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Consumers Still Prefer Branch for Applying, Buying

Consumers seeking to acquire financial services products online expect security, efficiency and a fast answer when they use that most cost-efficient of channels, according to Forrester Research. Meanwhile, results from the think firm's sweeping Consumer Technographics North American Survey show work remains to be done to move business to that...

By Staff Writer | Updated on January 16, 2007

CAMBRIDGE, Mass. — Consumers seeking to acquire financial services products online expect security, efficiency and a fast answer when they use that most cost-efficient of channels, according to Forrester Research. Meanwhile, results from the think firm’s sweeping Consumer Technographics North American Survey show work remains to be done to move business to that channel: More buyers of financial services products reported a smooth transaction at the branch than online.

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