Yahoo! survey aims to quantify factors that influence advisers' online behavior; Its Finance site, Morningstar listed as top two sources.(News)

Investment News, October, 2006

Byline: Aaron Siegel NEW YORK - Yahoo! Inc. has made a concerted effort to quantify the factors that have the greatest influence on the online behavior of advisers and broker-dealers, and the best way that that they can be reached by marketers. The Yahoo Financial Adviser Survey, put out by the Sunnyvale, Calif.-based search engine company, was designed to find out where advisers and broker-dealers roam on the Internet, and the resources that they tap to help their clients.

It's hardly surprising that Yahoo! Finance ranked first - garnering 56% interest - in advisers' listing of their top sources of financial information to use when making recommendations to clients. Rounding out the list were individual product sites (37%), Chicago-based...