Digital Influence on Financial Services Among Multicultural Audiences

US consumers, especially those invested in the stock market, say that the internet is their top influence after word of mouth in financial service or insurance purchases.  In fact, the internet holds more sway than TV over their financial service purchase decisions.  Multicultural investors are even more influenced by digital media, saying the internet outweighs word of mouth as their primary influence in insurance and financial service purchases.  Other digital media formats also have greater influence on multicultural consumer investors’ finance purchases.

IAB conducted a custom analysis of syndicated Prosper Insight data to look at consumer and media behaviors of investors, defined as US adults 18 or over who answered the question ‘Which of the following investments do you currently have?’ with ‘Annuities’, ‘Bonds’, ‘Company . . .