• Sentiment towards US shares weakens; Australian equities lead on net buying intention: Geopolitical tensions and US trade policy uncertainty dampen sentiment, with Australian equities holding the strongest net intention to buy, more than twice that of US equities
• Returning online investors fuel growth as first-time participation slows: The online investor numbers grew to 1.36 million, driven by reactivations, while first-time investor inflows fell to a post-COVID low, now accounting for just 4% of participants
• Child accounts and AI adoption signal new expectations for online investor engagement: One in eight investors hold child accounts and 15% use AI tools, prompting new platform expectations around education, transparency, and long-term support features

Investment Trends has released its 32nd semi-annual edition of the 2025 First Half Australia Online Investing Report, the industry’s most comprehensive benchmark of online investor attitudes, behaviours, and platform performance across shares and ETFs.

The report reveals a marked shift in sentiment as investors respond to growing geopolitical and trade uncertainty. While confidence in US equities has deteriorated, intentions remain net positive. Australian equities now hold the strongest net intention to buy, more than double that of US shares, reflecting a preference for perceived stability and confidence in local fundamentals.

“We’re seeing a recalibration in how investors approach global markets,” said Yiğit Günhan, Senior Analyst at Investment Trends. “Investors aren’t rushing to exit international markets, but they are becoming more selective, with domestic equities standing out as the comparatively more stable option.”

The report also reveals that despite ongoing volatility, the number of active online investors continues to climb, up 2% half-on-half, from 1.33 million in November 2024 to 1.36 million in May 2025. This growth driven largely by returning investors looking to ‘buy the dip’, while new investor participation has slowed to a post-COVID low to 52,000 individuals, accounting for just 4% of the active base.

“We’re seeing a more conviction-driven online investor base take shape,” said Günhan. Reactivations suggest that dormant investors are returning with purpose, while the slowdown in new entrants signals an opportunity, and responsibility, for platforms to provide clearer guidance and support in a more uncertain environment.”

The report highlights that over one in eight (13%) online investors hold investment accounts on behalf of their children, with goals spanning education funding, wealth creation, and financial literacy. Platforms servicing this segment are increasingly evaluated on long-term value, guidance tools and ease of use. Meanwhile, 15% of investors now use AI tools for investing, most often for education and market analysis, though trust and transparency remain barriers to broader adoption.

“Whether investors are opening accounts for their children or exploring AI tools, they’re looking for platforms that do more than execute trades,” said Günhan. “They’re looking for platforms that can support education, embed good habits early, and evolve with the next generation of investors. AI tools will play a key role, but only if they’re transparent, trusted, and built for learning.

About the report

The 2025 First Half Australia Online Investing Report is based on a survey conducted by Investment Trends from 1 April to 18 May 2025, capturing 8,608 respondents including 5,588 online investors. The Report is the largest and most comprehensive independent study of the retail online investing market in Australia.

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The report shows participation in online investing has surged to 1.28 million active investors in the first half of 2024, reflecting a growth from 1.22 million in the previous six months. This surge is predominantly driven by younger investors starting their online investing journey, particularly those aged 18-24, known as Zoomers.

This demographic now constitutes close to one-third of new online investors, significantly impacting market dynamics. These new participants were often prompted to start investing online by the ability to invest small amounts of money and access investment-related education.

“The latest wave of new online investors is markedly younger” said Yiğit Günhan, Senior Analyst at Investment Trends. “Their participation reveals a sustained interest driven by accessible investment opportunities and educational resources. This influx is reshaping the landscape, indicating a prime opportunity for online brokers to attract and retain this demographic.”

The report highlights that investor sentiment towards equities has seen a marked improvement over the past six months. This positive shift extends to cryptocurrencies, where the outlook has quickly turned favourable. All investor segments – new, dormant, and reactivated – have shown a more optimistic view of the market, particularly for international shares compared to domestic equities. The results show that online investors expect, on average, a 5.3% return from domestic equities, and 6.1% return from international equities over the next year.

“The renewed optimism in the market is a testament to the resilience and adaptability of online investors. Our data shows a notable increase in confidence towards both domestic and international equities, signaling a broader readiness to embrace diverse investment opportunities,” observed Günhan. “For online brokers, this optimism underscores the importance of providing a diverse range of investment options and transparent, competitive pricing to capture investor interest.”

The report also shows that the number of active international share investors has grown to 152,000, representing 12% of the active online investor population. This segment’s growth highlights a significant interest in global equities as investors now allocate an average of 8% of their portfolios to international equities, up from 7% in the previous period. They most often choose their international broker based on brokerage/fees (50% cite), platform features/usability (32%), and fee transparency (23%).

“The rise in international online share investing is a clear indication of investors’ growing appetite for global exposure” added Günhan. “These investors are notably more cost-sensitive, seeking not only lower fees but also transparent pricing and an easy-to-use platform.”

The report highlights that as the market continues to evolve, online brokers must innovate in product offerings, user experience, and educational initiatives to meet the dynamic needs of the changing online investors. The report underscores a significant opportunity for brokers that can address these evolving demands effectively.

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Notes to the editor

 About the report:  

The Investment Trends 2024 Australia First Half Online Investing Report provides a detailed analysis of the Australian online investing market, examining the attitudes, needs and product usage of active online investors. The 2024 H1 Online Investing Report is based on a survey conducted by Investment Trends from April to May 2024, capturing responses from 13,764 participants, including 9,315 current online investors, the Report is the largest and most comprehensive independent study of the retail online investing market in Australia.

About Investment Trends:  

Investment Trends is the leading researcher in the retail online share dealing and leveraged trading markets globally. We combine our analytical rigour and strategic thinking with the most advanced research and statistical techniques to help our clients gain competitive advantage. We have over 20 years’ experience in researching the retail wealth management and global broking markets from which we provide new insights and decision-making support to over 130 leading financial service businesses globally. Investment Trends’ clients include several global banking organisations, all major online brokers and CFD providers as well as industry regulators, advice providers, fund managers, super funds, investment platform providers, and industry associations.

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