Differences in trading behavior in the US vs the EU

BrokerChooser’s analyst team is constantly on the lookout for emerging trends in the world of retail brokerages. We dug deep into our own databases to see how the risk tolerance, products sought and mobile usage of people using our site differ between US and EU customers.

Read on to learn what we found.

US clients: more complex products, greater risk tolerance

Twice as many of BrokerChooser’s US users say that options and futures are the most important products for them, compared to users from the EU.

Note to the chart:

  • Data collected during H1 2020
  • ~4,000 customers from the US answered this question
  • ~23,000 customers from the EU answered this question

Source: BrokerChooser

In addition, BrokerChooser data shows that 40% of US customers are interested in trading on a daily basis, while this figure is 31% for EU clients.

Note to the chart:

  • Data collected during H1 2020.
  • ~5,000 customers from the US answered this question
  • ~28,000 customers from the EU answered this question

Source: BrokerChooser

54% of US customers are first-timers

BrokerChooser’s data show that US customers are less experienced compared to EU customers. Of visitors coming from the US, 54% said that they’re first-timers with limited experience. In comparison, this figure is 44% for EU customers.

Note to the chart:

  • Data collected during H1 2020
  • ~6,000 customers from the US answered this question
  • ~35,000 customers from the EU answered this question
  • ~12,000 customers from the UK answered this question

BC’s US readers are mobile-first, but the EU is not

Visitor data suggests that US and UK clients are more likely to read BrokerChooser’s content from a mobile phone (51% of all pageviews). This is important, as mobile-first clients are more likely to be beginner traders. The opposite is the case in among EU visitors, where 60% of pageviews are from a desktop.

You can download our findings here.

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