Information Highway Research

According to research from CGA Direct, the household insurance broker, the information highway is heralding a revolution in the way financial products are designed and sold.

Research was conducted among 500 homeowners into the way they buy insurance; 44% said that they would consider buying financial products as a result of direct response advertising on television, and almost half of them, 20% of the total sample, had already done so.

TV shopping channels also seem to be having an effect; over half, 56%, were aware that TV shopping is now available, although only 1% had actually used the service. 1 in 5 said they would consider using the service to buy financial products.

CGA see TV shopping as an interim stage between direct response TV advertising and fully-developed interactive TV advertising, where consumers will be able to ask detailed questions about products and “As far as advertising goes, it will not be too long before we have the ability to offer specific services to specific households via the cable networks”.

CGA Direct: 0403 271218