© 2016
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.
Комментарии