Trends Report

Canadian Trends In Researching And Applying For Financial Products Online

Age, Online Tenure, And Online Activity Expose Online Applicants

November 28th, 2007
Brad Strothkamp, null
Brad Strothkamp
With contributors:
Carrie Johnson , Brendan McGowan

Summary

Forrester surveyed 6,004 Canadian adults to determine the Web's sales impact in 2006. Canada has been slower than the US to embrace the Web as a sales channel, and that is reflected in the percentage of Canadian consumers who have researched and applied for financial products online. As in the US, credit cards dominate in the category of financial products sold online in Canada. Online applicants are most often found among key segments like Gen Y, longer-tenured online users, and consumers who shop online.

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