Landmark broadridge study of more than 40 million u.s. retail investors highlights the dramatic shifts in how americans invest

Self-directed assets increase to 23% and the share of investors without a college degree exceeds 50%     etf usage rose to 47% from 31% in 2018 and is likely to exceed 50% by 2025 the count of millennial investors is on a path to overtake that of gen-x investors, millennial count increases by 9 percentage points since 2018 female investors have higher median assets than male investors at $52,105 in 2023 compared to men's $50,271 new york , may 22, 2024 /prnewswire/ -- the newest edition of the annual u.s. investor study, launched today from global fintech leader broadridge financial solutions, inc. (nyse: br), provides critical insight into u.s. retail investor habits and enables asset managers, advisors and investors to deepen their understanding of the national investment landscape. this year's study reveals key trends such as gen-z, millennial and gen-x investors steadily increasing their share of assets while assets held by boomers and the silent generation continue to decline, the rising popularity of self-directed investing across generations and americans' slow but steady breakup with mutual funds as allocations to etfs and u.s. equities rise.
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