I use both of them. For things like trading stocks, they both are reasonably easy to use and have worked efficiently for me. I find Fidelity's web site to be much more logical and prefer it, hands down. I've had a few occasions to call Fidelity's CSRs and have never been disappointed. They seem to know their stuff really well. If you're at or near retirement age with a traditional IRA, Roth conversions and QCDs are significantly simpler with Fidelity.
My custodial accounts were just moved to E-Trade from Cap 1 and though I’m still getting used to their funky platform their customer service has been five stars so far.
Never a wait on the phone, English speaking helpful/knowledgeable individuals on the other end.
I was a Scottrade guy for 20+ years and was very happy. Now though I only deal with brokerage houses that allow the buying and selling of partial shares.