Where are people searching for financial advisers, planners and brokers?

A deep dive with Google Trends finds results that may surprise you

May 4, 2015 @ 12:01 am

By Alessandra Malito and Ellie Zhu

Advisers, take note. You may not realize how — or where — investors are searching for financial advice.

Using Google Trends, a tool that tracks search terms around the world, InvestmentNews found that some terms are stronger than others on a state-by-state basis.

For example, of all the states, people in New Jersey searched the most for “financial advisor” while its neighbors in New York searched the most for “broker.” And apparently, folks in Wyoming don't search for “financial advisor” or “financial planner” nearly enough.

Google Trends normalizes search data by dividing it by a common variable, such as total searches. An index isn't an absolute number of searches, but rather a ranking of terms that are more popular than others across the country.

Financial advisorFinancial plannerBroker
Source: Google Trends

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