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For eBusiness & Channel Strategy Professionals

Which Investors Are Likely To Adopt eDelivery?

Potential Adopters Are Younger, Secure Online, And Open To Ads And Advice

February 9, 2011

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  • By Bill Doyle
  • with Benjamin Ensor,
  • Molly Simpson,
  • Beth Hoffman

Why Read This Report

More and more US investors are opting to receive statements and other account communications online. But the numbers remain small: Just 22% of US investors have gone online-only for an investment account. Another 27% of investors say they'll never give up paper statements. That leaves half of all online US investors as potential adopters of eDelivery. How can eBusiness executives reach them? Potential adopters are younger, more likely to manage their money online, more secure about online data, and more receptive to advertising and professional advice than are non-adopters. What would encourage potential adopters to turn off paper? Monetary incentives and access to years of back statements. "Green" messaging is fashionable but less compelling to potential adopters.

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