Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

The US Life Insurance Buyer's Journey

Most Buyers Research On The Web Or In Person; Few Apply Online

January 12, 2010


Why Read This Report

Half of US adults own life insurance, and roughly 25 million apply for a new policy each year. The Web has recently overtaken agents as the most commonly used channel among US life insurance researchers. Among those who research their policy, two-fifths look for information online, while another two-fifths visit an agent, but just 3% do both. Online comparison sites are playing an important role: 15% of recent life insurance buyers used one. When it comes to quoting and applying, however, in-person visits with agents remain Americans' preferred channel. Age, online experience, and the perceived security of the Web all affect consumers' channel preferences. eBusiness and channel strategy executives should guide shoppers through the buying process by helping prospects find their nearest agent or by offering an online chat or click-to-call with a company representative on the firm's private site.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • US Life Insurance Shoppers Research Online, Buy Offline
  • Agents Remain Critical, But The Web Is Changing The Life Insurance Distribution

  • Most Applications Remain Offline, But Life Insurers Must Be Multichannel
  • Supplemental Material
  • Related Research Documents

Recommended Research