這是移動交易的時代

近年來，雖然移動端的應用量急劇上漲，但移動交易仍處於落後狀態。在電子商務和娛樂行業等其他互動消費領域，移動端的佔比在2011年突破了50%，隨後增加到70%左右。但在同一時期，移動交易的使用量仍停滯在30%附近。

準確地講，僅有少數的經紀商的移動端使用率能夠達到50%。而且只有技術導向且極易推廣移動端的獨特經紀商才能做到。絕大多數在線經紀商的移動端使用率都遠遠落後於其他行業。

人們嘗試用各種理論來解釋這一現象。一種推測是移動端無法提供桌面端的封閉式安全感。也有人推測是因為移動端缺少數據分析功能。移動端屏幕過小，註定無法像桌面端那樣操作靈活。桌面端可以進行多屏切換，能夠提供指標、註解、專家建議等豐富的交易體驗。

行業專家認為，盡管有這些感受上的阻礙，移動交易最終還會走入上升趨勢，使用率會逐漸趨近於其他交互式消費行業，並且比桌面端擁有更大的獲利可能性。交易員們正在逐漸熟悉手機的各項功能，正在逐漸適應用手機進行交易。手機交易的魅力不可抵擋，手機的實用性、靈活性，無論是在坐電梯、乘出租車或是排隊，都能體會得到。

因此，經紀商不願意推廣移動交易並非出於技術原因。以 Leverate的經驗來看，金融交易領域的客戶有移動端的需求，但經紀商卻沒有能力或預算來提供。如果同時推廣移動平台的桌面端平台，經紀商的支出會顯著增加，甚至無需考慮投資回報率。對於中小型經紀商來說，額外增加新興的移動交易平台會瓜分掉大量的資源。

越來越多的交易者意識到可以在移動端進行交易，他們有自由挑選同時擁有兩種平台的經紀商，這類技術先進的經紀商可以為交易者提供夢寐以求便利和樂趣。

雖然移動交易處於上升狀態，但交易分析和策略限制仍是問題。行業專家預測，僅有2%-5%的交易員需要利用複雜的分析功能，如果在移動端無法實現，他們可以在桌面端進行操作。移動端的基本策略、分析工具足以滿足絕大部分交易者的需求。正因為如此，大多數交易者都認為移動端操作方便。交易新手甚至是有些經驗的交易員都會被複雜的桌面交易系統搞得暈頭轉向。

大多數交易者嘗試交易平台都是為了找點樂子，賺點小錢。對於這一層級的交易，桌面版的高級圖表是弊大於利的。因此，移動交易平台的關鍵是簡單、方便。在這個交易的新時代，移動端是經紀商們不容忽視的重要趨勢。

The Age of Mobile Trading is Here

 While mobile adoption underwent an extraordinary uptick in recent years, for a long time mobile trading continued to lag behind. To the extent that in other interactive consumer industries such as e-commerce or the entertainment industry, the 50% threshold for mobile adoption was broken through in 2011 and then continued on an upward trend to around 70%. Yet in the same time period, mobile trading adoption stagnated at the 30% mark.

To be accurate, a limited number of brokers were able to go over a 50% adoption rate. However, these were unique brokers who were distinctly technologically oriented and were therefore predisposed to promote mobile use amongst their traders. For the most part however, the majority of online trading brokers had a mobile adoption rate which lagged far behind that observed generally in other industries.

Numerous theories have been conjectured to explain this phenomenon. There was the perception of traders that mobile just didn’t offer the same sense of security to the ‘closed-off’ feeling of a desktop. Others, speculated that traders were reluctant to pick up mobile trading due to the lack of analysis capabilities. The small screen that is inherent to a mobile implies that it simply can’t offer the flexibility of a desktop. With its multi-screen analysis capabilities, desk-top is perceived to provide a much richer experience with indicators, annotators and the availability of expert advisers.

Despite these perceived hurdles, industry experts have found that mobile trading is finally on an upward trend, with adoption rates that are consistent with other interactive consumer industries, and with every indication of becoming more prolific than web trading. The changing nature of the typical trader, who on becoming more familiar with using their phone for other functions, has become more comfortable with using their phone to trade the markets. The undeniable appeal of the phone is that it’s more fun and engaging to use whilst also incredibly convenient, whether a trader is in a lift, in a taxi or standing in a que, the opportunity to trade is perpetually available.

This leads one to think that it was perhaps not technical issues that were the source of resistance as much as a reluctance by brokers to promote mobile trading platforms. It was the experience of Leverate, a software development company servicing the technology needs of brokers in the financial trading industry, to hear their clients typically say that they were interested in offering a mobile platform but felt they don’t have the capacity, nor the budget to promote a mobile campaign. The expense of promoting two campaigns, one mobile and one web, significantly increases a broker’s CPA, without any reason to think it will produce an increase in the ROI. For small and medium size brokers running additional media campaigns to push a new frontier of mobile trading can mean a significant stretch on resources.

As existing traders are becoming increasingly aware that they can trade on mobile, they have the freedom to shop around for a more technologically advanced brokerage which has both the means to convert and retain traders more easily, whilst provide traders with the convenience and fun that they’re after. To address the concerns of brokers, Leverate tries to synthesize a push from the web application to the mobile application and thereby facilitate a smoother adoption rate.

Most traders are According to Leverate’s industry experts, the number of unique sessions on their trading platform, in a ratio of mobile to web visits went from 1:4 to almost 1:1 over the course of a 12 month period. This rate of mobile adoption was even more astounding when you consider the rate of total sessions that includes returning users. After what appeared to be a transition period in January of this year, mobile overtook web as the most frequently used device for trading, so that an inverse development occurred where mobile overtook web at a ratio of 4:1.

These results of total sessions being higher than unique sessions is consistent with expected trader behavior. A trader is likely to explore a new platform and its capabilities on a desk top computer and then, if they choose to continue using it, return on a mobile to execute their trades, see if their triggers were hit, check their trading P&L and account financial status. This is reflected in engagement behavior where the most common page visited is the user’s account summary and the typical duration of a visit is no longer than three minutes. A striking confirmation that mobile trading is used and sought after for its convenience.

Despite this distinct uptick in mobile trading adoption, that’s not to say that trading analytics and strategy restrictions are not an issue, but it’s a factor that only affects traders in the marketing tail. Industry experts anticipate that only a margin of two to five percent of traders will demand analytic tools that are too sophisticated to put on a mobile platform and may continue to trade exclusively on a web trader. The far majority of traders are satisfied with the analytic and strategy tools that are available on a mobile device. But even more so than this, the simple layout of a mobile trading app has its advantages as it appeals to the bulk of traders who find it is easier to use. The beginner and even intermediate trader, can become overwhelmed by the complexity of the desktop platform, where upon being inundated with options, they are deterred from further engagement.

engaged in a trading platform to have fun and make a bit of profit. At this level of trading, advanced charting available on the web has the potential to be more of a detriment than a benefit. Rather, the key is simplicity and accessibility, which is exactly what mobile trading offers. In this new age of trading, mobile adoption is a critical trend that brokers simply can’t afford to ignore.

本文翻譯由兄弟財經提供
文章來源：
https://www.leaprate.com/experts/adinah-brown/age-mobile-trading/