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2011 Auto Insurance Shopping Report
May 2011

FOR FURTHER INFORMATION, PLEASE CONTACT:
Susan Engleson Kleinman
comScore, Inc.
212-497-1783
skleinman@comscore.com

© 2011 comScore, Inc.

Auto Insurance Shopping Report

MAY 2011

Contents
Introducing the comScore 2011 Auto Insurance Shopping Report............................................................... 3
Consumer Sentiment Overview .................................................................................................................... 4
Despite Recovering Economy, Loyalty Remains Low ............................................................................... 5
Consumers Are Actively Shopping For Auto Insurance ............................................................................ 8
Auto Insurance Shopping ............................................................................................................................ 10
Price, New Vehicles, And Advertising Drive Shopping ........................................................................... 10
Online Quote Submission And Purchasing Activity Remains Strong ...................................................... 18
Many Offline Shoppers Also Submit Online Quotes ............................................................................... 22
Auto Insurance Purchasing ......................................................................................................................... 24
Consumers Increasingly Purchase Auto Insurance Online ..................................................................... 24
Many Consumers Shop Online, Purchase Offline ................................................................................... 28
Policy Features ........................................................................................................................................... 32
Consumers Find Price Most Important Policy Feature ............................................................................ 32
Consumers Becoming More Aware Of Pay As You Drive ...................................................................... 38
Agents Increasingly Quoting Best Price .................................................................................................. 42
Conclusions ................................................................................................................................................. 46
Advertising Pays a Greater Role in Shopping Process ........................................................................... 47
Online Quoting and Purchasing Activity Remains Strong ....................................................................... 47
Final Thoughts ......................................................................................................................................... 47
Table of Figures .......................................................................................................................................... 48
FOR MORE INFORMATION, PLEASE CONTACT: ............................................................................... 51

PAGE 2

Auto Insurance Shopping Report

MAY 2011

Introducing the comScore 2011 Auto Insurance Shopping Report
The comScore 2011 Online Auto Insurance Shopping Report presents a detailed overview of the online
auto insurance market with insights into overall industry trends, the competitive landscape, and key areas
LQIOXHQFLQJ RQOLQH FRQVXPHUV¶ GHFLVLRQ-making process. Primary areas of focus include insight into why
consumers shop for auto insurance, the volume of online quote requests and policy purchases, and
attitudinal insights into customer preferences about agent versus direct-channel purchasing.
7KH VWXG\ DQDO\]HV WKH RQOLQH EHKDYLRU RI FRP6FRUH¶V SDVVLYHO\-observed panel of 1 million
U.S. consumers, as well as attitudinal insights from a comScore survey of more than 4,000 U.S.
online consumers conducted in April 2011.
In order to demonstrate shifts in the industry, the findings from this study were compared to results from
the 2007, 2008, 2009, and 2010 comScore Online Auto Insurance Reports, which each included surveys
of more than 2,000 U.S. respondents and were conducted in March 2007, March 2008, February/March
2009, and February/March 2010 respectively.

PAGE 3

Auto Insurance Shopping Report

MAY 2011

Consumer Sentiment Overview
7KH 8 6 ¶V ZHDNHQHG HFRQRP\ RYHU WKH SDVW IHZ \HDUV SURPSWHG PDQ\ FRQVXPHUV WR ORRN IRU ZD\V WR FXW
costs. The auto insurance industry was not immune to this economic effect, and saw shifts in consumer
sentiment and shopping behavior as a result. While the economic effect of consumer shopping seems to
have stabilized in 2010, sentiment has held through the beginnings of the economic recovery. Consumers
are losing loyalty towards their auto insurance carriers and are instead opting to shop at more carriers
before purchasing, opt for lower coverages, and choose the cheapest method of purchasing instead of
the more traditional routes.
Perceptions of economic conditions have been improving over the past two years. Whereas in January
2009, 77% of consumers rated economic conditions as poor, 59% did in April 2011 (Figure 1).

Figure 1

How would you rate economic conditions today? (% of Respondents
5DWLQJ (FRQRPLF &RQGLWLRQV µ3RRU¶

77%

Jan-09

68%

Apr-09

66%

Jul-09

Source: comScore, Inc Surveys

61%

61%

59%

62%

61%

Oct-09

Jan-10

Apr-10

Jul-10

Oct-10

52%

Jan-11

59%

Apr-11

n= 1,157

The decrease in negative sentiment on the economy has also shown its presence in the auto insurance
industry. Whereas in 2009 and 2010 when economic sentiment was low, there was a significant increase
in percent of consumers without auto insurance, that number has dropped down to 2% in 2011 (Figure 2).

PAGE 4

Auto Insurance Shopping Report

MAY 2011

Figure 2

Do you have auto insurance on your vehicle?

98%

96%

95%

98%

Yes
No

2%

4%

5%

2%

2008

2009

2010

2011

Source: comScore, Inc. Auto Insurance Survey

n= 4,429

Despite Recovering Economy, Loyalty Remains Low
The decrease in consumer loyalty to their current insurance carrier the industry saw at the start of the
economic downturn appears to be an ongoing trend despite increases in consumer perception on the
economic conditions. Consumer sentiment on remaining loyal to their current insurers declined
significantly in 2009, the same time outlook on the economy was at its poorest and incidence of going
without insurance increased significantly. However, while those other two measures have rebounded in
2011, consumers are still more likely to consider changing their auto insurance company as they were
before the economic downturn, with 55% stating they seriously consider changing their auto insurance
companies (Figure 3).

PAGE 5

Auto Insurance Shopping Report

MAY 2011

Figure 3

Do you ever seriously consider changing your auto
insurance company?

50%

46%

44%

45%

No
Yes
50%

54%

56%

55%

2008

2009

2010

2011

Source: comScore Auto Insurance Survey

n= 4,315

Although varying slightly by age and purchase method, most consumer segments have increased in their
likelihood of switching insurance. The most significant shifts in attitudes toward switching occurred among
25-34 year olds and 35-44 year olds. In 2008, 54% and 49% of those age groups, respectively, seriously
considered switching their auto insurance company (Figure 4). Those groups significantly increased in
amount of respondents who consider switching in 2011, with 62% of 25-34 year olds and 56% of 35-44
year olds stating they seriously consider changing their auto insurance company.

PAGE 6

Auto Insurance Shopping Report

MAY 2011

Figure 4

% of Respondents who seriously consider changing their
auto insurance company (crossed by age of respondent)
63%
59%

62%

56%

54%

49%

48% 49%
37%

40%
2008
2011

18-24 years

25-34 years

Source: comScore Auto Insurance Survey

35-44 years

45-54 years

55+

n= 4,315

Loyalty measures differ depending on the method a consumer used to originally purchase auto insurance.
Regardless of purchase method, consumers stated an increase in considering switching insurance
companies from 2008 to 2011. Online purchasers have the highest levels of respondents stating they
seriously consider changing their auto insurance company, with 63% stating this sentiment in 2008 and a
significantly higher 70% stating so in 2011 (Figure 5). Those purchasing via a toll free number or local
agent also showed significant increases in amount of respondents stating they seriously consider
changing their auto insurance company.

PAGE 7

Auto Insurance Shopping Report

MAY 2011

Figure 5

% of Respondents who seriously consider changing their auto
insurance company (crossed by original purchase method)
70%
63%
54%
48%

46%

50%
2008
2011

Online

Toll Free Number

Source: comScore Auto Insurance Survey

Local Agent

n= 4,315

Consumers Are Actively Shopping For Auto Insurance
Although consumer loyalty lowered over the past few years, consumers did not shop more in the past
year than in earlier years. Over half (51%) of respondents stated they shopped for auto insurance over
the past year, which is similar to the level of shopping in 2009 and 2010 (Figure 6).
Figure 6

Have you shopped for insurance in the past year?

48%

48%

49%

No
Yes
52%

52%

51%

2009

2010

2011

Source: comScore Auto Insurance Survey

n= 4,315

PAGE 8

Auto Insurance Shopping Report

MAY 2011

While incidence of shopping remained steady over the past few years, the amount of consumers actually
changing carriers in the past year decreased from 2010. Just under one-fifth (19%) of consumers have
switched insurance providers in the past year, compared to 22% in 2010 (Figure 7).
Figure 7

Have you switched to your current insurance provider within
the past year?

81%

78%

81%
No
Yes

19%

22%

19%

2009

2010

2011

Source: comScore Auto Insurance Survey

Q¶V

Although the amount of consumers shopping for insurance in the past year held steady and incidence of
switching carriers decreased, shoppers in the past year were more likely to be shopping for multiple
quotes than they have in the past. While one-fourth (25%) of consumers reported getting only one quote
when they last shopped in 2010, a significantly lower 21% reported receiving one quote in 2011 (Figure
8).

PAGE 9

Auto Insurance Shopping Report

MAY 2011

Figure 8

How many quotes did you get when you shopped for insurance
most recently? (of respondents who shopped for insurance in
the past year)
23%

55%

18%

19%

58%

60%

4+ quotes
2 or 3 quotes
1 quote

22%

25%

21%

2009

2010

2011

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V 1,058 (2009); 981 (2010); 1,979 (2011)

Auto Insurance Shopping
With recent decreases in consumer loyalty to their current insurance company and increases in multiquote shopping, it is important for insurance providers to understand where and why consumers are
shopping in order to not only acquire new customers, but also retain current ones.

Price, New Vehicles, And Advertising Drive Shopping
Price is a major driving factor for consumers shopping for auto insurance. Of people who shopped for
insurance in the past year, the top reason remained price, with 59% of respondents stating looking for a
lower price as a reason for shopping. The second most common reason for insurance shopping was
buying a new vehicle, with 18% of respondents stating they had just bought a new or used car, and 6%
stating they had recently bought a motorcycle (Figure 9).

PAGE 10

Auto Insurance Shopping Report

MAY 2011

Figure 9

Why were you shopping for insurance? (select all that apply) (of
respondents who shopped in the past year)

61%
59%
59%

I was looking for a lower price
16%
16%
18%

I just bought a new/used car
I saw a commercial on TV
Not happy with the service from my current
insurer
I saw an ad in a magazine/newspaper
I just bought a new/used motorcycle
I was recently dropped from my current
company
I just got married
I am recently separated/divorced
I just retired

8%
12%
15%
11%
11%
12%
6%
7%
7%
5%
5%
6%
4%
3%
5%
3%
2%
3%

2009
2010
2011

3%
3%
3%
2%
1%
2%

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V

Although purchasing a vehicle is a common reason for consumers to shop for auto insurance (Figure 9),
not all consumers choose to shop for new insurance after a new purchase. Over a third (35%) of
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respondents shopped for insurance after purchasing a vehicle, but decided to stay with their prior
provider. However, with 64% of consumers shopping after a vehicle purchase in total, insurers should be
aware of the possibility of customers switching carriers after purchasing a vehicle (Figure 10).

PAGE 11

Auto Insurance Shopping Report

MAY 2011

Figure 10

When purchasing your most recent vehicle for your household, how
did you decide which insurance provider to go with?
2%
Decided to take the insurance the dealership
who sold the vehicle offered to me
33%
Shopped at multiple carriers and chose an
insurer I had not been previously insured by
31%
Shopped multiple carriers and decided to stay
with my current insurance provider

35%

Source: comScore Auto Insurance Survey

Did not shop, just used the same insurer I
used for my previous auto

n= 4,315

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significantly more likely to have originally purchased through a local agent compared to those who
VKRSSHG DURXQG DIWHU SXUFKDVLQJ D YHKLFOH :KLOH RI WKRVH ZKR GLGQ¶W VKRS DIWHU SXUFKDVLQJ D
vehicle originally purchased via a local agent, only 58% of those who shopped and remained with their
current provider and 53% of those who shopped and switched carriers originally purchased through that
method (Figure 11).

PAGE 12

Auto Insurance Shopping Report

MAY 2011

Figure 11

How did you originally purchase your current auto insurance
policy? (crossed with decision method for which insurance
provider to go with after purchasing a vehicle)
3%
15%

5%
15%

3%
17%

22%

28%

12%
Work/Other
Toll Free Number
71%

Online
58%

53%

Local Agent

Did not shop, just used
Shopped multiple
Shopped at multiple
the same insurer I used carriers and decided to carriers and chose an
for my previous auto
stay with my current
insurer I had not been
insurance provider
previously insured by
Source: comScore Auto Insurance Survey

n = 4,315

Another reason consumers shop for insurance is due to the effect of advertising. Consumers stating they
were shopping because they saw a commercial on TV have increased significantly each year between
2009 and 2011. Whereas 8% of respondents stated this as a reason for shopping in 2009, 15% cited this
reasoning in 2011 (Figure 9, above). Respondents who stated they last shopped for auto insurance
because they saw a commercial on TV are more likely to be young males than overall consumers who
have shopped in the past year. While total recent shoppers tend to be evenly split male and female (each
at 50%), those who were shopping after seeing a TV ad skew male, with only 34% being female (Figure
12). Additionally, whereas the most common age groups for total recent shoppers is 24-34 or 35-44 year
olds, those shopping due to seeing a commercial on TV tend to be younger, with 29% aged 18-24 and
34% aged 25-34 years old (Figure 13).

PAGE 13

Auto Insurance Shopping Report

MAY 2011

Figure 12

Figure 13

Gender of Respondents
Shopping because they saw a
TV Commercial

50%

Age of Respondents Shopping
because they saw a TV
Commercial

66%

17%

6%
12%

55+ years

19%

19%

45-54 years

22%
Male
50%

Total Shoppers

34%

Female

Shoppers
Shopping because
of TV Commercial

Source: comScore Auto Insurance Survey

34%

25-34 years

24%
18%
Total Shoppers

35-44 years

29%

18-24 years

Shoppers
Shopping
because of TV
Commercial

n = 4,315 (Total Shoppers), 358 (Shoppers shopping because of TV Commercial)

In addition to being more predominantly male and younger than total shoppers, those who last shopped
because they saw a TV commercial are less loyal to their current brand. While 55% of total shoppers
state that they seriously consider switching insurance companies, 70% of those who shopped because of
a TV ad had the same sentiment (Figure 14). Even standardizing for age and gender, since young males
are among the least loyal groups, those who shop after seeing a TV ad are more likely than total
shoppers to seriously consider switching insurance companies.

PAGE 14

Auto Insurance Shopping Report

MAY 2011

Figure 14

% seriously considering switching their auto
insurance company (total shoppers vs. those
shopping because they saw a TV commercial)
78%
70%

66%

55%

Total Shoppers

Those Shopping
because of TV
Commercial

Total
Source: comScore Auto Insurance Survey

18-34 year old males
n = 4,315 (Total Shoppers), 358 (Shoppers shopping because of TV Commercial)

Television ad viewing consumers are more likely to purchase online than total shoppers, with 31%
purchasing online compared to one-fifth (20%) of total shoppers (Figure 15). This highlights the important
interaction between TV advertising and the online channel. By highlighting the benefits of online shopping
and website addresses in commercials, insurance providers who wish to target consumers through TV
advertising can easily direct viewers to their method of purchase.

PAGE 15

Auto Insurance Shopping Report

MAY 2011

Figure 15

Original purchase method of current policy for Consumers
purchasing after viewing a TV Commercial
15%
20%

15%
Work/Other
31%
Toll Free Number
Online

61%

Total Shoppers

51%

Local Agent

Those Shopping because of
TV Commercial

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

n = 4,315 (Total Shoppers), 358 (Shoppers shopping because of TV Commercial)

Although television is an important medium to reach consumers, recent auto insurance shoppers are
genHUDOO\ PRUH OLNHO\ WR EH VSHQGLQJ WLPH RQ WKH ,QWHUQHW WKDQ FRQVXPHUV ZKR KDYHQ¶W VKRSSHG LQ WKH
past year (Figure 16).

PAGE 16

Auto Insurance Shopping Report

MAY 2011

Figure 16

How many hours a week do you use the Internet?

35%

38%

20%

21%

More than 20 hours per
week
16-20 hours per week
11-15 hours per week

21%

22%
10 hours or fewer

24%

20%

Non-Shoppers

Recent Shoppers

Source: comScore Auto Insurance Survey

Q¶V QRQ-shoppers); 1,979 (recent shoppers)

Additionally, respondents who have shopped for auto insurance within the past year spend significantly
more time online than they do watching TV (Figure 17).
Figure 17

Weekly hours shoppers spend consuming media (by media type)
27%

38%

19%

20+ hours

23%

16-20 hours

31%

11-15 hours

21%
22%
20%
Internet

TV

10 hours or less

= difference significant at a 95% confidence level
Source: comScore Auto Insurance Survey

n = 1,979

PAGE 17

Auto Insurance Shopping Report

MAY 2011

While television advertising is a driving factor for consumers to shop for auto insurance, those influenced
by TV advertising tend to be more likely than other consumers to purchase online. Additionally, shoppers
in general spend more time online than watching TV. This indicates that insurance providers should focus
advertising efforts across multiple mediums in order to reach consumers most effectively.

Online Quote Submission And Purchasing Activity Remains Strong
A growing number of recent shoppers have been using the online space to shop for auto insurance
quotes. The top method of shopping was both going online, either directly to an insurer site or going to
quote comparison websites (70%). Although the percent of consumers shopping for auto insurance online
is increasing, the only method of shopping for insurance that decreased significantly over the past two
year was calling or visiting a local agent who represents one company, which dropped from 26% of
consumers in 2009 to 23% in 2011 (Figure 18).
Figure 18

In which of the following ways did you shop/obtain price quotes when
you shopped most recently? (of shoppers who shopped in the past
year)
63%

67% 70%

2009

25% 22% 24%

I went online to quote

I called/visited local
agents who represent
multiple insurance
companies

2010

2011

26%

22% 23%

18% 19% 18%

I called/visited local I called toll-free numbers
agents who represent
for quotes
one insurance company

= difference from 2009 to 2011 significant at a 95% confidence level
= difference from 2010 to 2011 significant at a 90% confidence level
Source: comScore Auto Insurance Survey

Q¶V

PAGE 18

Auto Insurance Shopping Report

MAY 2011

In total, online quoting remained relatively steady in 2010, compared to a strong 2009. There were 37.7
million auto insurance quotes submitted online in 2010, which shows an almost flat (-3%) year over year
trend (Figure 19).
Figure 19

Annual Quotes Submitted Online (in millions)
Y/Y %
+30%
Change

18.7

2004

24.4

2005

28.1

2006

+21%

-1%

+15%

+15%

32.4

32.1

2007

2008

-3%

38.8

37.7

2009

2010

Source: comScore, Inc. Online Auto Insurance Benchmarker

Of the almost 38 million quotes submitted online, 14% were submitted on aggregator sites (Figure 20). Of
that 14%, lowermybills.com received half (50%) of aggregator submitted quotes, followed by
2insure4less.com, at 24% of the aggregator market (Figure 21).
Figure 20

2010 Annual Online Quotes Submitted by Site Type

14%

86%

Aggregator

Insurer

Source: comScore, Inc. Online Auto Insurance Benchmarker

PAGE 19

Auto Insurance Shopping Report

MAY 2011

Figure 21

Online Aggregator Quotes Submitted - 2010
50%

24%
9%

8%

4%

3%

2%

Source: comScore, Inc. Online Auto Insurance Benchmarker

Although consumers submit more online quotes at insurer sites than aggregator sites, many of these
comparison sites have significant brand recognition. Of respondents who have used the Internet to find
information about auto insurance, over half (55%) of respondents have heard of the site Netquote.com,
and 20% state they have quoted on the site in the past (Figure 22).

PAGE 20

Auto Insurance Shopping Report

MAY 2011

Figure 22

Have you ever visited or heard of the following sites, which provide
you with auto insurance quotes from multiple companies?
10% 15% 11% 10% 9% 8% 8% 7% 6% 7%
7% 8% 7% 7% 8% 7%
12% 10% 8% 9%
14% 14% 13% 12% 12% 11%
12%
20% 16%
30% 22%
23%
20%

70% 71% 72% 74% 75% 75%
60% 66%
54%
45% 48%

I have visited this site,
AND used it to
compare quotes
I have visited this site,
but I have NOT used
it to compare quotes
I have heard of this
site, but I have NOT
used it
I have never heard of
this site

Source: comScore Auto Insurance Survey

n = 2,844

Among insurer sites, Progressive has the highest share of quotes submitted online, with 28% of the
insurer market in 2010 (Figure 23). This was followed closely by GEICO, who received 27% of insurer
online submitted quotes. While direct writers such as GEICO and Progressive have always led the online
market for submitted quotes, this differs widely from their share of total US Premiums written, where State
Farm is still the leader at 18.6%. GEICO holds 8.2% share of total premiums written, while Progressive
holds 7.5% share (Figure 24). Over the past couple years, however, insurers with significant online
present have been increasing in total share of US premiums written, signifying the increasing incidence of
online shopping.

PAGE 21

Auto Insurance Shopping Report

MAY 2011

Figure 23

Figure 24

% of Online Insurer Quotes
Submitted
2009

2010

2008

Progressive

28.8%
28.3%

GEICO

28.0%
26.5%

Allstate

18.3%
18.6%
10.8%
10.5%

Allstate

7.6%
8.2%

GEICO

4.2%
6.6%
7.7%
6.2%

2009

State Farm

13.8%
11.6%

Esurance
The General

% of US Auto Insurance
Premiums

7.1%
7.5%

Progressive

8.1%
6.4%

Nationwide

3.1%
4.0%

21st/Farmers

State Farm

2.6%
3.6%

Nationwide

4.6%
4.5%

Safe Auto

3.9%
3.3%

Liberty
Mutual

4.4%
4.4%

USAA

3.8%
4.1%

Liberty
Mutual

2.4%
3.0%

The Hartford

2.4%
2.7%

21st Century

2.3%
2.6%

Travelers

0.7%
1.2%

Source: comScore, Inc. Online Auto Insurance Benchmarker

Travelers

2.1%
2.1%

American
Family

2.1%
2.0%

Source: 2009 Auto Insurance Report, Insurance Information Institute

Many Offline Shoppers Also Submit Online Quotes
Consumers who shop for insurance online are the most active shoppers, submitting, on average the most
number of quotes. Of respondents who shopped on an insurance company website in the past year, over
three-fourths (78%) received multiple quotes while shopping. Those shopping on quote comparison
websites had the highest incidence of multi-quote shopping, with 88% receiving more than one quote
during the shopping process (Figure 25).

PAGE 22

Auto Insurance Shopping Report

MAY 2011

Figure 25

How many quotes did you get when you shopped for insurance
most recently? (Crossed by shopping medium)
12%
44%

15%

16%

19%

57%

58%

59%

29%

4+ quotes
2 or 3 quotes

60%
44%

1 quote
28%

26%

22%

I called/visited I called/visited I called toll-free
local agents who local agents who numbers for
represent one
represent
quotes
insurance
multiple
company
insurance
companies
Source: comScore Auto Insurance Survey

I went to
insurance
company
websites

12%
I went to quote
comparison
websites

n = 4,315

While respondents shopping for auto insurance through non-online mediums are likely to use the Internet
for auto insurance information, they are less likely to quote online while shopping. Of respondents who
most recently called toll-free numbers for quotes, less than half (46%) also quoted online. This percent is
smaller for those who called or visited independent agents (32%) and captive agents (26%) to receive a
quote (Figure 26).

PAGE 23

Auto Insurance Shopping Report

MAY 2011

Figure 26

When you shopped for Insurance most recently, did you also
shop online? (by most recent offline shopping medium)
2010

2011

46%
39%
32%

32%
23%

I called toll-free numbers for
quotes

Source: comScore Auto Insurance Survey

I called/visited local agents
who represent multiple
insurance companies

26%

I called/visited local agents
who represent one insurance
company

n = 359 (Toll Free Number); 459(Local Agent ± PXOWLSOH FR¶V /RFDO $JHQW ± one company)

Auto Insurance Purchasing

Consumers Increasingly Purchase Auto Insurance Online
Consumers are becoming more likely to purchase insurance online in the past few years. Even though
total online quotes were down slightly year over year in 2010, online policy purchases increased 3% in
2010 compared to 2009 (Figure 27).

PAGE 24

Auto Insurance Shopping Report

MAY 2011

Figure 27

Annual Online Auto Insurance Policies Purchased (Millions)
Y/Y %
+58%
+37%
+8%
+22%
+3%
Change +35%

2.1

2.3

2007

2008

2.8

2.9

2009

2010

1.6
0.7
2004

1.0

2005

2006

Source: comScore, Inc. Online Auto Insurance Benchmarker

The Internet became the second most common method of purchasing an auto insurance policy this year,
with more reVSRQGHQWV VHOHFWLQJ µRQOLQH¶ DV WKHLU SXUFKDVH PHWKRG WKDQ µZLWK D ORFDO DJHQW RYHU WKH
SKRQH¶ Figure 28). Purchasing through a local agent in person is still the most common way
respondents purchased their current insurance policy, with 43% stating this method of purchase.

PAGE 25

Auto Insurance Shopping Report

MAY 2011

Figure 28

How did you originally purchase your current auto insurance
policy?
49%
45%
43%

With a local agent in person

15%
17%
20%

Online

18%
18%
18%

With a local agent over the phone

Work/Other

2010
2011

13%
15%
15%

Toll Free Number

2009

5%
4%
3%

= difference significant at a 95% confidence level
= difference significant at a 90% confidence level

Source: comScore Auto Insurance Survey

n = 4,315

Younger policyholders are more likely than older age groups to have purchased their current policies
online. One-quarter (25%) of 18-24 year olds purchased online and 27% of 25-34 year olds did (Figure
29). Local agents are still the most common method of purchase across all age groups though, indicating
WKDW ZKLOH RQOLQH SXUFKDVLQJ LV JURZLQJ LW VWLOO KDVQ¶W UHDFKHG WKH SUHYDOHQFH RI EX\LQJ WKURXJK DJHQWV
even among younger purchasers.

PAGE 26

Auto Insurance Shopping Report

MAY 2011

Figure 29

How did you originally purchase your current auto insurance policy?
(crossed by age)
6%

4%

13%

15%

25%

55%

27%

54%

2%
15%
22%

2%
15%

19%

14%

11%

2%
Work/Other

Toll Free Number

61%

69%

Online
68%
Local Agent

18-24

25-34

Source: comScore Auto Insurance Survey

35-44

45-54 years

55+

n = 4,315

Another factor affecting purchase method is how long ago respondents purchased their current insurance
policy. While almost a third (32%) of those who purchased their policies within the past year bought
online, only 16% of those who purchased 5-10 years ago and 3% of those who purchased over 10 years
ago did so online (Figure 30).

PAGE 27

Auto Insurance Shopping Report

MAY 2011

Figure 30

How did you originally purchase your current insurance policy?
(crossed by length of time with current insurer)
5%

3%

32%

28%

12%

17%

19%

19%

16%

3%
3%
15%

17%

14%

3%

33%

Online

20%
65%

33%

Work/Other

Over the phone via a toll free
number
With a local agent over the
phone

44%

With a local agent in person
less than one
year

1 year to less 5 years to less
than 5 years than 10 years

10 years or
more

Source: comScore Auto Insurance Survey

n = 4,315

Many Consumers Shop Online, Purchase Offline
Although the Internet is becoming a popular method of purchasing auto insurance, many consumers still
choose to purchase offline. Even consumers who feel comfortable quoting online still purchase through
offline modes, with 80% of respondents who shopped online stating they then went offline to purchase
(Figure 31). Of those who purchase offline after shopping online, 62% end up purchasing in person
through a local agent and an additional 31% purchase with a local agent over the phone (Figure 32).

PAGE 28

Auto Insurance Shopping Report

MAY 2011

Figure 31

Figure 32

Have you ever purchased
auto insurance offline after
receiving a quote online?

How did you purchase auto
insurance offline after receiving a
quote online? (select all that
apply)
62%

20%
No

31%

23%

Yes
80%

With a local
With a local Over the phone
insurance
insurance
via a toll free
agent in person agent on the
number
phone
Source: comScore Auto Insurance Survey

n = 1,150

In total, one half (50%) of respondents who purchased through a local agent over the phone and 40%
who purchased via local agent in person have shopped online (Figure 33).

Figure 33

Have you ever received an auto insurance quote online?
(crossed by original purchase method)
54%

50%
40%

Over the phone via a toll free
number
Source: comScore Auto Insurance Survey

With a local agent over the
phone

With a local agent in person

n = 660 (toll free number); 714 (local agent over phone); 1,896 (local agent in person)

PAGE 29

Auto Insurance Shopping Report

MAY 2011

In general, IHZHU FRQVXPHUV ZKR KDYHQ¶W SXUFKDVHG RQOLQH LQ WKH SDVW VWDWHG WKH\¶G EH XQOLNHO\ WR
SXUFKDVH DXWR LQVXUDQFH RQOLQH LQ WKH IXWXUH :KLOH RI RIIOLQH SXUFKDVHUV VWDWHG WKH\¶G EH XQOLNHO\ WR
purchase online in the future in 2008, only 22% stated that in 2011 (Figure 34).
Figure 34

How likely would you be to purchase auto insurance
online, in the future?

30%

28%

24%

25%

35%

25%

32%

likely
45%

unsure
unlikely

47%

48%

39%
22%

2008

2009

Source: comScore Auto Insurance Survey

2010

2011
n = 3,557

The top reason for not purchasing auto insurance online has stayed relatively consistent over the past
four years. Consumers that are unlikely to purchase auto insurance online in the future state that they are
not likely to do so because they want to speak to or meet with a person, with 69% choosing this option
(Figure 35). This is followed by consumers not wanting to give personal information out on a website
(31%) and consumers thinking that auto insurance is too complicated to purchase online (27%).

PAGE 30

Auto Insurance Shopping Report

MAY 2011

Figure 35

Why would you be unlikely to purchase auto insurance online?
2008

2009

2010

2011

71%
68%
69%
66%
35%
30% 31%
24%

27% 27%
26% 26%
4% 4%5% 4%

I want to speak to , GRQ¶W ZDQW WR
or meet with a
give personal
person
information on a
website
Source: comScore Auto Insurance Survey

Insurance is too
complicated to
purchase online

, GRQ¶W KDYH D
printer to print
insurance cards

10%8%
8%9%
Other

n = 1,044

Of these consumers who are unlikely to purchase auto insurance online in the future, 59% state that there
DUHQ¶W DQ\ SROLF\ IHDWXUHV WKDW FRXOG EH RIIHUHG WR LQFUHDVH their likelihood of online purchase in the future
(Figure 36). Of those who stated certain features could help increase their likelihood of purchasing online
in the future, the top feature selected was discounts, with over half (53%) of respondents stating that
feature. The next most popular responses were guaranteed site security, with 40% of respondents stating
that feature, and ability to get a quote by providing only minimal personal information (35%) (Figure 37).

PAGE 31

Auto Insurance Shopping Report

Figure 36

MAY 2011

Figure 37

What features would increase your likelihood
of purchasing auto insurance online?
Are there any
features that would
increase your
likelihood of
purchasing auto
insurance online in
the future?

Discounts offered for purchasing
online

53%

Guaranteed site security

40%

Ability to get a quote by providing
only minimal personal information
Comparison rates from other
companies

35%
34%

Live chat
No

59%

Yes

41%

Source: comScore Auto Insurance Survey

31%

No credit card required
Ability to have insurance cards
sent to me
Insurance quotes within 10
minutes
Ability to print coverage plan and
insurance cards

29%
23%
21%
17%

n = 1,044

Policy Features
Consumers Find Price Most Important Policy Feature
Consumers tend to be very price sensitive when shopping for auto insurance. When asked what was
most important to them when purchasing insurance, over half of respondents (51%), stated that price is
the most important factor (Figure 38). Less than one in five (17%) respondents stated the next most
common choice, that protecting my assets and possessions was most important when purchasing auto
insurance.

PAGE 32

Auto Insurance Shopping Report

MAY 2011

Figure 38

What is most important to you when purchasing auto insurance?
45%
49%
51%

Price
18%
18%
17%

Protecting my assets/possessions
Having a real person who I can visit with
or call
Customer service
Company
Convenience
other

Source: comScore Auto Insurance Survey

12%
13%
12%
11%
10%
10%
6%
5%
6%
3%
4%
4%
3%
1%
0%

2009
2010
2011

n = 4,315

Not only has price increased significantly over the past couple years as the most important factor to
FRQVXPHUV ZKHQ SXUFKDVLQJ DXWR LQVXUDQFH EXW LW¶V WKH PRVW LPSRUWDQW DFURVV DOO SXUFKDVH PHWKRGV
Although respondents who purchased through a local agent were more likely to state that customer
service or having a real person they can visit or call were most important, almost half (48%) still stated
price as the most important factor in purchasing auto insurance (Figure 39).

PAGE 33

Auto Insurance Shopping Report

MAY 2011

Figure 39

What is most important to you when purchasing auto insurance?
(crossed by original purchase method)
48%

Price
17%
17%
16%

Protecting my assets/possessions

9%
8%
11%

Customer service

5%
6%
6%

Company
Having a real person who I can visit with
or call
Convenience

Other

57%
60%

5%
5%

Local Agent
16%

Online
Toll Free Number

4%
6%
2%
0%
0%
0%

= difference from 2009 to 2011 significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V

Respondents have been decreasing in how important they view specific features on their policies over the
past few years. While a safe driver discount has been the most important policy feature to consumers
consistently over the past five years, the amount of consumers selecting this feature has dropped
significantly from 71% in 2007, to 56% in 2011 (Figure 40).

PAGE 34

Auto Insurance Shopping Report

MAY 2011

Figure 40

What features in insurance coverage plans are important to you? Please
select all that apply
Safe Driver discount
Low deductible

48%
48%

A well-known, trustworthy brand
Roadside Assistance

47%
43%41%
39%
39%

Full replacement value for a new car
that gets totaled

46%
46%

42%
41%

Free windshield glass crack repairs

56%

48%

36%
36%

44%
42%
40%
36%

Rental car coverage
Accident Forgiveness

35%
36%

43%
42%

41%
38%
35%
34%

Guaranteed rate for 12 months
Personalized service

27%
27%

Premium claims service

21%
21%

High coverage limits

19%
19%

30%
28%

2007
2008

49%

2009
2010

38%
38%

2011

37%

28%
25%
24%

28%
23%
22%
19%
19%
25%
20%
19%
15%
16%
18%
16%
14%
14%
14%

Coverage on remainder of a lease if car
gets totaled
Member organization discount
Good student discount
None of the above

7%
5%
5%
8%
9%

= difference from 2010 significant at a 95% confidence level
= difference from 2009 significant at a 95% confidence level
Source: comScore Auto Insurance Survey

71%
67%
65%

52%
48%

43%
39%

39%
37%

58%
56%
60%
56%
55%

Q¶V (2008); 2,018 (2009); 1,946 (2010); 4,315 (2011)

PAGE 35

Auto Insurance Shopping Report

MAY 2011

Although consumers deem all of the features above as less important than prior years, those who still find
them important are more likely to be willing to pay more for them than before. Of the consumers who
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pay the remainder of a lease if the car gets totaled, with 58% of respondents stating that (Figure 41). That
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in 2008.

PAGE 36

Auto Insurance Shopping Report

MAY 2011

Figure 41

Which of the following would you be willing to pay more for? (of
respondents who found them important)
Coverage to pay the remainder of a lease if
the car gets totaled

54%
58%

Full replacement value for a new car that
gets totaled

54%
55%
47%
51%

High coverage limits

44%
47%

Rental car coverage

40%
43%

Low deductible

37%
41%

A well-known, trustworthy brand

39%
40%

Accident Forgiveness
30%

40%
35%
37%

Free windshield glass crack repairs
Personalized service
Guaranteed rate for 12 months
Source: comScore Auto Insurance Survey

2011

45%
49%

Roadside Assistance

Premium claims service

2008

29%
35%
26%
31%

Q¶V 2 (2008); 4,315 (2011)

Regardless of how important consumers find the policy features listed above, it appears that
SROLF\KROGHUV¶ RULJLQDO SXUFKDVH PHWKRG VLJQLILFDQWO\ FKDQJHV ZKLFK IHDWXUHV WKH\ DFWXDOO\ KDYH RQ WKHLU
policies. While 40% of consumers who purchase through a local agent and 44% of consumers who
purchase through a toll free number have rental car coverage, only 34% of those who purchased online

PAGE 37

Auto Insurance Shopping Report

MAY 2011

do (Figure 42). Other disparities occur for features like roadside assistance, where 47% of purchasers via
a toll free number are signed up for the feature, when only 34% of those purchasing online have that
feature in their policy.
Figure 42

What features do you currently have in your auto insurance
policy? (crossed by original purchase method)
29%
27%
30%

None of the above

41%

Roadside assistance

47%
43%

Rental car coverage

Accident forgiveness

Deductible rewards

Premium claims service

Source: comScore Auto Insurance Survey

34%
23%
19%
23%

40%
44%

Local Agent
Toll Free Number
Online

20%
17%
18%
19%
18%
16%
n= 4,315

Consumers Becoming More Aware Of Pay As You Drive
Another feature gaining momentum in the auto insurance industry is pay as you drive policies. As the
concept becomes more widespread, consumers are becoming increasingly educated about the feature.
Whereas only 17% of consumers had heard of pay as you drive insurance in 2009, one quarter (25%) of
consumers had heard of it in 2011 (Figure 43).

PAGE 38

Auto Insurance Shopping Report

MAY 2011

Figure 43

+DYH \RX KHDUG RI ³SD\ DV \RX GULYH´ LQVXUDQFH"

83%

75%

80%

No
Yes

17%

20%

25%

2009

2010

2011

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V

Of those who have heard of pay as you drive insurance, an increasing amount state that they would
GHILQLWHO\ EH LQWHUHVWHG LQ SXUFKDVLQJ WKH IHDWXUH LQ WKH IXWXUH :KHUHDV LQ VDLG WKH\¶G
definitely be interested in purchasing pay as you drive insurance, over one-fifth (22%) stated that level of
interest in 2011 (Figure 44 $ VLJQLILFDQWO\ ORZHU SRUWLRQ RI UHVSRQGHQWV LQGLFDWHG WKH\¶G GHILQLWHO\ QRW EH
interested in purchasing (11%) in 2011 compared to 2009 (18%).

PAGE 39

Auto Insurance Shopping Report

MAY 2011

Figure 44

Of those who have heard of it, who interested would you be in
purchasing "pay as you drive" insurance
17%

Definitely purchase

22%
25%
23%

Probably purchase

28%

Not sure

Definitely not purchase

11%

2009
2011

12%
12%

Probably not purchase

32%

18%

= difference significant at a 95% confidence level
= difference significant at a 90% confidence level

Source: comScore Auto Insurance Survey

Q¶V

One of top ways insurance providers are promoting pay as you drive programs is through the potential to
save for safe driving. However, those who have a pay as you drive policy actually state they are more
interested in a maximum protection policy, even if it means paying a higher price, indicating that the cost
saving messaging may not be the best way to communicate with potential purchasers of the feature.
Almost one-third (32%) of pay as you drive insurance policy holders state they are more interested in a
higher price and maximum protection, while only 8% state they are interested in a lower price with
minimum protection (Figure 45).

PAGE 40

Auto Insurance Shopping Report

MAY 2011

Figure 45

Which type of insurance are you most interested in?
17%

32%
Higher Price/
Maximum Protection

66%

Neutral
59%

17%
Don't Have Pay As You
Drive Insurance

Lower Price/
Minimum Protection
8%
Have Pay As You Drive
Insurance

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

n = 4,315

Consumers who have a SD\ DV \RX GULYH SROLF\ KDYH ORZHU OR\DOW\ OHYHOV WKDQ WKRVH ZKR GRQ¶W KDYH WKDW
type of policy. While 48% of respondents without pay as you drive insurance state they never seriously
consider changing their auto insurance policies, only one-fifth (20%) of those with pay as you drive
insurance never consider changing (Figure 46).

PAGE 41

Auto Insurance Shopping Report

MAY 2011

Figure 46

Do ever seriously conisder changing your auto
insurance policy? (Crossed by whether respondent
has pay as you drive insurance)
20%
48%

80%
52%

Don't have pay as you drive
insuranve

No
Yes

Have pay as you drive insurance

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V (2009); 1,069 (2011)

With consumers stating a decrease in importance of having different features on their policy, insurance
providers may see additional challenges in standing out from the competition in attracting new customers
and retaining current customers. While the consumers who find features important are becoming more
likely to pay more for those features, even those that promote cost savings are not significantly improving
customer loyalty.

Agents Increasingly Quoting Best Price
Of consumers who purchase through agents, 28% stated they purchased that way because it was the
best price, a significant increase from 2009 (Figure 47). The top reason consumers purchased through an
agent, either in person or over the phone, did so because they like having a real person to visit with or
call, with 39% stating that reason. The second most common reason for purchasing through an agent
was that the respondent has always used a local agent, with 31% of respondents stating this reasoning.

PAGE 42

Auto Insurance Shopping Report

MAY 2011

Figure 47

For what reasons did you choose to go through a local insurance
agent to purchase your insurance?
40%
38%
39%

I like having a real person who I can visit with
or call.

36%
34%
31%

I have always used a local agent.

The local agent quoted me the best price.

25%
25%
28%

I wanted a local agent from one company to
help me with all of my insurance needs.

28%
26%
25%

Recommended by a family/friend
The service from a local agent is superior to
service from a website or phone
representative.

2010
2011

21%
19%
19%
13%
13%
11%

I purchased so long ago that it was the only
means available
I had an unusual or complex situation that was
best handled in person.

2009

25%
24%
23%

5%
4%
5%

= difference from 2009 to 2011 significant at a 95% confidence level
= difference from 2009 to 2011 significant at a 90% confidence level

Source: comScore Auto Insurance Survey

Q¶V 1,324 (2009); 852 (2010); 2,610 (2011)

Price plays a greater role among consumers who purchased through an agent within the past year
compared to those who purchased over five years ago. Of consumers who purchased through an agent
five or more years ago, less than one-fourth (23%) stated they purchased through this method because
the agent gave them the best price (Figure 48). The amount of consumers who purchased within the past
year and stated that the agent gave them the best price is significantly higher (39%), again highlighting
the increased price sensitivity among consumers, regardless of purchase method.

PAGE 43

Auto Insurance Shopping Report

MAY 2011

Figure 48

For what reasons did you choose to go through a local insurance
agent to purchase your insurance? (crossed by length of time with
current insurer)
I like having a real person who I can visit with or
call.

30%

I have always used a local agent.

29%

20%

23%

The local agent quoted me the best price.

39%

20%
18%
18%

The service from a local agent is superior to
service from a website or phone representative.

Source: comScore Auto Insurance Survey

30%

5 years or
more
1 year to
less than 5
years
Less than 1
year

25%
23%
18%

Recommended by a family/friend

I had an unusual or complex situation that was
best handled in person.

36%

26%
26%
20%

I wanted a local agent from one company to help
me with all of my insurance needs.

I purchased so long ago that it was the only
means available

41%
40%

6%
7%

14%

3%
5%
9%

Q¶V

Though consumers who purchased through local agents have multiple reasons for doing so, a significant
number are more likely to consider purchasing online in the future compared to prior years. 22% of
consumers who purchased their current insurance policies through a local agent would consider using a
different method in the future, compared to 16% in 2009 (Figure 49).

PAGE 44

Auto Insurance Shopping Report

MAY 2011

Figure 49

How likely would you be to consider using a method other than
a local insurance agent to purchase your auto insurance in the
future?
16%

22%
Likely

50%

53%

34%

25%

2009

Neutral
Not Likely

2011

= difference significant at a 95% confidence level

Source: comScore Auto Insurance Survey

Q¶V

For consumers who purchased either online or via a toll free number instead of through an agent, many
stated convenience factors as reasons for not purchasing through an agent. The most common response
was that it was more convenient to use a website or toll free number, with 29% selecting that reason
(Figure 50). The next most common response, with 28% responding, was that it was faster to not go
through an agent. Again, although a majority of consumers who purchased online or via toll free number
stated price was most important when purchasing auto insurance (Figure 39), only one-fifth (20%) stated
that they received the best price via this method (Figure 50).

PAGE 45

Auto Insurance Shopping Report

MAY 2011

Figure 50

For what reasons did you choose not to go through a local insurance
agent to purchase your insurance? (select all that apply)
I found it more convenient to use a website or 24
hour toll free number.

29%

It was faster to purchase online or via a toll free
number.

28%

I got a quote online and decided to purchase
online.

26%

I prefer to use a website or toll free number.

20%

It was cheaper to purchase online or via a toll free
number.

20%

I got a quote over the phone and decided to
purchase over the phone.

15%

There is no local agent

15%

I did not think about or consider using a local
agent.
A friend or relative recommended a website or
number to call.
Source: comScore Auto Insurance Survey

10%
8%

n = 2,610

Consumers overwhelmingly view price as the most important factor in purchasing an auto insurance
policy, yet few actually state they received a better price by purchasing through their respective methods.
This could indicate either that price is not really as important as convenience or having a consistent
person to visit or call. This also may signify that consumers are not using multiple shopping methods to
receive price estimates before purchasing.

Conclusions
With consumer loyalty towards auto insurance companies still at levels lower than the pre-downturn
economy, insurance providers are faced with the challenge of having to provide the best experience for
consumers during the shopping process.
x

Consumer perception of current economic conditions has improved from 2009, but is still low,
ZLWK RI UHVSRQGHQWV UDWLQJ WKH HFRQRP\ DV µSRRU¶ LQ April 2011.

PAGE 46

Auto Insurance Shopping Report

x

MAY 2011

55% of consumers seriously consider changing their current insurance company, which is
significantly higher than the 50% who did in 2008.

x

When shopping for auto insurance over the past year, 79% of consumers received more than one
quote.

Advertising Pays a Greater Role in Shopping Process
While price remains the top reason consumers decide to shop for auto insurance, a growing factor
prompting shopping is advertising. With consumers spending significant time consuming multiple types of
media, insurance providers need to ensure they are effectively communicating through multiple outlets.
x

The most common reason consumers shop for auto insurance is because they were looking for a
lower price, with 59% of respondents stating that reason.

x

15% of consumers state they were shopping for insurance because they saw an advertisement
on TV.

x

38% of consumers spend 20 or more hours a week on the Internet, compared to 27% of
consumers who spend that much time watching TV.

Online Quoting and Purchasing Activity Remains Strong
Consumers continued to shop and purchase online at high rates throughout 2010 compared to the prior
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same high levels seen in 2009.
x

In 2009, online quote submission and purchasing saw a dramatic increase of 21 and 22 percent,
respectively, from the previous year.

x

In 2010, this volume of activity was maintained, with only minimal changes in the number of
quotes submitted (down 3 percent) and the volume of insurance purchases made online (up 1
percent).

x

Just over one-fifth (22%) of consumers who have never purchased auto insurance online stated
WKH\¶G EH XQOLNHO\ WR SXUFKDVH RQOLQH LQ WKH IXWXUH D VLJQLILFDQW GHFUHDVH IURP ODVW \HDU

Final Thoughts
With consumers increasingly shopping for multiple quotes across multiple platforms, auto insurance
providers need to be able to leverage the Internet as an acquisition channel to grow their business. In
addition to using the Internet solely as an efficient mean for purchasing insurance, insurers must use it as
an effective communication tool for consumers throughout the shopping process.

PAGE 47

Auto Insurance Shopping Report

MAY 2011

Table of Figures
Figure 1. How would you rate economic conditions today? .......................................................................... 4
Figure 2. Do you have auto insurance on your vehicle? ............................................................................... 5
Figure 3. Do you ever seriously consider changing your auto insurance company? ................................... 6
Figure 4. % of Respondents who seriously consider changing their auto insurance company (crossed by
age of respondent) ........................................................................................................................................ 7
Figure 5. % of Respondents who seriously consider changing their auto insurance company (crossed by
original purchase method)............................................................................................................................. 8
Figure 6. Have you shopped for insurance in the past year? ....................................................................... 8
Figure 7. Have you switched to your current insurance provider within the past year? ............................... 9
Figure 8. How many quotes did you get when you shopped for insurance most recently? ....................... 10
Figure 9. Why were you shopping for insurance? ...................................................................................... 11
Figure 10. When purchasing your most recent vehicle for your household, how did you decide which
insurance provider to go with? .................................................................................................................... 12
Figure 11. How did you originally purchase your current auto insurance policy? (crossed with decision
method for which insurance provider to go with after purchasing a vehicle) .............................................. 13
Figure 12. Gender of Respondents Shopping becuase they saw a TV Commercial ................................. 14
Figure 13. Age of Respondents Shopping becuase they saw a TV Commercial«««««««««« 14
Figure 14. % seriously considering switching their auto insurance company (total shoppers vs. those
shopping because they saw a TV commercial) .......................................................................................... 15
Figure 15. Original purchase method of current policy for Consumers purchasing after viewing a TV
Commercial ................................................................................................................................................. 16
Figure 16. How many hours a week do you use the Internet? ................................................................... 17
Figure 17. Weekly hours shoppers spend consuming media (by media type) ........................................... 17
Figure 18. In which of the following ways did you shop/obtain price quotes when you shopped most
recently? (of shoppers who shopped in the past year) ............................................................................... 18
Figure 19. Annual Quotes Submitted Online (in millions) ........................................................................... 19
Figure 20. 2010 Annual Online Quotes Submitted by Site Type ................................................................ 19
Figure 21. Online Aggregator Quotes Submitted - 2010 ............................................................................ 20
Figure 22. Have you ever visited or heard of the following sites, which provide you with auto insurance
quotes from multiple companies? ............................................................................................................... 21
Figure 23. % of Online Insurer Quotes Submitted ...................................................................................... 22
Figure 24. % of US Auto Insurance Premiums ........................................................................................... 22
Figure 25. How many quotes did you get when you shopped for insurance most recently? (Crossed by
shopping medium) ....................................................................................................................................... 23

PAGE 48

Auto Insurance Shopping Report

MAY 2011

Figure 26. When you shopped for Insurance most recently, did you also shop online? (by most recent
offline shopping medium) ............................................................................................................................ 24
Figure 27. Annual Online Auto Insurance Policies Purchased (Millions) ................................................... 25
Figure 28. How did you originally purchase your current auto insurance policy?....................................... 26
Figure 29. How did you originally purchase your current auto insurance policy? (crossed by age)........... 27
Figure 30. How did you originally purchase your current insurance policy? (crossed by length of time with
current insurer) ............................................................................................................................................ 28
Figure 31. Have you ever purchased auto insurance offline after receiving a quote online? ..................... 29
Figure 32. How did you purchase auto insurance offline after receiving a quote online? .......................... 29
Figure 33. Have you ever received an auto insurance quote online? (crossed by original purchase
method) ....................................................................................................................................................... 29
Figure 34. How likely would you be to purchase auto insurance online, in the future? .............................. 30
Figure 35. Why would you be unlikely to purchase auto insurance online? ............................................... 31
Figure 36. Are there any features that would increase your likelihood of purchasing auto insurance online
in the future? ............................................................................................................................................... 32
Figure 37. What features would increase your likelihood of purchasing auto insurance online? ............... 32
Figure 38. What is most important to you when purchasing auto insurance? ............................................ 33
Figure 39. What is most important to you when purchasing auto insurance? (crossed by original purchase
method) ....................................................................................................................................................... 34
Figure 40. What features in insurance coverage plans are important to you? Please select all that apply
.................................................................................................................................................................... 35
Figure 41. Which of the following would you be willing to pay more for? (of respondents who found them
important) .................................................................................................................................................... 37
Figure 42. What features do you currently have in your auto insurance policy? (crossed by original
purchase method) ....................................................................................................................................... 38
Figure 43 +DYH \RX KHDUG RI ³SD\ DV \RX GULYH´ LQVXUDQFH" ..................................................................... 39
Figure 44. Of those who have heard of it, who interested would you be in purchasing "pay as you drive"
insurance ..................................................................................................................................................... 40
Figure 45. Which type of insurance are you most interested in? ................................................................ 41
Figure 46. Do ever seriously conisder changing your auto insurance policy? (Crossed by whether
respondent has pay as you drive insurance) .............................................................................................. 42
Figure 47. For what reasons did you choose to go through a local insurance agent to purchase your
insurance? ................................................................................................................................................... 43
Figure 48. For what reasons did you choose to go through a local insurance agent to purchase your
insurance? (crossed by length of time with current insurer) ....................................................................... 44

PAGE 49

Auto Insurance Shopping Report

MAY 2011

Figure 49. How likely would you be to consider using a method other than a local insurance agent to
purchase your auto insurance in the future? ............................................................................................. 45
Figure 50. For what reasons did you choose not to go through a local insurance agent to purchase your
insurance? ................................................................................................................................................... 46

PAGE 50


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