83% of prospective online investors seek low fees, 82% – fast and reliable sites

With an average reliability of 99.5%, the brokerage industry’s Web site service levels far exceed other industries, Keynote found. 83% of prospective online investors reported commissions and fees as an important consideration, and 82% reported speed and reliability of trade execution as a key consideration. The selection of available products and services was a consideration for 60%, and investment advice and planning tools were considered by 56%.