Early Adopters of Finance in a Web 2.0 World

Consumers are bringing their lives online with Web 2.0 technologies, such as social networking, blogging, and sharing and watching video and photos online –- not to mention their finance. Who are the early adopters? What are their demographics and how do these heavy users differ from those who use them rarely or not at all? comScore gives insight to improve marketing and service offerings.

Heavy users of Web 2.0 technologies display very different characteristics than those who never or rarely do. Heavy visitors to online banking sites, for example, spend nearly 3 times more time than light visitors, and visit nearly 9 times as many times per month. These heavy users are 134% more likely to be found on car rental sites than the average internet user.

Heavy users also spend a disproportional amount of time and consume more content than light users. Heavy financial information site visitors view 85 percent more pages on lottery/sweepstakes sites than the average internet user.

How have consumers adopted finance online? What technologies and what processes are they most comfortable with? comScore will share insight and benchmarks.

By observing our online panel of 2 million consumers, comScore will investigate what role finance has in the behaviors of consumers and what the characteristics are of early adopters: their online purchasing behavior, Web surfing patterns and usage, and how heavy users behave differently than light users.