Why Aren’t More U.S. Consumers Using Insurance Comparison Shopping Sites?

Every year, Forrester surveys U.S. adults about their online and cross-channel (call center, in-person, mail) shopping behavior. In 2008, we found that more than 18 million U.S. consumers applied for, or purchased, auto insurance via the Web (versus 9 million in 2007). Surprisingly, only 9% U.S. online adult consumers used a comparison Web site when researching auto insurance. In comparison, more than 58% of UK online adult shoppers used a comparison site to purchase auto insurance in 2008.

So why aren’t more U.S. consumers using Insurance Comparison Shopping Sites? ...

Insurance Networking: Why Aren’t More U.S. Consumers Using Insurance Comparison Shopping Sites?