Auto Insurers Need a Multipronged Approach To Reach US Online Consumers

Forrester data shows that 49% of US online adults who have opened an auto policy did so with a carrier they already had a relationship with; the other 51% used a variety of tools, such as insurer websites and search engines, to research their coverage options. For consumers looking for price transparency and convenience, comparison review websites offer an alternative to carrier websites and search engines when finding coverage. Millennials are more likely to use comparison review websites when exploring auto insurance, although both Gen Xers and Boomers also use them prominently for research.