Only 5 per cent of mass affluent investors ($100,000-$1 million investable assets) who use online brokerage receive their primary investment advice from financial advisors, about half the figure for mass retail ($100,000 and under) and high net worth ($1 million-$10 million) consumers. These findings are from a new Impact Note from financial services research and advisory company Aite Group, which asserts that although the mass affluent market appeals to retail brokerages, their primary offerings may not directly target that population. In general, brokerages emphasise relationships with financial advisors to be a core competency; however, only 5 per cent of the mass-affluent market rely on financial advisors for their primary investment advice when they are active users of online brokerage tools. Instead, they are likely to value robust online stock and fund screening tools and online research. Adam Honoré, senior analyst at Aite Group, said: "While brokerage firms move the customer sweet spot from HNW investors to a more-target-rich market of mass-affluent investors, many would do well to note this is not a single bucket of individuals. Those in the demographic who leverage online capabilities are demanding customers. They are younger than their high-net-worth peers and much more self-help oriented in their investing style. For that reason, firms ignoring their online capabilities in favor of pretty statements and branches in the best markets may find themselves playing catch-up to the firms who continue to innovate their online offering."