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For eBusiness & Channel Strategy Professionals

The US Home Insurance Buyer's Journey

Phone Is The Dominant Channel For Research And Applications

January 12, 2010


  • By Peter Wannemacher,
  • Chad Mitchell
  • with Benjamin Ensor,
  • Adele Sage,
  • Courtney Tincher,
  • Brendan McGowan

Why Read This Report

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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Table of Contents

  • Home Insurance Shoppers Use Multiple Research Channels But Buy Via Agents
  • Many Firms Struggle With Multichannel Home Insurance Selling

  • Executives Should Improve Cross-Channel Transitions To Win More Buyers
  • Supplemental Material
  • Related Research Documents

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