As we invest more in a digital way of life, we wanted to see how technology actually affects how we invest our money. Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found that consumers research for two weeks or longer seeking an average of 8.9 sources of information.

Published
April 2011
Topics

How is investment account activation changing in a digitally powered world? What role do new media like social & mobile in driving consumers to open new investment accounts? How effective are traditional ads at changing actual purchasing? Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found:

  • While the majority research their decision for 2 weeks or longer, almost one-quarter of shoppers began researching their investment a day or less before completing their transaction.
  • While shoppers are using a wide array of sources, ZMOT is the most dominant at 94% of investment shoppers engaging in ZMOT.
  • Investment shoppers used on average 8.9 sources of information to help them make their purchase decision.

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