ADOTAS – comScore, Inc. today released a study that demonstrates the role search plays in the online car insurance market. The study found that search-referred auto insurance quotes increased by 36% last year.
Growth in Online Auto Insurance Quotes:
Number of Requested Quotes 2006 2007 % Change
Search-referred Quotes 6,555 8,892 36%
Total Quotes 28,061 32,353 15%
“In 2007, more than a quarter of all online auto insurance quotes were referred by a search engine,” said Kevin Levitt, comScore vice president, in a statement. “With cost-per-clicks rising, especially for the most competitive generic terms, search marketers need tactical competitive intelligence to optimize their search spending.”
Generic paid search terms yielded the highest rate of quote requests, comScore reports. Clicks on paid links from generic search terms were most likely to result in a completed quote request. In fact, 33% of search-referred visits from generic paid search resulted in a completed quote request compared to 22% of generic organic search and 19% of branded paid search.
In addition to analyzing online behavior, comScore also asked consumers what action they would take if they wanted more information after seeing an auto insurance advertisement. The survey found that second only to visiting the Web site specified in the advertisement (26%), respondents reported they would most likely use search (22%) to find more information about a company.
The percentage of respondents that said they would use search to find a Web site or company jumped 8 points versus last year to 22%, underscoring consumers’ increasing reliance on search.