A new study finds that nearly two-thirds of affluent investors who own ETFs say they purchased these products with no help from an advisor. Cogent Research surveyed 4,000 affluent investors as part of the 2010 Investor Brandscape report.

Self-directed investors are likely to stay at the forefront of adoption. Cogent found that 40% of current self-directed ETF owners say they plan to increase their use of these products, compared to just 26% of advised ETF owners who expect to do the same.

In terms of awareness, iShares is the leader among self-directed investors, however, Vanguard is viewed more favorably and also wins higher loyalty from ETF customers.

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