Factors driving ETF adoption

June 11, 2019


ETFs are increasing in popularity among investors of all types. New Vanguard research examines the demographics of ETF investors and looks at what factors are driving ETF adoption.

The researchers found that newer Vanguard investors are increasingly using ETFs as their primary investment vehicle, but there are still opportunities for product education and awareness.

Use this research to:

  • Learn how different types of investors use ETFs within a portfolio.
  • Understand key characteristics of "ETF diversifiers," "ETF users," and "ETF enthusiasts."
  • Compare Vanguard client insights with your clients' behavior.


  • All investing is subject to risk, including possible loss of principal.
  • Vanguard ETF Shares are not redeemable with the issuing Fund other than in very large aggregations worth millions of dollars. Instead, investors must buy and sell Vanguard ETF Shares in the secondary market and hold those shares in a brokerage account. In doing so, the investor may incur brokerage commissions and may pay more than net asset value when buying and receive less than net asset value when selling.


Our insights straight
to your inbox

Our insights straight to your inbox

Receive our latest Advisor's Digest
and commentary sent the
first business
morning every week.

A weekly digest of our latest research and commentary. Topics include the economy and markets, portfolio strategy, ETFs, and practice management.

Fund openings/closings, fund manager changes, dividend distributions, webinars, and other events you might want to know about.

Already registered? Log on to
manage your
email subscriptions.