
	Demographics Overview



	Self-Directed Audience



	Audience Personas



	Audience Profile By Segment: Lending Banking Insurance

Audience

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

	Shop online for home improvement products
	Do own home repairs/renovations
	Purchase finance/tax software for home

Finance

	Subscribe to financial magazines such as Money and Fortune
	Watch financial TV programs
	Read Wall Street Journal and New York Times

Health

	Purchase vitamins/supplements online
	Read health & fitness magazines such as Men's Health and Muscle & Fitness
	Shop for diet/fitness products online

Convenience

	Shop for cars online
	Shop for groceries online
	Rent cars and book flights online
	Bank online

Source: Nielsen//Netratings @Plan, Fall 2009. All listed psychographics indexed at 140 or higher.

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