Commentary
Number of Auto Insurance Quotes Up 1/3 Last Year On The Web
- by Jack Loechner , Staff Writer @mp_research, April 21, 2008
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.