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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