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	February 3, 2010 Understanding First-Time Financial Product Online Applicants Most First-Timers Will Apply Online Again For Their Next Financial Product by Brad Strothkamp with Carrie Johnson, Courtney Tincher, Peter Wannemacher

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Executive Summary

Forty percent of online US adults who applied online for a financial product in the past 12 months did so for the first time. These first-timers decided to take the plunge, driven mainly by the convenience of the online channel, and their experience was such that the majority would do it again.

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