September 5, 2008

In The US, Few Use Financial Comparison Sites

This is the third document in the "Financial Comparison Sites" series.

by Benjamin Ensor, Peter Wannemacher

with Brad Strothkamp, Kate van Geldern

Executive Summary (This is a document excerpt)

More than 9 million US adults have used a comparison Web site to research a financial product, and one-third of US online financial researchers say they trust product comparison sites. US online adults who use and trust comparison sites are wealthy, Web-savvy, and prone to buying financial products.

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