Centro de Documentacion de Fundación MAPFRE - How Italian consumers use the Net to research and buy financial products : the web's role as a distribution channel is limited but growing

MAP20100013014

How Italian consumers use the Net to research and buy financial products : the web's role as a distribution channel is limited but growing / by Alexander Hesse... [et al.]. — Cambridge : Forrester Research, 2010

(For eBusiness & channel strategy professionals)

Sumario: The Internets role as a distribution channel for financial products is small and growing slowly in Italy. In Q2 2008, only 10% of Italian adults researched and 3% bought a financial product online. These numbers have grown to 11% and 4% in Q2 2009, respectively. Italian Net users are most likely to research car insurance online, although only 11% do so. Simple and familiar products are best suited for online distribution. Italian online researchers and buyers tend to be educated men with high incomes who are self-directed, confident, and experienced Net users. To encourage researching and buying on their Web sites, Italian Business executives should promote the Internet more extensively, design sites with customers goals in mind, and offer interactive help

1. Productos financieros . 2. Investigación de mercados . 3. Canales de distribución . 4. Internet . 5. Análisis comparativo . 6. Ventas . 7. Comportamiento del consumidor . 8. Comercio electrónico . 9. Italia . I. Hesse, Alexander . II. Forrester . III. For eBusiness & channel strategy professionals . IV. Título.