Online investing is popular with consumers, in part because it satisfies the needs of the majority of Americans in that it is quick, simple, and handy.

In fact, JupiterResearch, a business research group, predicts that by 2010, there will be 22 million homes engaged in internet trading, up from 17.3 million in 2005.

Consumers may find it challenging at best to navigate the always shifting online investment environment because there are so many businesses vying for a piece of that pie.

The most difficult step for many people is not making the initial stock purchase but rather researching the best (and worst) selections.

So, where should one begin?

Fortunately, the development of the Internet has given customers access to a wealth of knowledge on the good, the bad, and the horrific with just a few keystrokes. The negative? The amount of information available to users can be so overwhelming that researching stocks can be difficult.

By making it simpler for consumers to receive exactly the news and stock notifications they want, one firm aids online investors.

The Fort Lauderdale, Florida-based company Centale Inc. (OTC BB: CNTL) is developing "Market Fragger," a keyword-programmable "real time" comprehensive news and stock alert application. First to offer this service will be Forbes.com.

By entering their own search parameters, users will be able to tailor financial news. On both a PC and a Macintosh, the investor receives the results of the search right on their desktop. Moreover, Centale intends to make a wireless application version available.

The investor may be able to spend more time making wise investment selections and less time looking for information with this skill.

An estimated 8 to 10 million people visit Forbes.com each month.

Computerized trading can undoubtedly be quicker, less expensive, and more convenient than using a traditional brokerage company, but it's crucial to weigh your alternatives to find out which is best for you and your portfolio