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One fifth of affluent investors own ETFs

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Twenty per cent of affluent investors currently own exchange-traded funds and seven per cent are most likely to start investing in ETFs this month, a survey by Phoenix Marketing International has found.

Topping the list of firms under consideration by investors planning to add ETFs to their portfolio are Charles Schwab, E*Trade, Fidelity, Scottrade, TD Ameritrade, Vanguard, and Wells Fargo/Wachovia.

Over the next month 29 per cent of current ETF investors plan to increase their portfolio allocation in these funds, 69 per cent anticipate no allocation change, and two per cent expect to unwind ETF positions.

"Our research suggests that affluent investors desire to access ETFs through multiple firms, with one in four planning to open additional brokerage accounts for investing in ETFs," says Kristina Terzieva, Phoenix director of syndicated financial services.

ETF investors are also considering Bank of America, Citibank, Edward Jones, ING/Sharebuilder, Merrill Lynch, T. Rowe Price, and UBS for new account relationships.

"Almost 64 per cent of affluent investors who currently or intend to invest in ETFs place the highest importance and relevance on funds that complement their strategic versus technical investing style, that track large market indices, are offered through a full-service brokerage, and can be traded online," adds Terzieva. "Waiving commissions for a limited number of ETFs, for only branded ETFs, or ETFs offered by a specialist broker have minimal impact insofar as reaching additional investors.”

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