Research conducted by Netpop Research, Llc, on behalf of Google India, to understand the Internet’s role in the purchase of financial products shows that search engines have become an indispensable tool in the purchase decision process.
Also See Over half of India’s Internet users surveyed had purchased a financial product or service in the last six months (Graphics)
Eighty-four per cent of those who use search engines said they use it as a primary source to research financial products compared with any other medium or type of Internet site. The research also shows that nearly 70% reported having seen the same ad appear online and in traditional media, and around 50% said online ads were both more informative and useful than ads on television.
As a growing trend, respondents also cited user-generated content (UGC)—specifically consumer ratings/reviews, social networking sites and blogs—as an increasingly important source of information.
Online videos emerged as a new source of information, with around 40% users opting to watch videos on finance-related products/news.
Graphics by Paras Jain/Mint