The best financial sites on the web

Financial sites are a great place to find upwardly mobile consumers in search of the next big thing. But is it just upwardly mobile consumers who are likely to visit these sites? And which sites will help advertisers garner the most attention?

by Kristina Knight

According to a report from the Center for Media Research, Yahoo Finance reaches the largest percentage of U.S. consumers (4.92%). AOL Money & Finance sites rank second with 4.53%, next is MSN Money with 4.46%, CNNMoney (2.83%) and rounding out the top five is Dow Jones Online (2.23%).

Males make up the largest audience percentage (54%) visiting financial websites, but females are also visiting the sites (45%). Nearly all age demographics are represented as visiting a financial website, but the over 35 crowd are definitely viewing financial pages and information more often.

The 45+ age group visits financial sites most often (54%), followed by 35-49 (37%) and 55+ (27%). The 25-34 group ranks fourth (13.73%) and the 65+ crowd rounds out the top five (10%).

Household income doesn't seem to effect the number of visitors as much as gender or age. Every household income range is represented and rank close in percentages.

For advertisers, this means behaviorally targeting ads according to gender and age is more important than by monetary demographics. For instance, targeting males 45 and over or females 35-49, marketers can reach the largest numbers of financially secure individuals who are interested in their products. Advertising vacation properties, health and beauty aids and other disposable income "must-haves" within these constraints could net advertisers a nice windfall.

Tags: 24-34 age group, 35+, 35-49 age group, 45+, 65+, AOL, behavioral targeting, Center for Media Research, females target group, males target goup, online advertising, online targeting, Yahoo Finance

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