For marketers reaching out to savvy investors, the Internet is drawing more attention. Though the third annual Nationwide Financial High Income Survey, summarized by CyberAtlas, "reflects that the
relationship between advisor and client is irreplaceable and most valuable, the Internet is significantly growing in popularity with high-income clients as a tool for education and information," said
Michael Butler, senior vice president of Nationwide Financial Distributors, Inc. "They clearly rely upon it as a supplement to their in-person financial advisor."
And, according to
Nielsen//NetRatings, more than six million surfers, or nearly eight percent of the active Internet population, visited a financial news site during the week ending July 28, jumping 22 percent from
the week prior. Business Week drew 253,000 Web surfers, surging 68 percent in traffic while Forbes jumped 45 percent, attracting 269,000 visitors.
Traffic to Bloomberg.com grew 32 percent to
231,000 Web surfers while Smartmoney surged 30 percent to 332,000. MSN Money, meanwhile, jumped 26 percent in traffic to nearly 2.3 million visitors. Traffic to online stock trading Web sites also
surged, growing six percent week-over-week to 2.1 million Web surfers. Traffic to TD Waterhouse jumped 28 percent to 215,000 visitors. Charles Schwab and Merrill Lynch each grew 15 percent in traffic,
drawing 411,000 and 196,000 Web surfers, respectively. Ameritrade, Datek and E Trade each posted a 12 percent audience gain, as Ameritrade captured 284,000 visitors while E Trade and Datek drew
390,000 and 185,000 Web surfers, respectively.
"Consumers are turning to the Web to keep a close watch on the stock market as recent volatility sent the market to lower levels," said Patrick
Thomas, Internet analyst, Nielsen//NetRatings
The Nationwide study includes information that shows that high-income professionals use the web for a variety of financial planning activities. The
survey, conducted by Mathew Greenwald & Associates, Inc, polled 500 people with annual household incomes greater than $150,000 per year. Respondents were younger than age 60 and were either engaged in
financial planning or intending to be involved in it in the near future.
| 2001 | 2002 |
| Researching specific investments | 74% | 81% |
| Opening
investment or brokerage account | 34% | 38% |
| Performing stock or other investment trades | 45% | 46% |
| Purchasing an insurance product | 6% | 9% |
| Using a financial planning site to estimate financial planning needs | 23% | 28% |
| Communicating with financial
advisor | 20% | 24% |
| Tracking investment portfolio | 55% | 54% |
| Doing general research on financial planning, Retirement and estate planning | 53% | 51% |
Source: Nationwide Financial Services, Inc.
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