To: agent99 who wrote (7607 ) 8/19/1999 11:10:00 PM From: TFF Read Replies (1) | Respond to of 12617
Online Investing's Next Frontier by Frank H. Lallos, CFA Senior Analyst, Gomez Advisors Special to CNBC.com If you've considered investing online and haven't for a variety of reasons, you're not alone. A survey by Gomez Advisors and Harris Interactive found 16.3 million investors, 3.2 times the number of current online investors, are poised to begin trading online. So what's holding them back? Nothing, our survey indicates but the right offer. Analyzing the pool of prospective online investors, Gomez identified three distinct groups that will make up the next most likely converts to Internet investing. These three groups include: Offline brokerage customers ready to convert to online brokerage. Investors with offline brokerage accounts who indicate that they are "likely" or "extremely likely" to "open an online brokerage account in the next six months": 2.85 million. Offline investors without a brokerage account ready to open an online account. Offline investors without a brokerage account (mutual funds, etc.) who indicate that they are "likely" or "extremely likely" to "open an online brokerage account in the next six months": 660,000. Active offline brokerage customers who use online investment research. Offline investors who demonstrate behavioral patterns similar to investors who currently trade online (e.g., do research online, purchase similar products): 13.25 million. The study, which was conducted in June through online questionnaires with 20,119 adults, also found that 5.1 million online investors have traded at least once during the past six months through 11.2 million online accounts. These investors represent a broad cross section of investor types, from the tool- and research-hungry serious investor to the emergent one-stop shopper, who demands convenience above all else. Early on, hyperactive traders, who intend to trade an average of 40 times a year, accounted for more than 50% of customers. Now they represent barely 10% of Internet investors. Today's investor invests for the long term, uses a broader range of products, and is less price-sensitive than the hyperactive trader, our survey found. Regardless of the investor profile, current online investors are an elite group. According to our data, online investors are: Wealthier: 31% higher median income than offline investors. More educated: 41% more likely to have college or post-graduate education than offline investors. More likely to be a minority: 2.5 times more likely to be Asian and 1.5 more likely to be Latino than offline investors. Clearly, online investing has gone mainstream. Market penetration continues to grow and full-service customers are now also considering and opening online accounts. It should be interesting to see the magnitude of these changes in our next brokerage survey early next year. This is the online investor's bottom line: Watch out world there's another wave coming. We can expect firms such as Fidelity, Schwab, and E*Trade to step up their efforts to attract these new investors. The result: a further expansion of the research and analysis offerings provided by these firms, as well as more investment products. Stay tuned.