La recherche sur internet pour mieux investir

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Deutsche Bank, en collaboration avec le cabinet de conseil Gfk et Google, a lancé une analyse sur la démarche de recherche des clients de banques allemandes.

Internet a révolutionné le monde de l’information depuis une dizaine d’années. Pour les clients bancaires, cette masse d’information représente un outil de recherche dorénavant indispensable, mais la manière de l’utiliser  diffère  encore nettement. Ce rapport met ainsi par exemple en évidence que seul 10% des personnes font de la recherche et achète en ligne :

L’étude complète de 32 pages est en libre accès à  l’adresse ci-dessous.

The internet is of fundamental importance when researching financial topics. Over 60% of internet users visit websites dealing with financial topics; 20% submit search queries concerning financial matters. The majority of German bank customers thus use online research as an element of their financial decision-making process. Customers can use the internet to study information at their leisure, compare the conditions offered by competing providers, read background reports and follow current developments.

ROPO effect: customers combine online research with an offline purchase. Many customers value their bricks-and-mortar branch for the personal service they receive and the opportunity to validate their opinions during an appointment with their advisor. Our analysis shows however that already the majority of offline purchases are preceded by an online research process. This ROPO effect (research online / purchase offline) applies to 48.6% of new contracts. Pure online sales (10.8%) thus significantly understate the importance of the internet.

via Majority of bank customers in Germany do research online Findings of a clickstream analysis (Cache – Deutsche Bank – research online)

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