What Matters When Americans Choose An Insurance Provider – And Where Do They Research?

Nearly half of Americans (46%) intend to purchase at least one type of insurance in the next 12 months, according to YouGov. Among consumers involved in insurance decisions, 70% say low prices or premiums are important when choosing a provider, followed by coverage that meets their needs (59%) and excellent customer service (53%). When researching providers, 38% rely on friends and family, 37% use price comparison websites and 31% contact an insurance agent or broker. Older consumers place greater importance on price, coverage and personal service, while younger consumers are more likely to turn to social media for information.

The findings create opportunities for insurance agencies, independent insurance brokers, auto insurers, home insurance providers, life insurance companies and financial services businesses. Sellers can help these advertisers emphasize competitive rates, coverage options, customer service and trust, while tailoring messages to the different priorities of younger and older consumers.