US STOCKS-Wall St flat as broker upgrades offset jobs data

* U.S. unemployment highest in more than 26 years

* GE shares rise after upgrade

* Dow & S&P 500 down 0.1 pct, Nasdaq up 0.01 pct

* For up-to-the-minute market news, click [STXNEWS/US] (Updates to late morning, changes byline)

By Angela Moon

NEW YORK, Nov 6 (Reuters) - U.S. stocks were little changed in choppy trading on Friday as brokerage upgrades offset data showing the unemployment rate soared to 10.2 percent last month, its highest in more than 26 years.

General Electric Co (GE.N), which jumped 5.5 percent to $15.24 after a brokerage upgrade, and helped lead the industrial sector higher. The S&P industrials .GSPI gained 0.9 percent.

The market fell at the open and briefly turned positive after a closer look at the report showed payroll losses continued to decline and job losses for earlier months were revised lower. For details see [ID:nN06178752] and [ID:nN06177960].

"The headline numbers look terrible, but for traders and investors looking for trends, a closer look at the report shows that there is a trend of slowed job losses," said Randy Frederick, director of trading and derivatives at Charles Schwab & Co, Inc.

The Dow Jones industrial average .DJI was down 4.91 points, or 0.05 percent, at 10,001.05. The Standard & Poor's 500 Index .SPX was down 1.07 points, or 0.10 percent, at 1,065.56. The Nasdaq Composite Index .IXIC was up 0.24 points, or 0.01 percent, at 2,105.56.

Goldman Sachs upgraded insurers Travelers Cos Inc (TRV.N) and XL Capital (X.N) to "buy" from "neutral".

"Both Travelers and XL are leading the insurance space. Larger implications are definitely there for GE," said Justin Wiggs, position trader in insurance stocks at Stifel Nicolaus Capital Markets in Baltimore. He said the upgrades were keeping the market balanced.

Bernstein Research raised its rating on GE, the largest U.S. conglomerate, to "outperform." [ID:nN06538139].

Amazon.com Inc (AMZN.O) was up 4.2 percent to $122.64 after Bernstein upgraded the stock. The S&P retailer index .RLX rose 1.1 percent.

Bailed-out insurer American International Group Inc (AIG.N) dropped 9.3 percent to $35.65 after it said its main insurance business remained weak. [ID:nN06174086] (Additional reporting by Rodrigo Campos; Editing by Kenneth Barry)