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Internet ETF Rides Consumer Trends

Amazon has also created a new market for online books through its Kindle reader. Consumers who use the Kindle can pay less for the same books and the company reported that sales of digital books surpassed those of hardcover books for the first time in the previous three months.

Netflix, also benefiting from shifting consumer trends, has created a new market with flat-rate pricing for movie rentals, and has recently taken it a step further by offering movie streams online. Netflix-ready TVs and devices allow customers to easily stream movies to their living room. gSome consumers have also decided that Netflix's monthly cost is lower than their cable bill, and with lots of TV shows available in the company's library, have substituted one for the other.

The consumer discretionary ETFs not only have exposure to discount retailers and online consumer discretionary companies but also cover the broader retail industry. This has been a hindrance for XRT and FXD as consumers have not returned to their pre-recession consumption patterns.

For FDN, however, the story is different. The fund holds 7% of assets in Amazon and 3% in Netflix. It also has 5% in eBay (EBAY) and almost 3% in Expedia (EXPE). The latter firm reports earnings next week and it will be interesting to see how their outlook differs from Marriott on leisure travelers.

Besides holding Internet consumer discretionary companies, FDN also holds the backbone and service companies of the Internet, such as Juniper Networks (JNPR), Akamai (AKAM) and Verisign (VRSN). As business spending picks up first, these companies are likely to see improvement as well.

-- Written by Don Dion in Williamstown, Mass.
At the time of publication, Dion Money Management was long First Trust Dow Jones Internet .

Don Dion is president and founder of Dion Money Management, a fee-based investment advisory firm to affluent individuals, families and nonprofit organizations, where he is responsible for setting investment policy, creating custom portfolios and overseeing the performance of client accounts. Founded in 1996 and based in Williamstown, Mass., Dion Money Management manages assets for clients in 49 states and 11 countries. Dion is a licensed attorney in Massachusetts and Maine and has more than 25 years' experience working in the financial markets, having founded and run two publicly traded companies before establishing Dion Money Management.

Dion also is publisher of the Fidelity Independent Adviser family of newsletters, which provides to a broad range of investors his commentary on the financial markets, with a specific emphasis on mutual funds and exchange-traded funds. With more than 100,000 subscribers in the U.S. and 29 other countries, Fidelity Independent Adviser publishes six monthly newsletters and three weekly newsletters. Its flagship publication, Fidelity Independent Adviser, has been published monthly for 11 years and reaches 40,000 subscribers.
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