Press release

E*Trade Study Reveals Dads and Moms Are Significantly More Likely to Embrace New Tech & Tools to Manage Finances

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(Graphic: Business Wire)

E*TRADE Financial Corporation (NASDAQ:ETFC) today announced results from
the most recent wave of StreetWise, the E*TRADE quarterly
tracking study of experienced investors. Results reveal parents
over-index in their desire to use mobile and emerging technologies to
help manage their portfolios:

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(Graphic: Business Wire)

(Graphic: Business Wire)

  • Parents are more inclined to demand sophisticated mobile
    74% of parents, compared to 59% of the general
    population, say their brokerage’s mobile app should deliver
    functionality that rivals the web experience.
  • They’re more inclined to use wearables: 60% of parents are
    interested in wearable technologies to monitor their portfolio,
    compared to 39% of the general population.
  • More than half would use a voice assistant or chatbot: 55% of
    parents would use a voice assistant, and 54% would use a chatbot to
    help manage their portfolio, compared to 36% and 33% of the general
    population, respectively.
  • Apps have had a positive impact on their investing habits: Almost
    three out of four parents (71%) say investing apps have positively
    affected their investment experience, compared to 53% of the general
  • Parents are more inclined to use social media to learn about
    Parents are more likely to use Facebook (35%), YouTube
    (29%), and Instagram (28%) to learn about the market and investing,
    compared to 24%, 19%, and 17% of the general population, respectively.

“Parents are constantly on the go—not only do they have to balance their
professional and personal lives, they also need to manage their family’s
financial well-being,” said Ed Andersen, Vice President of Mobile and
Advanced Technology at E*TRADE Financial. “The data suggest they crave a
holistic mobile experience, enabling them to do everything from
monitoring the markets and analyzing their portfolio to rebalancing
their holdings and exploring new investment ideas. What’s interesting is
that this bucks the conventional wisdom that mobile should be simple and
focused. While these are certainly important attributes for the parent
population, it’s critical to strike the right balance between being
sleek and streamlined and providing everything this population needs.”

Mr. Andersen also offered the following insights on mobile investing

  • A leading mobile experience is more than just an app. As smartphone
    screens grow larger, the difference between a tablet and a smartphone
    is becoming inconsequential. The data suggest that financial services
    providers will need to replicate the full web experience on mobile,
    whether through more robust app functionality or responsively designed
    and quick-loading sites.
  • Voice assistants are not a fad. Voice-enabled commands can serve an
    important role for parents on the go who may literally have their
    hands full. Without ever lifting a finger, a parent can access and
    view their account, or even look at the movement of a specific
  • Social media has created consumer expectations of micro-communications
    wherein snackable content reigns. As more parents turn to social
    channels for investing information, financial services companies must
    create social content that is appealing for their entire client base.
    Social sites can serve real needs beyond simply catching up with
    friends and liking photos. Clearly parents want to find actionable and
    helpful investing content that is easy to digest while on the go.

E*TRADE aims to enhance the financial independence of traders and
investors through a powerful digital offering and professional guidance.
To learn more about E*TRADE’s trading and investing platforms and tools,

For useful trading and investing insights from E*TRADE, follow the
company on Twitter, @ETRADE.

About the Survey

This wave of the survey was conducted from April 1 to April 11 of 2019
among an online US sample of 917 self-directed active investors (and
includes a sample of 291 parents) who manage at least $10,000 in an
online brokerage account. The survey has a margin of error of ±3.20
percent at the 95 percent confidence level. It was fielded and
administered by Research Now. The panel is broken into thirds of active
(trade more than once a week), swing (trade less than once a week but
more than once a month), and passive (trade less than once a month). The
panel is 60% male and 40% female, with an even distribution across
online brokerages, geographic regions, and age bands.

About E*TRADE Financial and Important Notices

E*TRADE Financial and its subsidiaries provide financial services
including brokerage and banking products and services to retail
customers. Securities products and services are offered by E*TRADE
Securities LLC (Member FINRA/SIPC).
Commodity futures and options on futures products and services are
offered by E*TRADE Futures LLC (Member NFA).
Managed Account Solutions are offered through E*TRADE Capital
Management, LLC, a Registered Investment Adviser. Bank products and
services are offered by E*TRADE Bank, and RIA custody solutions are
offered by E*TRADE Savings Bank, both of which are national federal
savings banks (Members FDIC). More information is available at

The information provided herein is for general informational purposes
only and should not be considered investment advice.

E*TRADE Financial, E*TRADE, and the E*TRADE logo are trademarks or
registered trademarks of E*TRADE Financial Corporation. ETFC-G

© 2019 E*TRADE Financial Corporation. All rights reserved.

E*TRADE Financial Corporation and Research Now are separate companies
that are not affiliated. E*TRADE Financial Corporation engages Research
Now to program, field, and tabulate the study. Research Now Group, Inc.
provides digital research data and has locations in the Americas,
Europe, the Middle East and Asia-Pacific. For more information, please
go to


Referenced Data

To what extent do you agree or disagree with the following

It is important to me that my brokerage’s
mobile app has robust capabilities

that rival my
brokerage’s website experience.

Total Parents
Agree (Top 2 Box) 59% 74%
Strongly agree 22% 31%
Somewhat agree 38% 42%
Somewhat disagree 18% 18%
Strongly disagree 23% 9%
Disagree (Bottom 2 Box) 41% 27%

To what extent do you agree or disagree with the following

I am interested in using wearable
technologies, like smart watches,

to monitor my

Total Parents
Agree (Top 2 Box) 39% 60%
Strongly agree 14% 24%
Somewhat agree 25% 36%
Somewhat disagree 22% 19%
Strongly disagree 39% 21%
Disagree (Bottom 2 Box) 61% 40%

To what extent do you agree or disagree with the following

I am interested in using a voice assistant
to manage my portfolio.

Total Parents
Agree (Top 2 Box) 36% 55%
Strongly agree 13% 20%
Somewhat agree 23% 35%
Somewhat disagree 19% 18%
Strongly disagree 45% 28%
Disagree (Bottom 2 Box) 64% 45%

To what extent do you agree or disagree with the following

I am interested in using chatbots to
manage my portfolio.

Total Parents
Agree (Top 2 Box) 33% 54%
Strongly agree 10% 16%
Somewhat agree 24% 39%
Somewhat disagree 23% 21%
Strongly disagree 44% 24%
Disagree (Bottom 2 Box) 67% 46%

To what extent do you agree or disagree with the following

Investing/trading apps have positively
affected the way I handle my investments.

Total Parents
Agree (Top 2 Box) 53% 71%
Strongly agree 18% 30%
Somewhat agree 35% 41%
Somewhat disagree 21% 19%
Strongly disagree 27% 10%
Disagree (Bottom 2 Box) 47% 29%
What is your preferred social media outlet to learn about the
market and investing? (Top 2)
Total Parents
Facebook 24% 35%
YouTube 19% 29%
Instagram 17% 28%
Twitter 14% 21%
Reddit 5% 10%
Snapchat 5% 8%
Pinterest 2% 3%
Tumblr 1% 0%
None 53% 31%
Other 7% 6%