Industry Focus:

A Demanding Marketplace Keeps Online Brokerages Fighting for the Lead

While brokerage Web site reliability ranks as the highest of any industry — and while the majority of investors use the Internet to research and manage their investments — online brokerages still face challenges in getting investors to actually trade online.

• Two-thirds of all equity investors do research and access their accounts online, but only 15% actually execute online trades. Online brokerages are attempting, with new tools and value-added functionality, to boost their shares of the trading market.
• 27% of prospective brokerage customers surveyed expressed frustration at the poor communication of fees and commissions.
• Industry leaders demonstrate that solid products, clear, upfront fee information, and intuitive online tools can not only enhance the success of their sites, but boost their overall brands as well.

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