the following performance graph shows the cumulative total return to a holder of the company 2019s common stock, assuming dividend reinvestment, compared with the cumulative total return, assuming dividend reinvestment, of the standard & poor ("s&p") 500 index and the dow jones us financials index during the period from december 31, 2009 through december 31, 2014..

- | 12/09 | 12/10 | 12/11 | 12/12 | 12/13 | 12/14
e*trade financial corporation | 100.00 | 90.91 | 45.23 | 50.85 | 111.59 | 137.81
s&p 500 index | 100.00 | 115.06 | 117.49 | 136.30 | 180.44 | 205.14
dow jones us financials index | 100.00 | 112.72 | 98.24 | 124.62 | 167.26 | 191.67

table of contents.

what is the price of e*trade financial corporation in 2014? 137.81

what is that less 100? 37.81

what is the change over 100?