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For eBusiness & Channel Strategy Professionals

How US Consumers Research And Buy Investment Products

Purchasers Have Often Researched Through A Different Channel

February 28, 2011


  • By Bill Doyle,
  • Molly Simpson
  • with Zia Daniell Wigder,
  • Elizabeth Stark,
  • Beth Hoffman

Why Read This Report

Over the past year, 7% of US online adults have purchased an investment product. While the online channel is the most popular channel for researching, the in-person channel is the most popular for opening accounts. Gender and age factor into customers' channel choices. eBusiness executives should find ways, such as online chat and application prefill, to encourage more online researchers to stay in the online channel to open their accounts.

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