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.


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


  • 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 investment vendor in the next 6 months


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


  • 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, Q3 2014. All listed psychographics indexed at 140 or higher.