a day in the life: active traders & yahoo finance yahoo

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A Day in the Life: Active Traders & Yahoo Finance Yahoo Insights Team

October 2013

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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

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Active Traders Overview

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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.

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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).

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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


visit Yahoo!

Finance at once a

day


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).

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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

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Active Traders &

Yahoo Finance

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49%

Mobile/Tablet

Net

Nearly Half of Active Traders Access Yahoo Finance on a Mobile or Tablet Device


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).

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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

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#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

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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

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Active Traders Engage with Yahoo! Finance News and Video Content


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%

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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%

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A Majority of Active Traders Follow Current Events & Politics and Consider themselves Sports Enthusiasts


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).

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Not Surprisingly, Active Traders Frequently Visit Other Yahoo! Sites Beyond Yahoo! Finance

YAHOO! SITES VISITED WEEKLY


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!

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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.

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Key Advertiser Takeaways

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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.

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Name

Tite

Thank You.

Please contact your Yahoo account

representative for additional Active Trader

insights that are personalized to your marketing

needs.

a day in the life: active traders & yahoo finance yahoo

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