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 home improvement
  • Purchase airline tickets & hotel reservations online
  • Attend fine arts and sports events
  • Scuba dive and ski

Finance:

  • Read magazines such as Fortune and SmartMoney
  • Monitor investments/stocks online
  • Purchase finance/tax software for home
  • Plan to change their credit card, insurance or investment vendor in the next 6 months

Health:

  • Purchase vitamins/supplements online
  • Read magazines such as Men's Health, Prevention and Shape
  • Shop for diet/fitness products online

Convenience:

  • Shop for a new car online
  • Shop for groceries online
  • Shop online for computers (for home & business)

Source: Nielsen @Plan, Q4 2011. All listed psychographics indexed at 140 or higher.

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