“Young people have more brand familiarity with companies like Amazon, Google, Twitter,” said TD Ameritrade Managing Director of Trading Nicole Sherrod. “For retail investors in general, regardless of their age, they tend to invest in what they know.”
“We do see a lot of people investing in Disney as one of their first investments,” Sherrod said. “Parents who have young children buy that stock as one of the first positions. It’s a company that young people have a tremendous amount of familiarity with.”
As the older generations pick stocks, they consistently invest more often in healthcare companies. Meanwhile, younger generations show a preference for technology and other innovation-oriented companies. “They tend to be more socially responsible, caring more about the environment,” Sherrod said. “Electric cars are a great brand: good for the environment and sexy as well.”
Apple is widely held across TD Ameritrade’s whole customer base, which follows the trend of brand familiarity, where people invest in products they use.
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