Nasdaq 2025 Retail Investor Survey Highlights ETF Trends

A survey conducted by Nasdaq titled, “ETF Investors Navigate a Changing Economy,” details overall trends in ETF strategies, how retail investors make investment decisions, and what strategies are most popular by generation. The report states that “thematic ETFs are popular, asset allocation continues to have the most appeal for ETF investors for the second consecutive year,” while conversely, “holders are cutting back on sector-based investing.” The report highlights generational trends in ETF investing between retail investors in categories like defined outcome, levered or inverse products, absolute return, as well as others. The report also breaks down by generation investor appetite for certain types of investments like commodities, domestic equities, currency, fixed income, and international investments. The survey also found that “[r]etail investors upping their overall allocation appear to be seeking balance alongside more aggressive strategies.” Importantly, survey respondents find performance/return expectations and history as the two most important data points. The survey highlights the following takeaways for ETF providers:

• Tailor communication strategies to investors’ generational preferences;
• Expand financial education and risk management support for younger investors;
• Keep a close eye on investor allocation; and
• Investor preference is shifting to online brokerages over full-service brokerages/financial advisors.

Click here to download Nasdaq’s “ETF Investors Navigate a Changing Economy.”