NU Online News Service, Feb. 12, 3:40 p.m. – U.S. consumers seeking personal finance products and services flocked to the Internet in record numbers last year to discover what is available, compare rates and make brand decisions, according to the Dieringer Research Group, a Milwaukee marketing information and consulting company.
However, most of these financial service shoppers applied for services offline rather than online, the company says.
The company drew its conclusions from a survey comparing the online and offline behaviors of 4,000 U.S. adults.
The 2002 version of the American Interactive Consumer Survey found that some 58.7 million Americans relied on the Internet to learn about personal finance products and services last year. Of this total, 63%, or 36.8 million, followed up by applying offline for loans, credit cards, and insurance or investment products, compared to only 21.8 million who applied for similar products online.