证券APP用户将达1.29亿人“在线经纪人”成标配
近日,证券艾媒咨询发布《2020年中国互联网证券行业发展状况研究报告》,达亿报告指出中国证券类APP用户规模稳定增长,人线人成2019年达到1.11亿人,经纪2020年预计增至1.29亿人。标配得益于政策、证券经济、达亿社会环境利好与科技进步,人线人成中国证券业的经纪线上化转型得到稳步推进,互联网券商发展空间广阔。标配
证券APP用户规模持续增长
中国证券业推进线上化转型
证券行业互联网化的证券趋势,一方面主要得益于近年来国内证券行业相关法律的达亿修订、开放政策的人线人成完善,为互联网证券的经纪规范发展和对外开放创造了条件,国家从政策也对数字经济建设给出了鼓励和支持,标配进一步促进了券商互联网化的转型。
另一方面,居民受教育程度的不断提升、网络财经媒体的广泛渗透,使得大家的金融意识以及理财素养不断提升,对券商互联网化的接受度在逐渐提高。此外,新兴技术发展也为互联网证券业务和服务创新提供了基础支撑。
数据显示,中国互联网理财用户的规模不断扩大,预计2020年将增长至6.05亿人,同时,中国证券类APP用户规模也在持续稳定增长,预计2020年增至1.29亿人。
“线上化的券商平台能够简化手续以及缩短用户交易时间,而金融科技发展步伐逐步加快,使得居民可以更方便地通过互联网进行理财,一定程度上推进了证券业的线上化转型。”艾媒分析师表示,尤其是在疫情之下,各大券商线上化经营进入了线上化的模式。未来随着在线交易规模扩大,证券行业还将进一步向线上化转型。
资金安全成用户重要参考
声誉建设重要性显著
不过,从报告调查结果来看,居民在选择互联网券商时依然存在诸多顾虑,其中资金安全和投资风险是互联网券商使用者们最关心的问题。
报告指出,在受访的中国互联网券商用户中,55.5%在选择券商时最关注资金安全性。在选择金融衍生品时,62.9%的用户主要考虑资金安全性,另外有61.3%关注投资风险。
值得注意的是,2020年数据显示有39.1%的中国受访网民依然更喜欢传统券商的互联网服务,而更喜欢纯互联网券商的网民仅占22.7%。
有机构认为,券商提供的业务服务包括交易及财富管理,涉及个人用户的大量资金,因此安全保障受到用户关注,并且在选择金融产品时,用户也会较为谨慎地考虑资金安全性和投资风险。
所以,网民对于发展时间更长及已建立口碑的传统券商更为信任。但传统券商产研能力相对较弱,用户交易体验和服务脱钩,纯互联网券商在对当今投资者需求满足方面优势更大。
因此,虽然目前来看,纯互联网券商在证券市场上发展时间较短,品牌建设仍需提高,但未来随着头部企业逐渐提高品牌知名度,建立良好的口碑,同时优化用户的体验,增强用户信心,则有望提升对于用户的吸引力,进而进一步扩大受众规模,加强用户黏性。
另外,根据艾媒数据中心的调查结果,46.9%的受访互联网券商用户表示在选择券商时更关注其提供的金融产品丰富性。同时,在对券商财富管理业务未来发展方面,71.8%受访者期待财务管理业务的金融产品能更多元化。
分析师指出,用户对于平台能提供交易的金融产品丰富度有较高需求,但多样化业务的开展则需要平台有足够的资质,因此头部平台的优势也将在未来行业竞争中表现得更为突出。
尽管目前中国互联网券商发展迅速,但总体业务体量仍然较少、业务结构较为单一。以纯互联网券商老虎证券为例,2019年其收入结构中佣金占比虽有大幅下降,但依然达到45.5%。
(责任编辑:新闻中心)
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