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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

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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.

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