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	January 29, 2010 How German Consumers Use The Net To Research And Buy Financial Products The Adoption Of Online Financial Services Is Growing Slowly In Germany by Vanessa Niemeyer, Ph.D. with Benjamin Ensor, Alexander Hesse, Lauriane Camus, Courtney Tincher

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Executive Summary

The importance of the Web for researching and buying financial products is growing slowly but steadily. More than one in four German consumers researched at least one financial product online in the past year, and 11% bought a financial product online, compared with 8% in 2007. Online researchers and buyers are among the most attractive customer groups in Germany. eBusiness executives at financial services firms should keep developing their Web sites to drive online sales by simplifying applications, offering interactive help, and encouraging online researchers to complete an application in any channel.

TABLE OF CONTENTS

• Online Researchers And Buyers Are A Small But Attractive Customer Group

RECOMMENDATIONS

• Apply Proven Tactics To Drive Online Research And Buying
• Supplemental Material
• Related Research Documents

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