Reading the Web Leads Consumers to Switch Firms

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E-business research firm Cyber Dialogue this week survey results that show consumers have been switching financial companies in large numbers because of what they've learned online.

The report said the opinions of 10.3 million Americans' changed about a financial services after reading company-specific or industry information on the Internet. One in four of those people, 3.1 million customers, switched to a new financial institution as a result of their findings.

More than 16 percent interviewed about insurance, banking or investing experienced a change of opinion about industry providers after viewing content on the Web. The results are part of an ongoing study about Internet branding by the New York-based company.

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