Trends Report

Getting The Online Auto Insurance Word Out

Auto Insurance Purchasers Frequently Do Not Know About Online Applications

February 8th, 2008
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
Bill Doyle, null
Bill Doyle
With contributors:
Carrie Johnson , Brendan McGowan

Summary

The number of US online consumers applying for auto insurance over the Internet has more than tripled in the past five years. With such staggering growth, auto insurance eBusiness managers must understand these current online applicants — and also those who don't yet apply online — in order to drive eBusiness forward. While traditional firms struggle with barriers to Web success — namely channel conflict concerns with agents — they must increase their focus on online applications to keep up with consumer and competitor activity. eBusiness managers should streamline the online application process and then attack the basics like better awareness and marketing of the channel to fuel further online growth.

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