Life Insurance Searches Soar in 2009
The Internet is increasingly becoming a go-to source of information for life insurance, according to comScore.
According to the company, 16.6 million searches for queries containing “life insurance” were conducted in 2009 in the U.S., up by about 2.2 million, or 15 percent, from the 14.4 million searches seen in 2008.
In 2009, U.S. consumers also requested 2 million online quotes for life insurance, “demonstrating increased comfort and reliance on the Internet when shopping for complex financial services,” according to the company’s press release.
This is a trumpet call for insurers to make sure that they have “a strong brand presence online,” according to Susan Engleson, comScore director.
MetLife.com was the most frequently visited Web site visited as a result of “life insurance” searches in the fourth quarter of 2009, according to comScore, with 5.8 percent of total search clicks (paid and organic).
NewYorkLife.com was second with 2.8 percent of search clicks, followed by StateFarm.com with 2.5 percent of clicks.
SelectQuote.com ranked fourth with 1.7 percent of search clicks, while Accuquotelife.com was fifth with 1.6 percent. GerberLife.com fell into line with 1.5 percent of clicks, followed by RelianceLife.com with 1.4 percent, GlobeontheWeb.com with 1.2 percent and Prudential.com with 1.2 percent.
HSBC.com rounded out the top 10 list with 1.1 percent of total search clicks, according to comScore.
“The Web gives insurers another touch point to engage with consumers on various levels,” Engleson said. “Whether it’s providing information on coverage options or fulfilling a quote request, the Internet often represents a critical decision-making phase in the life insurance purchase funnel.”
Source:
