Google and Compete conducted a study to try to understand the mindset and behavior of those researching auto insurance online. Most surprisingly, 40% of auto insurance shoppers researched exclusively online, which means a significant share may not be exposed to a brand if it doesn't have an online presence. We also found that searchers were 3x more likely to buy policies with high premiums ($1.5K+), as compared with non-searchers.
- August 2010
40% of auto insurance shoppers researched exclusively online, which means that a significant share of potential buyers may not be exposed to your brand if you don't have an online presence. Learn more online and offline buyer behaviors from this Compete study, including:
- Searchers were 3X more likely to buy policies with high premiums ($1.5K+), as compared with non-searchers
- Online shoppers who only recalled online ads were 1.2X more likely to purchase auto insurance than those who recalled only offline ads
- For every 10 online shoppers who applied online, 9 additionally applied offline