The consumer view of insurance purchase

The rise of price comparison sites has fundamentally changed the UK motor insurance market. But how do consumers use the sites? Ian Liddicoat reports on the findings of a new EMB tracking study.

Internet price comparison sites (PCSs) are changing the way UK consumers purchase personal insurance – fact. Over 40% of motor insurance policies are now bought through this channel. Against this backdrop, the aim of the EMB research is to discern the underlying patterns of consumer buying attitudes and behaviours, so that insurers – and the PCSs – can adapt their marketing and customer relationship strategies to the changing reality. The research takes place amongst a demographically representative sample selected from the CCB fast.MAP Consumer Voice panel, comprising 30,000 adults above the age of 18. Members are recruited from a number of sources to represent the UK based on age and gender.

The EMB-sponsored questions within the survey cover a range of topics including: use of PCSs; attitudes to insurance renewal; PCS selection and loyalty; price sensitivity; and satisfaction with motor insurers.


Click here to download the full research paper

For further information, please visit our Marketing Sciences website or email our experts on marketing-sciences@emb.com