Trends Report

The US Home Insurance Buyer's Journey

Phone Is The Dominant Channel For Research And Applications

January 12th, 2010
Peter Wannemacher, Principal Analyst
Peter Wannemacher Principal Analyst
CM
Chad Mitchell
With contributors:
Benjamin Ensor , Adele Sage , Courtney Tincher , Brendan McGowan

Summary

More than 100 million US online adults own home insurance, and one in 10 applies for a new policy each year. The phone is the most popular research channel, although roughly one-third of researchers look for information online and 20% research using more than one channel. Nearly one in four home insurance shoppers use a comparison Web site. Some 37% of home insurance shoppers cross channels between research and application. eBusiness and channel strategy executives should enhance their cross-channel selling strategies by promoting cross-channel options online, improving the desktop interface for call center reps, offering online assisted service, and adjusting agent incentives to promote multichannel sales.

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