1 in 5 UK Web Users Seeks Online Financial Advice

November 5, 2010

Nearly 10 million UK internet users turned to the web for financial advice in September 2010, according to comScore Ad Metrix data.

22% of UK Internet Audience Gets Financial Advice

About 9.9 million UK internet users sought online financial advice in September 2010. This figure represents roughly 22% of the total monthly audience of 43.3 million visitors. Visitors spent an average of 15 minutes on sites in the category during the month, or less than 1% of the average 1,856 monthly online minutes spent by UK internet users.

Moneysupermarket.com Financial Group Gets Most Visitors

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 nine 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.

However, 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 10.

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Adaptive Affinity Heaviest Financial Online Display Advertisers

Adaptive Affinity Limited was the heaviest UK online display advertiser in the finance category in September 2010, with nearly 382 million display ad impressions that reached more than 57% of the 41.8 million unique internet users who were exposed to online display ads in the UK in September. Virtually 100% of campaigns from Adaptive Affinity were for QuickCreditScore.co.uk.

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Media Ingenuity Ltd., which owns and operates TotallyMoney.com, ranked second with 381 million impressions. Aviva Plc 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 10 heaviest advertisers. American Express (Finance) ranked fourth with 294 million impressions reaching 24 million unique visitors.

Virgin Leading Q3 UK Display Advertisers

Virgin led the UK display ad market with about 4.3 billion display ad impressions in Q3 2010, representing 2% market share, according to other recent comScore data.

Competition was close among the next three display ad brand market share leaders. Telefonica Europe captured second place with about 2.9 billion impressions (1.3%), closely followed by British Sky Broadcasting Group with 2.6 billion impressions (1.2%) and BT Group with 2.3 billion impressions (1%).

Media Ingenuity trailed in fifth place with about 1.4 billion impressions (0.6%).

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