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A Day in the Life: Active Traders & Yahoo Finance Yahoo Insights Team
October 2013
2
Insights Overview
As digital plays a greater role in the daily lives of active
traders, we’re seeing changes in how they access, research
and consume financial information, products and services.
What do financial services marketers need to know to
engage and connect with this important audience online in
order to drive results?
Key Study Learnings: • Active traders are powerful finance thought leaders and
influencers
• Mobile and tablet usage is gaining traction among active
traders
• Finance content consumption differs across devices
• Active traders are found on Yahoo Finance, but can also be
effectively reached across other Yahoo sites
3
Active Traders Overview
4
82%
66%
55%
45%
39%
28%
19%
Stocks
Mutual Funds
Bonds
ETFs
CDs
Options
Foreign Exchange
Who Are the Active Traders We Talked to?
TYPES OF PRODUCTS TRADED
66% trade for themselves, 39%
have a broker or professional trade for
them and 23% trust their trades to
family/friends
They make an average of 57 trades per year
On average they have $351k in
investable assets
62% are Financial Influencers, whose friends and family frequently ask
them for advice about finance
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Findemo3. Which, if any, of the following kinds of financial products do you, or someone on your behalf, buy and/or sell in a typical year? Please select all that apply. Base: Active Traders (n=706). See Notes Page for more details.
5
23%
10%
13% 12%
18%
24%
100+ Trades 75-99 Trades 50-74 Trades 40-49 Trades 30-39 Trades 20-29 Trades
Nearly 1 in 4 High Active Traders Make 100+ Trades per Year
TRADES MADE PER YEAR
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Findemo1. Do you, or does someone on your behalf, buy and sell stocks, bonds, ETFs or mutual funds? Base: Active Traders (n=706).
6
55%
51%
50%
48%
46%
45%
44%
42%
38%
38%
37%
35%
34%
33%
33%
31%
30%
Yahoo! Finance
CNBC.com
WSJ Online
Bloomberg.com
CNNMoney.com
MarketWatch.com
MSNMoney.com
Google Finance
MotleyFool.com
TheStreet.com
FinancialTimes.com
Forbes Digital
AOL Money & Finance
Businessinsider.com
SeekingAlpha.com
Bankrate.com
Mint.com
Active Traders Visit a Range of Finance Sites, with Yahoo! Finance the Most Common
WEBSITES VISITED AT LEAST ONCE A WEEK
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
93% Of Active Traders
are aware of
Yahoo! Finance
27% Of Active Traders
visit Yahoo!
Finance at once a
day
81% Of Active Traders
have visited
Yahoo! Finance
Fin1. How often, if at all, do you visit the following finance websites on any device? Base: Active Traders (n=706).
7
The Heaviest Trading Volume Still Comes through PC/Laptop, But Mobile Trading is Relatively Common
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Findemo6. Approximately, how many trades per year, if any, do you make using the following device(s)? Base: Active Traders who own each device (varies).
AVERAGE VOLUME OF TRADES BY DEVICE
346 98 25
LAPTOP/DESKTOP MOBILE PHONE TABLET
8
Active Traders &
Yahoo Finance
9
49%
Mobile/Tablet
Net
Nearly Half of Active Traders Access Yahoo Finance on a Mobile or Tablet Device
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
FREQUENCY USE BY DEVICE
78% 37% 35%
LAPTOP/DESKTOP MOBILE PHONE TABLET
Fin2. On which of the following devices do you ever access the following sites? Select all the devices that apply for each si te. Base: Active Traders who Visit Yahoo! Finance monthly and own each device (varies).
10
Yahoo! Finance is the Finance Website of Choice among Active Traders
FAVORITE FINANCE WEBSITE
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Fin8. If you only were able to use one finance website moving forward, which one would you choose? Base: Active Traders who visit each finance website monthly (varies).
26%
16%
13%
13%
11%
10%
8%
7%
7%
6%
6%
4%
4%
4%
3%
2%
1%
4%
Yahoo! Finance
WSJ Online
CNBC.com
Bloomberg.com
CNNMoney.com
Google Finance
MarketWatch.com
Mint.com
Forbes Digital
MSNMoney.com
AOL Money & Finance
MotleyFool.com
SeekingAlpha.com
FinancialTimes.com
TheStreet.com
Businessinsider.com
Bankrate.com
Other/None
Yahoo! Finance is the number
one finance website among
Active Traders, with WSJ Online in
second place at 16%
Over 1 in 4 Active Traders would
select Yahoo! Finance if forced to
choose one finance website
11
#1 Yahoo! Finance Rank Among
Financial Websites for These
Attributes
Yahoo! Finance Ranks #1 for Multiple Attributes among Active Traders
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Fin9. How would you describe the information you get on each of the following finance website(s)? Base: Active Traders who Visit Yahoo! Finance monthly (n=512).
PERCENT AGREEING THAT INFORMATION ON YAHOO! FINANCE IS…
42%
41%
41%
38%
37%
35%
Useful to me
Easy to find
Relevant to my needs
For someone like me
A good fit for my purposes
Well organized
12
Active Traders Use Yahoo! Finance to Stay Current and Make Finance Decisions
AGREEMENT WITH STATEMENTS ABOUT YAHOO! FINANCE (TOP 2 BOX)
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Fin17. How much do you agree or disagree with each of the following statements about Yahoo! Finance? Base: Active Traders who Visit Yahoo! Finance monthly (n=512)
57% 62% 65% 68% 71% 71% 72%
78%
I regularly watch video segments on Y!
Finance
Y! Finance is a key tool in my
professional life
Y! Finance is my favorite website for
financial information
Y! Finance helps me achieve my financial
goals
Visiting Y! Finance is part of my everyday
routine
Y! Finance connects me to the products
and services I need to manage my financial
life
Y! Finance helps me research and make decisions about my
financial life
Y! Finance keeps me up to date
13
Active Traders Engage with Yahoo! Finance News and Video Content
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
NEWS
52%
50%
46%
40%
29%
Investing News
Top Stories
Personal Finance
CNBC News on Yahoo! Finance
Videos NEWS
VIDEO
18%
17%
13%
13%
12%
12%
Daily Ticker
CNBC Yahoo! Finance Originals
Financially Fit
Hot Stock Minute
Breakout
Just Explain It
Fin14. Which part(s) of Yahoo! Finance do you typically access on the following device(s)? Select all that apply per device. Base: Active Traders who Visit Yahoo! Finance monthly. Net of 3 Devices (n=512).
Fin15. Which of the following original video programming in Yahoo! Finance do you typically access on each device? Select all that apply for each device. Base: Active Traders who Visit Yahoo! Finance monthly. Net of 3 Devices (n=151). (Rebased out of Fin14)
29% 82%
14
Active Traders also Engage with Yahoo! Finance Data and Resources
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Fin14. Which part(s) of Yahoo! Finance do you typically access on the following device(s)? Select all that apply per device. Base: Active Traders who Visit Yahoo! Finance monthly. Net of 3 Devices (n=512).
53%
51%
48%
46%
41%
Market Summary
Quotes
Market Data
Charts
Investment Centers
34%
33%
32%
29%
Personal Finance Centers
Personal Finance Calculators
Personal Finance How-to-guides
Education Center Special Features DATA RESOURCES
56% 82%
15
A Majority of Active Traders Follow Current Events & Politics and Consider themselves Sports Enthusiasts
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
31%
56%
35%
62%
77%
I participate in Fantasy Sports leagues
I am a sports enthusiast
I enjoy reading celebrity news
I follow politics I like to stay on top of current events
AGREEMENT WITH STATEMENTS ABOUT THEMSELVES (TOP 2 BOX)
Sports Enthusiast Current Events
FIN21. How much do you think each of the following statements describes you? Base: Active Traders (n=706).
16
Not Surprisingly, Active Traders Frequently Visit Other Yahoo! Sites Beyond Yahoo! Finance
YAHOO! SITES VISITED WEEKLY
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
45%
Active can be reached on
Y! Sports and 38% on Y!
Entertainment, with 37%
accessing Yahoo! via
Tablet
3 in 5
Active Traders visit
Yahoo! Mail on a
weekly basis
Nearly 60%
Active Traders use
Yahoo! Homepage
or News each
week
Demo8. Listed below are specific areas or websites of Yahoo! How often do you visit these Yahoo! properties or websites? Base: Active Traders (n=706).
61% 58%
57% 53%
45% 39%
38% 37%
36% 36%
35% 34% 34% 34% 34%
33% 33%
32% 32% 32%
30% 29% 29%
28%
Yahoo! Mail
Yahoo! Homepage
Yahoo! News
Yahoo! Search
Yahoo! Sports
Yahoo! Screen
Yahoo! Entertainment
Yahoo! on Tablet
Yahoo! Movies
Yahoo! Mobile
Yahoo! Messenger
Yahoo! Answers
Yahoo! Fantasy Sports
Yahoo! Health
Yahoo! Games
Yahoo! Music
Yahoo! Shopping
Yahoo! Travel
Yahoo! Groups
Yahoo! TV
Flickr from Yahoo!
Yahoo! Autos
OMG!
Shine from Yahoo!
17
Active Traders are Likely to Take Action Because of Ads Seen on Yahoo! Finance
BECAUSE OF ADS SEEN ON YAHOO! FINANCE, ACTIVE TRADERS HAVE:
Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013. Fin18. Which, if any, of the following activities have you done as a result of seeing ads when on Yahoo! Finance? Select one for each row. Base: Active Traders that Visit Yahoo! Finance Monthly (n=512).
Investigated Brands:
65% have searched on a brand.
65% have visited a product website.
Purchased Products:
56% have purchased or plan to purchase a financial product. Index 108
Talked about Brands:
55% have talked about that brand to someone else.
18
Key Advertiser Takeaways
19
Active Traders are Finance Thought Leaders
62% of Active Traders indicate that friends and family come to them for financial advice.
Active Traders Love Yahoo! Finance
Yahoo! Finance is the #1 favorite Financial site among this influential audience. More than half of Active Traders
visit Yahoo! Finance weekly and 27% visit daily.
Mobile and Tablet are Gaining Traction among Active Traders
Nearly half of Active Traders have Finance News Apps on their Mobile/Tablet devices. While PC is still king, this
audience is using mobile phones and tablets to research and conduct trades. Among those that trade on a
mobile phone, the average number of trades is nearly 100!
Finance Content Consumption Preferences by Device Emerge among Active Traders
While content consumption across devices is similar with Data and News being the most accessed types of
content. News is accessed on all devices, however PC and Mobile are most used for data content and tablet is
emerging as a popular way to access resources and original programming
Active Traders Can be Reached on Other Yahoo! Sites Beyond Yahoo! Finance
Among this audience 46% spend a quarter or less of their time online viewing finance content. That means that
the other 75% of their time online they can be reached on non-finance sites.
What Does It All Mean?
19 Source: Yahoo! Finance Day in the Life Study in Partnership with Ipsos, 2013.
20
Name
Tite
Thank You.
Please contact your Yahoo account
representative for additional Active Trader
insights that are personalized to your marketing
needs.