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ETF trends among retail investors: Insights from the US

19 August 2019 | Topical insights

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Retail investors in Europe have yet to truly embrace ETFs. But more and more US retail investors are finding a place for them in their portfolios.

New Vanguard research examines the demographics of these ETF investors in the US and looks at what factors are driving ETF adoption.

We find that over the last five years, the number of households using ETFs more than doubled. There are distinct differences among groups of investors. It’s newer (and younger) investors who use them as their primary investment vehicle, while more established investors (usually older and more affluent) tend to use them in conjunction with other investments.

Asset class exposure also varied among the groups, although equities are by far the favoured asset class for Vanguard’s ETF investors.

These fascinating insights offer food for thought to the investment industry in Europe. Will similar trends play out across the region?

Early ETF adoption among self-directed investors

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Important information:

The value of investments, and the income from them, may fall or rise and investors may get back less than they invested. Past performance is not a reliable indicator of future results.

ETF shares can be bought or sold only through a broker. Investing in ETFs entails stockbroker commission and a bid- offer spread which should be considered fully before investing.

Other important information:

This material is for professional investors as defined under the MiFID II Directive only. In Switzerland for institutional investors only. Not for public distribution.

This material was produced by The Vanguard Group, Inc. This article is for educational purposes only and is not a recommendation or solicitation to buy or sell investments.

The opinions expressed in this article are those of the author and individuals quoted and may not be representative of Vanguard Asset Management, Ltd or Vanguard Investments Switzerland GmbH.

Issued by Vanguard Asset Management, Ltd, which is authorised and regulated in the UK by the Financial Conduct Authority. In Switzerland, issued by Vanguard Investments Switzerland GmbH.

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