In The US, Few Use Financial Comparison Sites

September 5th, 2008

Peter Wannemacher Principal Analyst

Benjamin Ensor

With contributors:

Brad Strothkamp , Kate van Geldern

Summary

More than 9 million US adults have used a comparison Web site to research a financial product, and one-third of US online financial researchers say they trust product comparison sites. US online adults who use and trust comparison sites are wealthy, Web-savvy, and prone to buying financial products.

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