For eBusiness & Channel Strategy Professionals

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	January 13, 2010 How Swedish Consumers Use The Net To Research And Buy Financial Products Swedes Have Embraced The Net As A Sales Channel For Financial Products by Alexander Hesse with Benjamin Ensor, Lauriane Camus, Courtney Tincher

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Executive Summary

The Web is an important distribution channel for financial services in Sweden, which has some of the highest rates of online retail financial activity in Europe. Nearly half of Swedish consumers have researched at least one financial product online in the past year, and 22% have bought a financial product online in the past year. Net users are most likely to research mortgages and buy investment funds online. Swedish eBusiness executives should further optimize tactics like designing sites with customers' goals in mind, offering interactive help, and addressing application abandonment to increase researching and buying on their sites.

TABLE OF CONTENTS

• The Web Has Become An Important Distribution Channel For Financial Products
• Attitudes And Experience Drive Use Of The Internet

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