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  5. Retail Investor Trading in Europe: Perspectives on Trading Preferences, Behaviors, and Technology Adoption

Retail Investor Trading in Europe: Perspectives on Trading Preferences, Behaviors, and Technology Adoption

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27 June 2012
Isabella Fonseca Alexander Camargo

Abstract

European self-directed investors have greater familiarity with advanced financial instruments such as futures, FX, commodities, and international equities than their North American counterparts. Online brokers can competitively position themselves by offering access to trading these instruments.

The second of two reports on the retail trading landscape, Retail Investor Trading in Europe presents a detailed picture of the online trading industry in Europe from the perspective of the retail investor. Starting in March 2012, Celent conducted a survey of retail investors across six countries: the United Kingdom, France, Germany, Switzerland, Italy, Spain, and Switzerland. The purpose of the study was to get an understanding of demographics, trading styles, product preferences, and levels of satisfaction among retail investors across all customer segments and affluence levels.

"The European investor community is incredibly diverse. Within each market, there are different affluence levels, skills, knowledge, and instrument preferences," says Isabella Fonseca, Research Director at Celent and coauthor of the report. "There are also different characteristics within each individual European market. Therefore, in order to understand the European retail investor landscape, we must not only make comparisons across wealth segments, trade behaviors, and skill levels but also identify country-specific characteristics. Additionally, we can assess differences between North American and European self-directed investors."

"This report will provide firms with an understanding of the retail investor landscape in the six European countries and the latest trading and technology preferences," says Alexander Camargo, Analyst and coauthor of the report. "It will also give firms ideas on potential products and services to be offered to retail investors."

This report begins with a description of Celent’s survey methodology, outlining qualifying criteria and presenting an overview of the survey. The report then provides details on the demographics and trading behavior of participants. This is followed by an extensive presentation of retail investors’ online trading platform use, addressing services offered, fee structures, and levels of customer satisfaction. Within each of these sections, Celent highlights country-specific characteristics as well as pan-European characteristics. Celent then presents a detailed analysis of the survey data collected and analyzes the relationships between retail investor behavior and demographics and trading preferences. Celent also provides a detailed comparison to the North American retail investor market. The report concludes with considerations about where the online retail brokerage industry is headed and how firms can unlock pockets of value to grow their book of business.

This 76-page report contains 60 figures and 10 tables.

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