Market Research / Demographics

Table of Contents


Brokerage Services: Total Market, Brand Share of Total Market, Age, Gender, Income, Region

Item 2017
Total Number of Consumers Ages 18+ Used Brokerage Services 92,026,000
% of Total U.S. Population Ages 18+ 36.9%
BRAND SHARE OF MARKET (ALL INDIVIDUALS WHO USE A BRAND OF BROKERAGE SERVICES AS A % OF ALL INDIVIDUALS WHO USE A BROKERAGE SERVICE)
Fidelity 19.4
Charles Schwab 9.1
Vanguard 8.1
Edward Jones 6.7
TD Ameritrade 6.3
Wells Fargo (Wells Trade) 6.0
Merrill Lynch (Merrill Edge) 5.6
E*trade 4.1
Morgan Stanley Smith Barney 3.5
Scottrade 3.2
USAA Brokerage 2.2
T. Rowe Price 1.7
Raymond James 1.6
Ameriprise Financial 1.3
Other 11.4
Don't Know 7.7
Total 100.0
% OF MARKET BY DEMOGRAPHIC SEGMENT
---% by Age Group
18-24 3.4
25-34 12.2
35-49 24.5
50-64 32.6
65+ 27.4
Total 100.0
---% by Gender
Male 52.2
Female 47.8
Total 100.0
---% by Annual HH Income
Under $25,000 7.3
$25,000-$49,999 16.1
$50,000-$99,999 34.3
$100,000 or more 42.2
Total 100.0
---% by Geographic Region
Northeast 17.8
North Central 20.7
South 36.5
West 25.0
Total 100.0
UBS 2.1
Source: CBA