Electronic trading has brought many investors away from the full-service brokerage to the online discount broker. As well, it has created a new type of investor who may never have been involved with stocks had the internet not been available. This has made the individual investor more knowledgeable, more involved and have a greater effect on the overall market than ever before. People don't like stockbrokers. Through my own experience, brokers rate about as highly as used-car salesman in terms of public perception.
Discount brokerages are far less expensive then full-service firms.
The Internet provides breaking financial news and information that was once only accessible to professionals. Insider trades, company news and other relevant information is now available at a host of locations. This also allows for quicker decisions without the necessity of going through a broker. Online trading offers the investor a chance to have direct control over their investments in a manner never before available. Simply checking your portfolio is now as simple as logging on and clicking a few buttons.