Trends Report

Why Americans Research Financial Products Online But Buy Through Other Channels

Channel Switching Is Driven Largely By Security And Support Issues

September 22nd, 2009
EK
Edward Kountz
With contributors:
Benjamin Ensor , Adele Sage , Courtney Tincher

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.