Save or Share this Report

For eBusiness & Channel Strategy Professionals

Why Americans Research Financial Products Online But Buy Through Other Channels

Channel Switching Is Driven Largely By Security And Support Issues

September 22, 2009


Why Read This Report

Many US customers use multiple channels when buying financial services products, crossing channels during their path to purchase. Among online adults, 41% of financial product applicants research online but buy offline. Security and a need for hand-holding top the list of reasons for this channel switching. Given that many customers are moving from one channel to another during the buying process, eBusiness and channel strategists need to make sure that channel transitions are as smooth as possible or risk watching prospective customers fall through the cracks — or into the arms of competitors.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Recommended Research