Commentary

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 QuotesTotal 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 RequestTotal 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 AdvertisementTotal 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.

 

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