comScore, a company that provides measurement and metrics of online behavior, recently announce the results of study on online life insurance search behavior. Their announcement (linked here) and subsequent webinar found that more than 16 million people used the Internet to search for information on life insurance policies in 2009. This is a 15% increase over the previous year. This also corresponded with requests for more than 2 million life insurance quotes online. This growth in life searches is something we've also seen in our business and will be the subject of our next Quarterly Online Insurance Index.
With the US population aging and the recent issues in the economy, its no surprise that more people are looking for information about life insurance. As in other insurance verticals, consumers are drawn to well-known brands in the life insurance space according to the comScore study. Top producers should take advantage of this information in their interactions with online consumers. Make sure to prominently mention the carriers whose products who you write early in the conversation. Also, engage the consumers about their online search experience and how it relates to their plans to purchase a policy. Are they just researching? What are their goals?
Posted In: Insurance News