2022 Retail Investor Report

Evolving through volatility

In 2022, retail investors experienced a geopolitical crisis, record inflation, and volatile markets full of uncertainty—quite a different experience from the previous decade, where investors saw the longest market bull run in U.S. history.

Learn how retail investors are adapting to the changing environment, and how they are setting their strategies for months and years ahead.

01.

Retail re-evaluates risk

In the past 6 months, how has your risk tolerance changed?

My risk appetite has decreased. (34.8%)

My risk appetite has not changed. (46.3%)

My risk appetite has increased. (18.9%)

02.

De-risking with diversification

In the past 6 months, how has your interest in diversification changed?

I am more focused on diversification than before. (46.4%)

My focus on diversification has not changed. (42.4%)

I am less focused on diversification than before. (11.2%)

03.

Building for the future

Looking ahead to the next 6 months, which best describes your investment strategy?

48.7%
Building a diversified, long-term portfolio (48.7%)
26.0%
Prioritizing high-growth opportunities that
 may involve greater risk (26.0%)
20.6%
Waiting out volatility before adding further (20.6%)
4.7%
Selling investments to free up cash (4.7%)

Building a diversified, long-term portfolio (48.7%)

Prioritizing high-growth opportunities that
 may involve greater risk (26.0%)

Waiting out volatility before adding further (20.6%)

Selling investments to free up cash (4.7%)

04.

Diversification by addition

Which strategies describe your approach to diversification?

58.1%
Adding assets from different sectors (58.1%)
43.8%
Investing in index funds (ETFs) (43.8%)
38.8%
Adding assets with larger market caps or stronger fundamentals (38.8%)
38.2%
Introducing new asset classes like cryptos or alts (38.2%)
26.9%
Reducing exposure to assets with greater risk (26.9%)

Adding assets from different sectors (58.1%)

Investing in index funds (ETFs) (43.8%)

Adding assets with larger market caps or stronger fundamentals (38.8%)

Introducing new asset classes like cryptos or alts (38.2%)

Reducing exposure to assets with greater risk (26.9%)

05.

Leveling up with fundamentals

In the past 6 months, how has your approach to evaluating fundamentals changed?

“I’m more likely to look at fundamentals before making a decision.”

57.7%
18-24 (57.7%)
52.9%
25-34 (52.9%)
50.0%
35-44 (50.0%)
53.0%
45-54 (53.0%)
49.5%
55-64 (49.5%)
36.0%
65+ (36.0%)

18-24 (57.7%)

25-34 (52.9%)

35-44 (50.0%)

45-54 (53.0%)

55-64 (49.5%)

65+ (36.0%)

06.

Eyes on clean energy, EV, and tech

In the next 6 months, which categories of companies or assets are you most interested in as an investor?

Clean energy
Clean energy (51.1%)
51.1%
Electric vehicles
Electric vehicles (50.7%)
50.7%
Emerging technology
Emerging technology (50.3%)
50.3%
Healthcare and pharmaceuticals
Healthcare and pharmaceuticals (39.0%)
39.0%
ETFs
ETFs (37.4%)
37.4%
Legal cannabis industry
Legal cannabis industry (33.7%)
33.7%
Blue chip stocks
Blue chip stocks (28.0%)
28.0%
Retail and e-commerce
Retail and e-commerce (25.6%)
25.6%
Precious metals
Precious metals (24.8%)
24.8%
Media & entertainment
Media & entertainment (24.3%)
24.3%
Commodities
Commodities (23.1%)
23.1%
Large cap cryptos
Large cap cryptos (21.4%)
21.4%
Emerging crypto assets
Emerging crypto assets (16.5%)
16.5%
Alternative investments
Alternative investments (14.0%)
14.0%
IPOs
IPOs (9.9%)
9.9%
SPACs
SPACs (3.9%)
3.9%
07.

Prioritizing transparent leaders

How important is it to you that the leadership at companies you invest in is transparent and authentic?

Very important, often factored into my decisions. (50.6%)

Somewhat important; sometimes factored into my decisions (38.2%)

Not important at all; not factored into my decisions. (11.2%)

08.

Stock market trust stays steady

Change in investor trust in stock and crypto markets in past 6 months

7.7%
Stock Market (7.7%)
8.4%
Crypto Market (8.4%)
56.3%
Stock Market (56.3%)
29.5%
Crypto Market (29.5%)
34.5%
Stock Market (34.5%)
40.9%
Crypto Market (40.9%)
1.5%
Stock Market (1.5%)
21.2%
Crypto Market (21.2%)
More trust Same level of trust Less trust N/A (do not invest in one of
 the asset categories)

Stock Market

Crypto Market

09.

Volatility builds confidence

In the past 6 months, how has your confidence in your investing skills changed?

“I’m more confident in my investing skills today.”

43.8%
All Investors (43.8%)
50.0%
18-24 (50.0%)
46.9%
25-34 (46.9%)
45.8%
35-44 (45.8%)
40.2%
45-54 (40.2%)
37.0%
55-64 (37.0%)
19.8%
65+ (19.8%)

All Investors (43.8%)

18-24 (50.0%)

25-34 (46.9%)

35-44 (45.8%)

45-54 (40.2%)

55-64 (37.0%)

65+ (19.8%)

10.

Researching from all angles

Which sources do you use to gather information as an investor?

69.3%
Investing platform
 or app (69.3%)
65.5%
Financial news media (65.5%)
53.1%
Earnings and other company-direct channels (53.1%)
45.3%
Social media platforms (45.3%)
35.2%
Friends, family, and peers (35.2%)
16.8%
Financial advisor or coach (16.8%)
11.7%
Crypto whitepapers (11.7%)

Investing platform
 or app (69.3%)

Financial news media (65.5%)

Earnings and other company-direct channels (53.1%)

Social media platforms (45.3%)

Friends, family, and peers (35.2%)

Financial advisor or coach (16.8%)

Crypto whitepapers (11.7%)

Download the full report

Bottom line: Volatility’s tough lessons come with opportunities to evolve and expand investing acumen. Resilient retail investors are taking 2022 in stride—turning market-wide declines into personal growth.

Download the full report for additional breakdowns and findings.