How Canadian Insurance Customers Use Different Channels

Canadians still use the phone as their primary channel for insurance. In fact, the phone was the only channel used by a majority of online Canadian insurance customers in the past year, while fewer than one in three customers used an insurer's Web site in that time. Use of the Web is highest among younger customers and high earners. Canadian insurers stand to save millions of dollars if they can shift willing customers to the Web for simple self-service tasks like bill payment and claims tracking, but to do so they will need to develop Web site functionality that helps customers with basic insurance activities, promote it to their customers, and work with other channels to encourage online adoption.