One-stop financial shops may be all the rage, but consumers will still base their financial services decisions on lowest prices and highest rates, which are more likely to be found by shopping on the Internet, said Michael E. Gazala, senior analyst at Forrester Research Inc.

The Internet will help the up-and-coming consumer group known as "emerging affluent" to make considered choices, Mr. Gazala said last week at the Securities Industry Association's 12th annual technology conference.

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