December 20, 2005

How Consumers Research And Buy Car Insurance

This is the first document in the "Insurance Buyers' Journey" series.

by Elena Giovannini, Benjamin Ensor

with Martha Bennett

Executive Summary (This is a document excerpt)

Europeans are turning to the Net to research and buy car insurance — but behavior varies widely by country, with direct channel use in the UK well ahead of other countries. Elsewhere, many customers rely on advice from professionals or from family and friends. In every country, the customers who research online tend to focus on product features, particularly price, while those who use traditional channels tend to care more about having a relationship with a company that they trust.

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