Number of Auto Insurance Quotes Up 1/3 Last Year On The Web
Number of Auto Insurance Quotes Up 1/3 Last Year On The Web
comScore recently released results of a study into the role search plays in the Online auto insurance market, showing that the number of search-referred quotes grew to 8.9 million in 2007, a 36-percent increase versus the previous year. This is particularly impressive when compared to the 15-percent overall growth in the number of online auto insurance quotes requested in 2007, concludes the report.
| Growth in Online Auto Insurance Quotes Total U.S. Home/Work/University Locations | |||
|
| Number of Requested Quotes (000) |
| |
|
| 2006 | 2007 | Percent Change |
| Search-referred Quotes | 6,555 | 8,892 | 36% |
| Total Quotes | 28,061 | 32,353 | 15% |
| Source: comScore, Inc., April 2008 | |||
Kevin Levitt, comScore vice president, noted that "In 2007, more than a quarter of all online auto insurance quotes were referred by a search engine."
Clicks on paid links from generic search terms were most likely to result in a completed quote request, with 33 percent of search-referred visits from generic paid search resulted in a completed quote request compared to 22 percent of generic organic search and 19 percent of branded paid search.
| Search-Referred Visits Resulting in a Completed Quote Request Total U.S. Home/Work/University Locations Full Year 2007 | |
| Search Term Type | % Resulting in Completed Quote |
| Branded Organic | 11% |
| Branded Paid | 19% |
| Generic Organic | 22% |
| Generic Paid | 33% |
| Source: comScore, Inc., April 2008 | |
The survey found that 26% of the respondents visited the Web site specified in the advertisement to find more information about a company, while 22% reported they would most likely use search to find more information. The percentage of respondents that said they would use search to find a Web site or company jumped 8 points versus last year, underscoring consumers' increasing reliance on search.
| Consumer Activity After Seeing an Auto Insurance Advertisement Total U.S. Home/Work/University Locations | |||
|
| Percent of Respondents |
| |
| Consumer Activity | 2007 | 2008 | Point Change |
| Visit a web site specified in the ad | 29% | 26% | -3 |
| Use search engine to find a website for the company | 14% | 22% | 8 |
| Visit the company website to find the name/phone number of a local agent | 16% | 20% | 4 |
| Call a toll free number in the ad | 13% | 9% | -4 |
| Not sure | 15% | 9% | -6 |
| Look online at a site other than the company website for name/phone number of a local agent | 8% | 8% | 0 |
| Look offline for the name/phone number of the local agent | 6% | 7% | 1? |
| Source: comScore, Inc., April 2008 | |||
For more information, please visit comScore here.
To receive a copy of the report when it is released, please visit here.
JACK LOECHNER
Center for Media Research
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