Search engines are emerging as a stronger tool in facilitating the sale of financial products such as home loans, personal loans, credit cards, investments, insurance policies.
A Google India research claims over seven in ten purchasers in each category use the search engines as either a primary source or gateway to another source making it an indispensable tool in the purchase-decision process. Some of the popular search engines include Google, Yahoo and MSN.
Parminder Singh, Business Head, Google India said, “Internet is emerging as an indispensable part of research and purchase of products and services in India. Any kind of above the line campaigns are only driving more users to the internet making a case for businesses to ensure high visibility on the internet with relevant information and monitor the consumer response
at every step of the purchasing process to complete the loop.”
The respondents also revealed that traditional media ads and news are also effective in prompting purchasers to go to a search engine to look for more information. With television and print ads (newspapers and brochures) being more successful in prompting search engine use and eventual product purchases. 84 per cent of the total 1004 respondents, aged 18 plus surveyed said they use search engines as a primary source to research financial products compared to any other medium or type of internet sites. Nine of the top 15 sources overall are Internet-based, claims the research.