Summary
US auto insurance carriers like Progressive and GEICO have grown their online channels significantly over the past few years. Yet in 2006, online applications accounted for only 5% of total auto insurance applications. Forrester recently surveyed 4,410 US auto insurance applicants and found that online applicants are younger, wealthier, and more savvy online. Those who did not apply online are less likely to use the Internet and have a high demand for personalized service when researching and applying for auto insurance policies. To attract even more prospects to their Web sites during the research and application process, auto insurance carriers must tailor their sites to meet the needs of those who have not fully embraced the online channel by employing site messaging and tools that humanize the channel.
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