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

MAP20100004432

How Spanish 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 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

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