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	September 4, 2008 Where Online Financial Researchers Go Online Researchers Visit Many Sites To Find The Information They Need by Alyson Clarke with Lauriane Camus, Benjamin Ensor, Vanessa Niemeyer, Ph.D., Alexander Hesse

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Executive Summary

Most European online financial researchers start at search engines and then use a variety of other sites to research their financial decisions. Portals, price comparison sites, and independent review sites are all popular among European online financial researchers. Different types of customers visit different sites when they research online. Self-Directed consumers are drawn to comparison and review sites; Validators are more likely just to visit their main bank's site.

TABLE OF CONTENTS

• More Than 70 Million Europeans Research Financial Products Online

RECOMMENDATIONS

• Financial Web Sites Must Help Online Researchers Achieve Their Goals
• Supplemental Material
• Related Research Documents

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