Trends Report

How German Consumers Use The Net To Research And Buy Financial Products

The Adoption Of Online Financial Services Is Growing Slowly In Germany

January 29th, 2010
Vanessa Niemeyer, Ph.D., null
Vanessa Niemeyer, Ph.D.
With contributors:
Benjamin Ensor , Alexander Hesse , Courtney Tincher , Lauriane Camus


The importance of the Web for researching and buying financial products is growing slowly but steadily. More than one in four German consumers researched at least one financial product online in the past year, and 11% bought a financial product online, compared with 8% in 2007. Online researchers and buyers are among the most attractive customer groups in Germany. eBusiness executives at financial services firms should keep developing their Web sites to drive online sales by simplifying applications, offering interactive help, and encouraging online researchers to complete an application in any channel.

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