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1 This study is brought to you courtesy of

2 The Role of Search in Deposit Account Shopping Google/Compete U.S., 2010

3 Table of Contents 1 Purpose of Study & Methodology 2 Key Takeaways 3 Deposits Industry Trends 4 Drivers for Channel and Institution Selection 5 Impact of Search on Offline and Online Deposit Account Applications 6 Use of Search in Shopping for Deposits Accounts 7 Types of Terms Used in the Shopping Process 2

4 Background, Objectives and Methodology 3

5 Purpose of Study & Methodology Purpose of Study Quantify how consumers use search when shopping online for deposits accounts (e.g., savings/cd/mm /checking) Quantify the impact of online search on online and offline deposits account applications Methodology Conducted on Compete s proprietary U.S. consumer dataset Online deposit researchers are split into two mutually exclusive categories: Shoppers: View deposit account specific content but do not submit an application Applicants: Submit a deposit application during the study timeframe Application rate: Share of shoppers who apply for a deposit account For online deposit shoppers and applicants, Compete pulled a history of search query and search referral activity for the 30 days prior to last shopping/converting activity (Aug Sep 2009) Online Deposits account shoppers were surveyed (Sep-Nov) to assess their (offline and online) application patterns and preferences regarding financial institutions 4

6 Queries and Referrals Each Search generates a query Clicking a result generates a referral 5

7 Banks Included in Study Traditional banks Bank of America Capital One Chase Citibank Washington Mutual Wells Fargo Citizens Bank Schwab Bank US Bank Online only Emigrant Direct E*Trade HSBC Direct ING Direct 6

8 Key Takeaways 7

9 Key Takeaways Overall online shopper and applicant volume declined in 2009, however, share of online shoppers utilizing search, especially Google, increased Online shopping activity is important contributor to offline applications For every 10 online applicants, 6 additional online shoppers apply at a branch 12% of all online shoppers apply at a branch Deposits account shoppers who utilized search applied at a higher rate than those who did not utilize search Searchers were 1.44X more likely to apply than non-searchers, inclusive of all channels 68% of shoppers perform multiple search queries Shoppers performing multiple queries are upto 1.2X more likely to apply than shoppers performing a single search Shoppers who utilized non-branded search terms, compared to those who exclusively utilized branded search terms, were 1.4X more likely to apply 8

10 Deposits Industry Trends 9

11 Share of Search Shoppers Increased in 2009 Number of Online Shoppers (Online Shoppers in Jan Sep 2009) 10M 9M 8M 7M 6M 5M 4M 3M 2M 1M 0M 26% 24% 25% 25% 24% 22% 20% 20% 19% 19% 20% 19% 20% 22% 22% 23% 23% 23% 21% 20% 20% Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 30% 25% 20% 15% 10% 5% 0% Total Shoppers % Search Shoppers 10

12 Applicants Trended Similar to Shoppers Number of Online Applicants (Online Applicants in Jan Sep 2009) 600K 30% 500K 400K 21% 19% 20% 18% 22% 23% 22% 19% 24% 20% 22% 23% 24% 21% 23% 23% 25% 22% 21% 24% 20% 25% 20% 300K 15% 200K 10% 100K 5% 0K Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 0% Total applicants % Search Applicants 11

13 Share of Google Driven Shoppers and Applicants Rose Share of Google Driven Search Shoppers and Applicants (Search Shoppers and Applicants in Jan Sep 2009) 80% 75% 70% 65% 60% 55% 50% 45% 40% Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 % Google Shoppers/ Search Shoppers % Google Applicants/ Search Applicants 12

14 70% of Search Applicants Apply Immediately 80% 70% 60% 50% 40% 30% 20% 10% Comparison of Same Session and Lagged* Search Applicants (Search Applicants in Jan Sep 2009) 0% Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 % of same session search applicants % of lagged search applicants *Search applicants who applied within a month of performing a search 13

15 Applicants are Reducing Number of Brands in their Consideration Set Number of Banks at which Online Applicants Shopped (Average Bank websites Visited by Online Applicants in Jan Sep 2009) Average = Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Average number of banks shopped online 14

16 Drivers for Channel and Institution Selection 15

17 Many Online Shoppers Choose to Apply Offline Location of Application for Shoppers (Respondents Opening a Deposit Account) 5% 2% 9% 31% 8% 3% 3% 32% 42% 52% 85% 66% 61% 55% 45% High Yield Saving Savings CD Money Market Checking Online At a local branch Other* (Base: Applicants for High Yield = 150, Savings=140, CD=303, Money Market=149, Checking=364) *Other includes the Phone and other channels 16

18 Offline Applicants Value Personal Contact Reasons for Shoppers to Apply at a Branch (Respondents Opening a Deposits Account at a Branch) Wanted to speak in-person 43% Assured of accuracy More convenient channel 27% 29% Previously used channel Get to know local branch Not provide info online Faster Promotion on this channel 20% 19% 18% 18% 18% Unaware of online Other Did not find info online 5% 4% 7% (Base=297) 17

19 While Online Applicants Value Convenience Reasons for Shoppers to Apply Online (Respondents Opening a Deposit Account Online) More convenient Faster Could open anytime All information available Easier to comparison shop Previously used channel No need for in-person talk Did not want to travel Avoid crowds and lines Promotion on this channel Could choose non-local Assured of accuracy Other 10% 9% 18% 23% 35% 33% 33% 30% 28% 54% 53% 44% 41% (Base=410) 18

20 New Banks Sought for Additional Accounts Reason for Applicants to Open a Deposits Account (Respondents Opening a Deposits Account) 7% 9% 52% 47% 7% 10% 14% 15% 62% 57% 39% (A,B,C,D) 36% 35% (C,d,e) 34% (C,D,E) 18% 6% 13% 11% 15% 14% High Yield Saving (A) Money Market (B) Checking (C ) Savings (D) CD (E) New account Additional with different institution Closed to move to new institution Additional with same institution (Base: Applicants for High Yield = 91, Money Market = 77, Checking = 231, Savings = 108, CD = 190) Note: 95% confidence denoted by capitalized letters and 90% confidence denoted by lower case letters 19

21 Existing Relationships Vary in Importance Share of Applicants with Prior Relation with Institution (Respondents Opening Deposits Account) 20

22 Impact of Search on Offline and Online Deposit Account Applications 21

23 Online CD Shoppers Apply At a 39% Rate Application Rate* of Deposit Shoppers (Respondents Opening a Deposit Account) CD (n=642) 39% Checking (n=907) 34% High Yield (n=509) 33% Savings (n=798) 33% Money Market (n=458) 27% (Base: Online shoppers of specific deposit accounts) *Includes all application channels for example, online, branch, phone, etc. 22

24 For Every Ten Online Checking Shoppers Applying Online, Eleven Apply at a Branch Branch Application Amplification Due to Online Activities (Number of Branch Applicants for Every 10 Online Applicants, from Online Shoppers) Checking (n=907) 11 CD (n=642) 7 Savings (n=798) 6 Money Market (n=458) High Yield (n=509) 2 5 Application Amplification Effect Checking account 2.1 CD 1.7 Savings account 1.6 Money market account 1.5 High yield savings account 1.2 (Base: Online shoppers) 23

25 Use of Search Increases Application Rate Application Rate* of Deposit Shoppers (Searchers versus Non-Searchers Respondents Opening a Deposit Account) 40% 4% 38% 37% 39% 11% 11% 19% 31% 13% 37% 27% 26% 20% 19% CD Checking High Yield Savings Money Market Non Searcher Lift from Search (Base: Searchers for CD=389, Checking=591, High Yield=324, Savings=514, Money Market=292; Non-searchers for CD=254, Checking=315, High Yield=185, Savings=285, Money Market=166) *Includes all application channels for example, online, branch, phone, etc. 24

26 Use of Search in Shopping for Deposits Accounts 25

27 Searchers are 1.3X More Likely to Apply than Non-Searchers Comparison of Online Application Rate (Online Applicants in Aug - Sep 2009) 350K 300K 6.1% 7% 6% 250K 4.7% 5% 200K 4% 150K 306, ,881 3% 100K 2% 50K 1% 0K Non Searchers Searchers 0% Applicants Application Rate 26

28 Applicants are Searching Frequently Number of Deposit Search Queries (Online Applicants in Aug - Sep 2009) 10% 16% 21% 21% 32% Search Applicants Applicants Total query Volume: 1M 27

29 Frequent Searchers Apply at a Higher Rate Online Application Rates by Number of Search Queries (Online Shoppers in Aug - Sep 2009) 6.7% 6.4% 6.5% 6.0% 5.5%

30 Frequent Searchers Use Combination of Terms Branded Versus Non-Branded Search, by Number of Queries (Online Applicants in Aug - Sep 2009) Query Volume ( 000s) % 81% % 12% 60% % 11% 48% % 25% 22% % 29% 93 Branded Only Non-Branded Only Both Applicants Total query Volume: 1M 29

31 Non-Branded Term Users More Likely to Apply Share of Online Applicants by Term Type Used and Online Application Rate (Online Applicants in Aug - Sep 2009) 60% 7% 7% 8% 50% 40% 5% 7% 6% 5% 30% 4% 20% 10% 49% 19% 32% 3% 2% 1% 0% Branded Non-Branded Both 0% Applicant share (left axis) Application rate (right axis) 30

32 Branded Terms Comprise Majority of Queries Search Query by Term Type (Online Applicants in Aug - Sep 2009) Term type Example query 1% 5% 2% 5% 22% 65% Queries CDs Features Checking Savings General Branded 1 month CD CD APY CD high interest Secure banking Free debit card FDIC insured Free checking Best checking account Checking online High yield savings Savings bank rate Money market fund Bank account Bank comparison Online banking Citibank onoline banking Bank of America HSBC direct Applicants Total query Volume: 1M 31

33 Non-Branded, Paid Has High Application Rate Comparison of Online Application Rate by Search Type (Online Shoppers in Aug - Sep 2009) 9% 10% 6% 3% Branded, Organic Branded, Paid Non-Branded, Organic Non-Branded, Paid 32

34 Features Drove Highest Application Rates Online Application Rates for Online Shoppers by Referral Term Type (Online Applicants in Aug - Sep 2009) Features Paid Checking Paid Features Organic Checking Organic Savings Organic Savings Paid General Organic Generic Organic General Paid Generic Paid Branded Organic Branded Paid 0% 0% 0% 1% 1% 0% 9% 2% 9% 9% 0% 8% 2% 6% 3% 3% 16% 16% 15% 15% 20% 25% 36% 66% Application Rate Share of Referral Volume 33

35 Search is Used Throughout Shopping Process Timing of Search Referrals (Total Search Referrals of Online Applicants in Aug Sep 2009) 25% 19% 17% 17% 5% 7% 8% 12% 11% 10% 22% 9% 13% 7% 18% Within 4 weeks Within 3 weeks Within 2 weeks Within 1 week Within same session Branded Non-Branded 34

36 Key Takeaways Overall online shopper and applicant volume declined in 2009, however, share of online shoppers utilizing search, especially Google, increased Online shopping activity is important contributor to offline applications For every 10 online applicants, 6 additional online shoppers apply at a branch 12% of all online shoppers apply at a branch Deposits account shoppers who utilized search applied at a higher rate than those who did not utilize search Searchers were 1.44X more likely to apply than non-searchers, inclusive of all channels 68% of shoppers perform multiple search queries Shoppers performing multiple queries are upto 1.2X more likely to apply than shoppers performing a single search Shoppers who utilized non-branded search terms, compared to those who exclusively utilized branded search terms, were 1.4X more likely to apply 35

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