Self-Directed Audience

Bankrate users are take-charge, do-it-yourselfers in all aspects of life.

Whether managing their finances or health, or enjoying leisure activities, Bankrate's users prefer to "do-it-themselves" and to leverage the convenience of the Internet to make decisions.

Leisure:

  • Spend heavily on vacation packages online
  • Attend fine arts and sports events
  • Subscribe to Bon Appetit, Golf Digest and/or National Geographic Traveler magazines
  • Enjoy skiing and/or scuba diving

Finance:

  • Read magazines such as Forbes, Kiplinger's Personal Finance, Money and SmartMoney
  • Monitor investments/stocks online
  • Purchase finance/tax software for home and work
  • Plan to change their credit card, life insurance and/or investment vendor in the next 6 months

Health:

  • Purchase vitamins/supplements online
  • Shop for diet/fitness products online
  • Read Cooking Light, Men's Health and/or Self magazines on their tablet computers

Convenience:

  • Shop for a cars online
  • Shop for groceries online
  • Shop for home electronics online
  • Pay bills online
  • Download gift certificates online
  • Watch how-to videos online

Source: Nielsen @Plan, Q4 2012. All listed psychographics indexed at 140 or higher.