Financial Buyers Want Information Online

Share this content:
Financial marketers take notice: consumers of financial products and services are predisposed to using search and boast an attractive demographic profile, according to a new report from interactive marketing agency iCrossing, New York.

After surveying consumers in February through Harris Interactive, iCrossing found that two-thirds of searchers for financial products and services have an annual household income of $50,000 a year or more and have high credit scores, are well educated, and they want to apply for financial products and services online.

"The audience is very attractive and is predisposed to using search to apply for financial products," said Noah Elkin, vice president of communications for iCrossing.

Twenty-four percent of people surveyed said they use search engines to conduct research about and "shop" for financial products and services.

In addition, 72 percent of online adults said they are interested in learning more about financial products, providing many cross-selling opportunities for financial services marketers.

For example, 60 percent of those who searched for brokerage accounts online also expressed interest in online trading accounts, 39 percent said they were interested in insurance services and 39 percent said they were interested in retirement accounts.

"For financial marketers, they tend to sell more than one financial product. They will be interested in ways they can reach a single consumer with more than one product," Elkin said.

Demographic features of the typical consumer searching for financial services are: most are 35 years and older, 54 percent are men and 55 percent know the difference between sponsored and natural search results, iCrossing found.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above