Nearly 10 million internet users turned to the web for financial advice, spending an average of 15 minutes on sites in the category during the month, according to new research.
Data from the comScore Ad Metrix service revealed that Adaptive Affinity ranked as the top online display advertiser amongst financial companies, reaching nearly 58 percent of the total UK online audience in September 2010, by promoting its site Quickcreditscore.co.uk.
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In the September 2010 ranking of UK Financial Information/Advice Sites, Moneysupermarket.com Financial Group ranked first with 3.7 million unique visitors and an average of nearly 9 minutes per user during the month.
BGL Group, an insurance broker that operates Comparethemarket.com, claimed second place with 1.2 million visitors, followed by Confused.com with 1.1 million users.
Confused.com users spent on average 12.9 minutes on the site during the month, more than users spent on any other site in the top ten.
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs.
Top Finance Display Advertisers Reach More Than Half of UK Internet Users
Adaptive Affinity Limited was the heaviest online display advertiser in the Finance category in September 2010 with nearly 382 million display ad impressions, and reaching more than 57 percent of the 41.8 million unique internet users who were exposed to online display ads in the UK in September.
Virtually 100 percent of campaigns from Adaptive Affinity were for QuickCreditScore.co.uk.
Media Ingenuity Ltd., which owns and operates TotallyMoney.com, ranked second with 381 million impressions.
Aviva held the third position with 334 million display ad impressions and reached almost 25 million unique visitors, a higher reach than any other advertiser in the top ten heaviest advertisers.
American Express (Finance) ranked fourth with 294 million impressions reaching 24 million unique visitors.
“The current economic situation in the UK is encouraging consumers to look to the internet for financial advice and information,” said Mike Read, SVP and Managing Director, comScore Europe. “The online channel has reduced the friction for the average consumer to seek financial advice, bringing more potential customers into the market, which presents excellent opportunities for marketers in the banking and financial sector to reach their target audiences.”
www.comscore.com
