SEMrush, a report on the fintech sector in 2018
SEMrush, a report on the fintech sector in 2018

SEMrush, a report on the fintech sector in 2018

By Amelia Tomasicchio - 25 Jul 2018

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SEMrush, the leader in web marketing, has decided to publish a report of 84 pages on the fintech sector, to understand the trends and behaviour of users to help marketing experts and companies to formulate a smart web presence and a competitive strategy in this industry.

The study is based on the largest fintech websites of seven countries: UK, US, Italy, Spain, France, Germany and Brazil, analyzing advertising trends, traffic and mobile-friendly features.

Geographically, the US is the largest source of organic traffic on fintech websites, both nationally and including all other countries involved in the study, although nearly 90% of traffic on fintech websites in the US is domestic.

fintech sector

Another finding of the SEMrush study is the dominance of direct traffic, which indicates good brand awareness and high fidelity towards fintech websites: in other words, people don’t get “fooled” by advertisements. Instead, users write the full URL of the website in their browser.

Probably the reason for this feedback is the ban of crypto-themed advertising on many of the largest social platforms.

The second source of traffic within the seven countries considered in the study is organic research, i.e. search engine research, so it is advisable to invest in search engine optimization, SEO and link building.

Mobile or desktop

Another thing you can read about in the study is that organic desktop searches outperform mobile device searches. Consumers would tend to collect more detailed information using desktops.

This is also the reason why most of the fintech companies studied focus on advertising optimized for desktops and not for mobile: the latter reaches a maximum of 38% in the UK for Android devices.

How social media are used

The domain of Facebook is undeniable: this social network represents more than half, 53.53%, of the traffic coming from all social channels, while in Spain, unlike all other countries, the social that attracts most is YouTube.

fintech sector

Amelia Tomasicchio
Amelia Tomasicchio

As expert in digital marketing, Amelia began working in the fintech sector in 2014 after writing her thesis on Bitcoin technology. Previously author for Cointelegraph and CMO at Eidoo. She is now the co-founder and editor-in-chief of The Cryptonomist. She is also a marketing teacher at Digital Coach in Milan and she is about to publish her first book about Blockchain Marketing.

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