Who's Researching Life Insurance Online?

Of the 3 million Americans who have researched life insurance during the past year, more than one in three used the Internet to do so, making it the second most popular research channel after researching in person. But researching on the Web often doesn't translate into a policy application through any channel. Low conversion rates are the result of a complex product and a low-commitment research channel. Life insurance eBusiness executives won't see the same online sales success that auto insurers are enjoying. But they can advance the conversation and encourage future applications through other channels.