Online Brokerages Need Segmentation Plans
Financial Service Online (10/00) Vol. 5, No. 10 p.12; Makos, Jeffrey J.

A recent study by IDC, an information technology research company, shows that the U.S. online brokerage customer base will nearly double to 20 million households by 2004. Additionally, the report shows that the demographics of online brokerage customers are beginning to shift. Recent shifts in online demographics include an increase in female representation, an increase in Americans over age 55, and the creation of portfolios by 18- to 34-year-olds. IDC analysts believe that brokerage firms that adopt segmentation strategies will be more prepared to profit from this changing customer base.


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