For eBusiness & Channel Strategy Professionals

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	February 24, 2010 How Italian Consumers Use The Net To Research And Buy Financial Products Few Italians Have Embraced The Net To Research And Buy Financial Products by Alexander Hesse with Benjamin Ensor, Andrea Carini, Courtney Tincher	Average: 10  (1 rating)

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Executive Summary

The Internet's 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 eBusiness executives should promote the Internet more extensively, design sites with customers' goals in mind, and offer interactive help.

TABLE OF CONTENTS

• The Web's Role As A Distribution Channel For Financial Products Is Limited
• Attitudes And Experience Drive Use Of The Internet

RECOMMENDATIONS

• Limit The Barriers To Using The Web As A Research And Purchase Channel
• Supplemental Material
• Related Research Documents

This is an excerpt

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