The Evolving Landscape of U.S. Retail Investing

The Growing Influence of the Individual Investor

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The Evolving Landscape of U.S. Retail Investing

The Growing Influence of the Individual Investor

August 11, 2021

BNY Mellon Depositary Receipts spoke with a series of market experts to help IR teams understand the data behind recent trends and changes in the profile of the U.S. retail investor. We explore the trends and some new terminology and examine four methods for including retail investor engagement as an integral part of IR strategy. 

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A few characteristics of the new individual investor in 2020

  • 22% of new retail investors are under 30, compared to 6% before 2020
  • Recent market entrants prefer mobile apps to websites
  • New, young investors favor friends, family and social media for investment information
  • 90% of new retail investors trade fewer than three times per month

How can IR engage this changing retail segment?

  • Companies should develop content and activities specific to their corporate identity
  • Investor relations programs should incorporate retail-specific materials in their annual plans.
  • Investor engagement should be interactive and simplified
  • Social media is instrumental for providing content, but with care taken to comply with applicable regulations


The conversation with market experts is available in the webinar held May 6, 2021.


Our Global Investor Relations Advisory team looks forward to discussing the insights and implications with our clients.


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