A recent study by BrokerChooser sheds light on the most frequently asked investment questions, revealing common areas of confusion among individuals seeking to make smarter financial decisions. With financial literacy lacking for millions of UK adults, this research highlights the increasing interest in stock market investments and the struggle to understand basic investment metrics.
The world of investing continues to perplex millions, with financial literacy levels among UK adults showing significant gaps. A report from BrokerChooser highlights that 23.3 million UK adults are losing an average of £20,000 each due to a lack of financial knowledge, as they face challenges navigating the stock market.
Among the most commonly searched investment-related queries, many individuals seek clarity on fundamental concepts such as return on investment (ROI), the best long-term investment strategies, and how to calculate profits. With the growing number of searches for “how to invest in the stock market for beginners,” it is evident that the public is eager to engage with personal finance but lacks the necessary understanding to take action confidently.
This study, which analyses global search trends, provides a valuable resource for understanding what aspects of investing are causing the most confusion. With expert commentary from Adam Nasli, Head Analyst at BrokerChooser, the research addresses these key questions and offers insights to help individuals navigate the complexities of financial decision-making.
The most googled investment questions
BrokerChooser’s latest findings reveal a significant shift in public interest towards understanding investment basics. The following table outlines the most searched investing questions in 2025, highlighting the areas where people seek clarity and understanding:
| Rank | Investment Question | Average Monthly Search Volumes |
|---|---|---|
| 1 | Why is the stock market down today? | 82,700 |
| 2 | How to calculate return on investment? | 42,150 |
| 3 | What is the best way to invest money? | 37,550 |
| 4 | What is the best long-term investment? | 26,700 |
| 5 | What to invest in right now? | 20,800 |
| 6 | What is passive investing? | 13,000 |
| 7 | How to diversify investments/portfolio? | 11,500 |
| 8 | Is now a good time to invest? | 10,200 |
| 9 | How to pick the best stocks? | 10,100 |
| 10 | What is a pip in forex? | 9,200 |
Why is the Stock Market Down Today?
Topping the list with 82,700 monthly searches, individuals are seeking answers to why the stock market often experiences daily fluctuations. According to Adam Nasli, Head Analyst at BrokerChooser, the stock market is influenced by various factors such as global events, investor sentiment, and economic data. These fluctuations are natural and part of the market’s overall behaviour. For investors, it is important to remain focused on long-term strategies and avoid emotional reactions to daily market changes. Understanding the reasons behind market dips can help investors make informed decisions and avoid impulsive actions based on news cycles.
How to Calculate Return on Investment (ROI)
With 42,150 searches, ROI remains a crucial metric for investors to gauge the profitability of their investments. The calculation itself is straightforward: ROI = (Net Investment Gain / Cost of Investment) x 100. However, while this formula provides valuable insight into returns, it does not account for time, risk, or inflation. For a more accurate assessment, investors should also consider alternative metrics like Compound Annual Growth Rate (CAGR) or risk-adjusted returns, such as the Sharpe Ratio, to get a more holistic view of investment performance.
What is the Best Way to Invest Money?
Asking this question 37,550 times per month, many individuals are curious about the safest and most profitable ways to start investing. Adam Nasli suggests that for beginners, the best approach is to diversify by investing in low-cost index funds or ETFs. These provide broad market exposure while minimising risk. More experienced investors might look into individual stocks, thematic ETFs, or alternative assets. Ultimately, Nasli emphasises that the best investment strategy is one that aligns with an individual’s risk tolerance, goals, and financial knowledge.
What is the Best Long-Term Investment?
With 26,700 searches, many investors are focused on securing steady long-term returns. The S&P 500 is frequently cited as one of the most reliable long-term investments. Over the past several decades, it has consistently delivered average annual returns of around 10%, making it a popular choice for those looking to invest for the long haul. For example, investing $1,000 in the S&P 500 at the age of 35 could potentially grow to over $500,000 by the time an individual reaches 65, assuming a 10% annual return.
How to Diversify a Portfolio?
An essential strategy to reduce risk, diversification is an important question for many investors, with 11,500 monthly searches. By spreading investments across different asset classes—such as stocks, bonds, and real estate—investors can avoid putting all their financial eggs in one basket. This not only helps reduce risk but also ensures that poor performance in one sector does not negatively impact the overall portfolio.
What is a Pip in Forex?
With 9,200 monthly searches, understanding the basic concept of a pip in forex is vital for traders. A “pip” refers to the smallest price movement in the forex market and is typically measured to four decimal places (0.0001) for most currency pairs. It plays a crucial role in forex trading by helping investors calculate profits or losses on their trades. Lower pip spreads are typically associated with lower trading costs, which is especially important for frequent traders.
Navigating the Complexities of Investing
Investing is undoubtedly a complex journey, especially for beginners. However, as BrokerChooser’s research shows, there is a clear demand for more accessible information to help people understand the basics of financial markets and investing strategies. With the most googled questions offering a glimpse into the public’s confusion, it’s crucial for financial experts and educational resources to step in and provide simple, effective guidance.
The study also highlights the pressing need for financial literacy programs to ensure that individuals don’t miss out on the potential of investment opportunities simply due to a lack of knowledge. As the world of finance continues to evolve, staying informed about investment strategies, market trends, and key financial metrics will be vital to making sound decisions and securing long-term financial success.
Pallavi Singal is the Vice President of Content at ztudium, where she leads innovative content strategies and oversees the development of high-impact editorial initiatives. With a strong background in digital media and a passion for storytelling, Pallavi plays a pivotal role in scaling the content operations for ztudium’s platforms, including Businessabc, Citiesabc, and IntelligentHQ, Wisdomia.ai, MStores, and many others. Her expertise spans content creation, SEO, and digital marketing, driving engagement and growth across multiple channels. Pallavi’s work is characterised by a keen insight into emerging trends in business, technologies like AI, blockchain, metaverse and others, and society, making her a trusted voice in the industry.
