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E*TRADE Study Reveals What Investors Want from Mobile Investing
E*TRADE Financial Corporation (NASDAQ:ETFC) today announced results from
the most recent wave of StreetWise, E*TRADE's quarterly
tracking study of experienced investors. Results indicate that mobile
preferences among investors continue to evolve:
This Smart News Release features multimedia. View the full release here:
http://www.businesswire.com/news/home/20160622006189/en/
(Photo: Business Wire)
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More than half of investors surveyed want their investing app to have
capabilities and functionality that rival their desktop.
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Nearly two out of three investors surveyed believe mobile is critical
to monitor their investments.
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More than three out of five investors surveyed are interested in
checking the markets on wearables, up from less than two out of five
in Q3'15.
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More than one in seven investors surveyed are using an investing app
to perform activities typically reserved for the desktop, such as
watching educational videos, researching investments, placing orders,
and moving money in and out of their accounts.
"Mobile is increasingly sophisticated in its functionality and, in fact,
for some investors, it is rendering desktops unnecessary," said Kunal
Vaed, SVP of Digital Channels at E*TRADE Financial. "Today's investors
seek a comprehensive toolkit for onboarding, idea generation, research,
execution, and monitoring on mobile devices - all with the effortless
interactions and engaging design of apps. Striking the right balance
between simplicity and complexity is critical for our industry to truly
meet investors' needs."
Mr. Vaed shared additional insight on mobile trading and investing
trends:
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Trading through mobile is trending upwards. Recent data suggest
that more investors use smartphones to trade than ever before. In
fact, among E*TRADE customers, total trades and options trades on
smartphones are up 24 percent and 41 percent from 2015.
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Mobile is the new desktop. Mobile, once primarily a tool for
active traders, has shifted to a mainstream investor platform,
delivering a robust suite of investing and trading features once only
available on desktop. In response, financial services firms should
ensure their digital experiences can seamlessly scale to mobile
platforms through responsive design, much like E*TRADE's Adaptive
Portfolio.
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One app, many journeys. Brokers need to design mobile apps to
accommodate most user journeys across active traders, mainstream
investors, and stock plan participants. Mobile apps offer unique ways
to tailor a user's experience. For instance, E*TRADE's iPhone (News - Alert) app
users can customize their menu, home page, and portfolio information.
Visit E*TRADE's Newsroom
for the full Q2'16 StreetWise study results.
E*TRADE helps investors balance today's needs with tomorrow's goals,
through pioneering digital tools coupled with guidance online and from
financial consultants. To learn more about E*TRADE's trading and
investing platforms and tools, visit etrade.com.
For useful insight from E*TRADE and third-party investment
professionals, follow the Company on Twitter (News - Alert), @ETRADE.
About the Survey
This wave of the survey was conducted from April 1 to April 8 of 2016
among an online U.S. sample of 907 self-directed active investors who
manage at least $10,000 in an online brokerage account. The survey has a
margin of error of ±3.25 percent at the 95 percent confidence level. It
was fielded and administered by ResearchNow. 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 65 percent male and 35 percent female with
an even distribution across online brokerages, geographic regions, and
age bands.
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Referenced Data
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To what extent do you agree or disagree with the following
statement? It is important to me that my brokerage's mobile
app has robust capabilities that rival my brokerage's website
experience.
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AGE
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TOTAL
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25-34
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35-54
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55+
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Agree (Top 2 Box (News - Alert))
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56%
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71%
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63%
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42%
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Disagree (Bottom 2 Box)
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44%
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29%
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37%
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58%
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The ability to monitor my investments and execute trading
decisions on the go is critical to me.
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AGE
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TOTAL
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25-34
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35-54
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55+
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Agree (Top 2 Box)
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65%
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79%
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69%
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54%
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Disagree (Bottom 2 Box)
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35%
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21%
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31%
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46%
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Using a scale from 1 to 5, where 5 means 'very frequently' and
1 means 'never', please rate how often you use your
smartphone to...(Top Two Box)
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AGE
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TOTAL
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25-34
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35-54
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55+
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Monitor the market
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34%
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47%
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36%
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25%
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Get stock quotes
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31%
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43%
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35%
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21%
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Monitor your portfolio
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27%
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39%
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28%
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21%
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Read news about companies or industries or the market
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25%
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37%
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30%
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14%
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Check your watch list
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25%
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35%
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29%
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15%
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Check on orders
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22%
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36%
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25%
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10%
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Search/screen for stocks, bonds, mutual fund or ETFs
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19%
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32%
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23%
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8%
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Research stocks, bonds, mutual funds or ETFs
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19%
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33%
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24%
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7%
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Place orders
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18%
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34%
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20%
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7%
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Move money in or out of your brokerage account
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16%
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29%
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21%
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5%
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Watch educational videos on investing
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16%
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29%
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19%
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5%
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Which of the following would you be most likely to use a
wearable device (like the Apple (News - Alert) or Android Watch) to do, when it
comes to investing and trading? (Top Two Box) (Q216)
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AGE
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TOTAL
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25-34
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35-54
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55+
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Check the markets
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61%
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61%
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60%
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68%
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Check your portfolio
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56%
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55%
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60%
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46%
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Check your watchlist
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37%
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37%
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39%
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31%
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Receive notifications about stock movement
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28%
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29%
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25%
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33%
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Receive notifications about account activity
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14%
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15%
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13%
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17%
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Place trades
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4%
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4%
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3%
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5%
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Which of the following would you be most likely to use a
wearable device (like the Apple or Android (News - Alert) Watch) to do, when it
comes to investing and trading? (Top Two Box) (Q315)
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AGE
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TOTAL
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25-34
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35-54
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55+
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Check the markets
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38%
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37%
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39%
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40%
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Check your portfolio
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36%
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32%
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40%
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31%
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Check your watchlist
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11%
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11%
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10%
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12%
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Receive notifications about stock movement
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8%
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10%
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4%
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9%
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Receive notifications about account activity
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6%
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7%
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4%
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9%
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Place trades
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2%
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2%
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3%
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E*TRADE Mobile and Option Mobile Trades 2015 vs. 2016 (January -
April)
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TOTAL
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% CHANGE
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2015 Mobile Trades
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1,646,973
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24%
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2016 Mobile Trades
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2,045,307
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2015 Option Mobile Trades
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261,635
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41%
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2016 Option Mobile Trades
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368,674
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About E*TRADE Financial
E*TRADE Financial and its subsidiaries provide financial services
including online brokerage and banking products and services to retail
customers. Securities products and services are offered by E*TRADE
Securities LLC (Member FINRA/SIPC). Bank
products and services are offered by E*TRADE Bank, a Federal savings
bank, Member FDIC, or its subsidiaries and affiliates. More information
is available at www.etrade.com.
ETFC-G
About ResearchNow
ResearchNow, a leading digital data collection provider, powers market
research insights. They enable companies to listen to and interact with
the world's consumers and business professionals through online panels,
as well as mobile, digital, and social media technologies. Their team
operates in over 20 offices globally and is recognized as the market
research industry's leader in client satisfaction. They foster a
socially-responsible culture by empowering their employees to give back.
To find out more or begin a conversation, visit www.researchnow.com.
Important Notices
E*TRADE Financial, E*TRADE, and the E*TRADE logo are trademarks or
registered trademarks of E*TRADE Financial Corporation.
© 2016 E*TRADE Financial Corporation. All rights reserved.
E*TRADE Financial Corporation and ResearchNow are separate companies
that are not affiliated. E*TRADE Financial Corporation engages
ResearchNow to program, field, and tabulate the study.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160622006189/en/
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