To: Shack who wrote (8184 ) 7/27/2001 12:28:01 AM From: John Madarasz Read Replies (1) | Respond to of 209892 Ameritrader 7/25/01,50.03% 7/26/01,20.32% Who are online investors and why are they an important group to follow? With over $374 billion in assets, online investors represent an influential sector of the investment community. The online share of retail trading is projected to be 37% for 1999, a dramatic increase in share from just 8% in 1996. Online investors are individual investors who place trades using the World Wide Web or other electronic systems. In the Ameritrade Index, we do not include day traders, short sellers, or institutional/corporate fund managers. Online investors are empowered, using research tools to make their own decisions, not relying solely on the advice of brokers. A recent Roper Starch survey uncovered several illuminating facts about online investors as we have defined them: Online investors buy or sell stocks slightly more than once a month on average, and more than 80% of online investors have a defined investment strategy. The more common strategy is investing for long-term capital growth; online investors tend to buy stocks and hold them. Online investors spend a day or more on average making their investment decisions and use research tools such as analyst reports, earnings reports, and news. Nearly eight of every ten online investors in the survey say they are somewhat to very satisfied with the success of their online investment performance. Ameritrade customers are representative of the online investor population as a whole. Roper Starch survey was commissioned by Ameritrade, Inc., November 1999. The findings are based on 544 online interviews conducted during October 1999, with a self-selected sample of online investors from the AOL subscriber base who bought or sold stocks at least 3 times in the past 12 months. Of this total, 218 were with investors who have accounts with Ameritrade and another 326 who have accounts with other online investing services. The margin of sampling error for the total base of 544 is +/- 4 percentage points. Ameritrade customers were weighted into proper proportion during tabulation to provide reliable and accurate industry-wide totals.