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Nasdaq's 2024 ETF Retail Investor Survey

The Ascension of Gen Z Investors

Generational comparisons and other economic and social trends driving ETF opportunities.

Nasdaq conducted a survey of 2,000 retail investors — from Gen Z to Baby Boomers — to discover the latest trends in the investment decision-making process. From economic attitudes to risk preferences and asset classes to advice, the results create an interesting landscape for market participants.

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As current investors progress through their life, and new investors enter the market, ETF issuers and financial advisors need to pivot to meet the needs of 'next generation' investors.

2024 ETF Retail Investor Survey

The results are in and the retail market looks vastly different from generation to generation. Dive deeper into the retail investor perspective by exploring:

  • Economic concerns
  • Trade frequency
  • Investment research: time spent and information sources leveraged
  • Financial advisor usage ETF preferences: familiarity, research, thematics and management strategies 

The results are in and the retail market looks vastly different from generation to generation. Dive deeper into the retail investor perspective by exploring:

  • Economic concerns
  • Trade frequency
  • Investment research: time spent and information sources leveraged
  • Financial advisor usage ETF preferences: familiarity, research, thematics and management strategies 

LEARN HOW RETAIL INVESTOR PROFILES ARE SHIFTING

Key Findings

10%
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Economic & Investment Outlook

Investors are expressing greater confidence in the economy, with fear of a possible recession dropping by 10% since 2022. But they're investing less aggressively. In 2022, 37% of ETF holders said they were investing ‘much more aggressively.’ That dropped to 16% in 2024.

46%
ETF Thematics

Out of all ETF holders surveyed, the highest amount, 46% said that financial technology was the investment theme that most intrigues them. Meanwhile, 59% of GenZ's and 57% of Millennials are still interested in cryptocurrencies/digital assets.

76%
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Social Media Trends

In general, people are depending less on big social platforms like Facebook. Of those who say they do use big social media for making financial decisions, most (76%) use YouTube, down 8% since the last survey.

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