Why Read This
Few Polish consumers turn to the Web to research or buy financial products — but their numbers are growing fast. In Q2 2005, 7% of Polish adults had researched and only 1% had bought a financial product online; these proportions grew to 10% and 2%, respectively, in Q2 2009. Polish Net users who research and buy financial products online tend to be better educated and have higher incomes and household assets than the average Net user. Car insurance, current accounts, and savings accounts are the most popular products. To encourage researching and buying on their Web sites, Polish eBusiness executives should use other channels to promote the Internet more extensively, design sites with customers' goals in mind, and follow up with customers who abandon online applications.