Digital MarketingStrategiesFinance Sites the Stickiest Online

Finance Sites the Stickiest Online

More than 44 percent of the active Web population visited a finance Web site in January 2002, according to Nielsen//NetRatings, and the sites proved to be the most sticky on the Web.

More than 44 percent of the active Web population visited a finance Web site in January 2002, according to Nielsen//NetRatings, and the sites proved to be the most sticky on the Web.

Finance sites attracted nearly 51.6 million unique visitors in January. On average, surfers spent more than 21 minutes browsing finance and investment sites, with males comprising 53 percent of the total audience while females attracted 47 percent.

“Financial Web sites outscore every other category in depth of usage, including the popular search engines, portals and online communities,” said Patrick Thomas, senior analyst at NetRatings. “Financial Web sites attract serious and engaged consumers who go beyond casual Internet activity, logging more than 21 minutes of online activity per surfer in January.”

Financial Web sites with transactional capabilities, such as online trading and banking sites, led the way as the stickiest finance and investment destinations, capturing the majority of surfers’ time spent online.

“We are seeing the true adoption of the Internet as a resource consumers turn to in order to move money and monitor their financial holdings,” Thomas said. “As markets have matured, new features and services such as interactive planning tools and extended online bill payment have been integrated into consumers’ lives.”

Stickiest Financial Web Sites
Jan. 2002, Home & Work Users
Rank Site Time per
person

(hr:min:sec)
Unique
Audience
Reach
Percent
1. schwab.com 1:48:18 1,166 0.99%
2. datek.com 1:37:27 797 0.68%
3. etrade.com 1:22:09 1,873 1.6%
4. ameritrade.com 1:19:37 1,614 1.38%
5. csfbdirect.com 1:16:14 406 0.35%
6. wamu.com 1:09:17 798 0.68%
7. tdwaterhouse.com 1:09:17 798 0.68%
8. netbank.com 1:09:02 429 0.37%
9. nasdaq.com 1:01:57 781 0.67%
10. wachovia.com 0:59:01 416 0.35%
Source: Nielsen//NetRatings

Most Addictive Web Categories
(Jan. 2002, Home and Work Users)
Rank Category Time per
person

(hr:min:sec)
Unique
Audience
1. Finance & Investment 0:21:33 51,586
2. News & Information 0:15:47 64,822
3. Family & Lifestyles 0:14:32 45,922
4. Search Engines/
Portals & Communities
0:13:27 110,673
5. Travel 0:11:57 41,523
Source: Nielsen//NetRatings

Related Articles

Four tips to make the most of marketing attribution

Data-Driven Marketing Four tips to make the most of marketing attribution

2w Tereza Litsa
The rise of marketing attribution and the benefits for marketers

Data-Driven Marketing The rise of marketing attribution and the benefits for marketers

3m Tereza Litsa
The three reasons CPG brands can't ignore ecommerce

CPG The three reasons CPG brands can't ignore ecommerce

5m Al Roberts
How financial services CMOs should approach regulation

Digital Transformation How financial services CMOs should approach regulation

6m Al Roberts
How are traditional banks competing for customers in a digitally disrupted industry?

Finance How are traditional banks competing for customers in a digitally disrupted industry?

7m Al Roberts
5 cross-platform automation tools to improve your team's efficiency

Collaboration 5 cross-platform automation tools to improve your team's efficiency

7m Tereza Litsa
Why banks are becoming customer-centric organizations

Analyzing Customer Data Why banks are becoming customer-centric organizations

7m Al Roberts
Five tools to automate lead nurturing in sales

Ecommerce & Sales Five tools to automate lead nurturing in sales

8m Tereza Litsa