68% of consumers conduct an online research before buying any financial product

PluggdIn has a post on the online research and buying habits for financial products in India.

The research says that 68% of consumers conduct an online research before buying any financial product. While the research is primarily aimed at comparing costs and details of financial products. 18% of financial products are sold online in India

I think it should be 68% and 18% of internet users (not consumers and financial products resp.)and readers should remember that the study is positioned more as a search ad success story.