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September 5, 2008 In The US, Few Use Financial Comparison Sitesby Benjamin Ensor, Peter Wannemacher with Brad Strothkamp, Kate van Geldern |
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Executive Summary
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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