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

The Internet's role as a distribution channel for financial products is growing in Spain — but from a low base. In Q2 2007, 14% of Spanish adults researched and 3% bought a financial product online; these numbers have grown to 20% and 5%, respectively, in Q2 2009. Spanish Net users are most likely to research car insurance online, although only 14% do so. Simple and familiar products are best suited for online distribution, and self-directed, confident, and experienced Spanish Net users are the most likely to research and buy online. To encourage researching and buying on their Web sites, Spanish eBusiness executives should promote the Internet more extensively, design sites with customers' goals in mind, offer interactive help, and follow up with customers who abandon online applications.