US retail investors are increasingly turning to a wide array of digital avenues to help them research, make and manage their investments. And financial marketers are using a mix of targeting and content to reach them, according to a new eMarketer report, “Digital Investors: Drawing From a Portfolio of Growing Online and Mobile Options.”
The web has cemented itself as a top source for business and finance information. In Scottrade’s 2013 “American Investor Study,” finance/news websites were the top information resource for investors (52%), followed by financial advisors and brokers (40%).
comScore calculated that 172.0 million US internet users accessed business- or finance-related content in September 2013—approximately 76% of the internet population and a 6% year-over-year increase.
Most business or finance content is still accessed via desktop instead of mobile, according to comScore research from August 2013. Of total time US internet users spent online with that type of content, 61% came from the desktop, with the remainder from mobile.
comScore found that from November 2012 to November 2013, online trading sites averaged 10.8 million visitors per month. Traffic spikes at the end of 2012 going into 2013 correlated with stock market dips that occurred during the same period.