这是移动交易的时代

近年来，虽然移动端的应用量急剧上涨，但移动交易仍处于落后状态。在电子商务和娱乐行业等其他互动消费领域，移动端的占比在2011年突破了50%，随后增加到70%左右。但在同一时期，移动交易的使用量仍停滞在30%附近。

准确地讲，仅有少数的经纪商的移动端使用率能够达到50%。而且只有技术导向且极易推广移动端的独特经纪商才能做到。绝大多数在线经纪商的移动端使用率都远远落后于其他行业。

人们尝试用各种理论来解释这一现象。一种推测是移动端无法提供桌面端的封闭式安全感。也有人推测是因为移动端缺少数据分析功能。移动端屏幕过小，注定无法像桌面端那样操作灵活。桌面端可以进行多屏切换，能够提供指标、注解、专家建议等丰富的交易体验。

行业专家认为，尽管有这些感受上的阻碍，移动交易最终还会走入上升趋势，使用率会逐渐趋近于其他交互式消费行业，并且比桌面端拥有更大的获利可能性。交易员们正在逐渐熟悉手机的各项功能，正在逐渐适应用手机进行交易。手机交易的魅力不可抵挡，手机的实用性、灵活性，无论是在坐电梯、乘出租车或是排队，都能体会得到。

因此，经纪商不愿意推广移动交易并非出于技术原因。以 Leverate的经验来看，金融交易领域的客户有移动端的需求，但经纪商却没有能力或预算来提供。如果同时推广移动平台的桌面端平台，经纪商的支出会显著增加，甚至无需考虑投资回报率。对于中小型经纪商来说，额外增加新兴的移动交易平台会瓜分掉大量的资源。

越来越多的交易者意识到可以在移动端进行交易，他们有自由挑选同时拥有两种平台的经纪商，这类技术先进的经纪商可以为交易者提供梦寐以求便利和乐趣。

虽然移动交易处于上升状态，但交易分析和策略限制仍是问题。行业专家预测，仅有2%-5%的交易员需要利用复杂的分析功能，如果在移动端无法实现，他们可以在桌面端进行操作。移动端的基本策略、分析工具足以满足绝大部分交易者的需求。正因为如此，大多数交易者都认为移动端操作方便。交易新手甚至是有些经验的交易员都会被复杂的桌面交易系统搞得晕头转向。

大多数交易者尝试交易平台都是为了找点乐子，赚点小钱。对于这一层级的交易，桌面版的高级图表是弊大于利的。因此，移动交易平台的关键是简单、方便。在这个交易的新时代，移动端是经纪商们不容忽视的重要趋势。

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.

本文翻译由兄弟财经提供
文章来源：
https://www.leaprate.com/experts/adinah-brown/age-mobile-trading/