Retail customer behavior – Research by BrokerChooser

Main takeaways

 

  • 73% of users who filled out the questions on the "Find My Broker" tool on our website said they are first-timers or know the basics. Also, the majority of users trade either on a daily (35%) or weekly (16%) basis.
  • Stocks and ETFs are the most popular products, with 39% of users selecting this as the most important product type.
  • About 60% of customers prefer lower costs over the quality of service.
  • Roughly half of retail customers are looking to invest less than $1,000.

BrokerChooser is an independent global retail brokerage comparison service that has so far reviewed 100+ brokerages worldwide and serves more than 200,000 users per month. Our analyst team is constantly on the lookout for emerging trends in the retail brokerage world.

We looked at some of the data on the behavior of retail customers that use our website, gathered from answers to the "Find My Broker" questionnaire tool. The number of answers varied between 3,000-10,000 per question. Read on to learn what we’ve found.

Table of Contents:

  1. Experience
  2. Frequency of trading
  3. Preferred asset
  4. Invested amount
  5. Fees vs service quality
  6. Contact us

To find other analyses in BrokerChooser's data dashboard, visit this page.

Retail customer behavior
Experience

Customers' trading experience

Note to the chart:

  • Based on answers to the question 'What is your trading experience?'
  • Data was collected through BrokerChooser's questionnaire.
  • The data was collected in Feb 2022.

Retail customer behavior
Frequency of trading

Frequency of trading

Note to the chart:

  • Based on answers to the question 'How active will you be?'
  • Data was collected through BrokerChooser's questionnaire.
  • The data was collected in Feb 2022.

Retail customer behavior
Preferred asset

Most preferred products of customers

Note to the chart:

  • Based on answers to the question 'What product will you primarily trade?'
  • Data was collected through BrokerChooser's questionnaire.
  • The data was collected in Feb 2022.

Retail customer behavior
Invested amount

How much money BC customers invest

Note to the chart:

  • Based on answers to the question 'How much money are you looking to invest?'
  • Data was collected through BrokerChooser's questionnaire.
  • The data was collected in Feb 2022.

Retail customer behavior
Fees vs service quality

Customers preferring fees over service quality

Note to the chart:

  • Based on answers to the question 'Who is your ideal broker?'
  • Data was collected through BrokerChooser's questionnaire.
  • The data was collected in Feb 2022.

Retail customer behavior
Contact us

If you have any questions about the methodology or dataset, feel free to contact us: 

Ádám Nasli, Broker Expert: [email protected]

Author of this article

Ádám Nasli

Author of this article

Ádám worked in banking and investment, and holds a professional degree in this field. He is a motivated finance expert, having joined BrokerChooser in 2018. He's also eager to help people find the best investment provider for them, and to make the investment sector as transparent as possible. In his spare time, he loves learning new things, especially data science, algo-trading, programming and trading.

Ádám Nasli

Analyst head

Ádám worked in banking and investment, and holds a professional degree in this field. He is a motivated finance expert, having joined BrokerChooser in 2018. He's also eager to help people find the best investment provider for them, and to make the investment sector as transparent as possible. In his spare time, he loves learning new things, especially data science, algo-trading, programming and trading.

Everything you find on BrokerChooser is based on reliable data and unbiased information. We combine our 10+ years finance experience with readers feedback. Read more about our methodology

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