Consumer Searches on Life Insurance Climb
comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a
study on life insurance search activity in 2009. The study found that searches for life insurance
information grew to 16.6 million queries, an increase of 15 percent versus the previous year, as
more consumers turned to the Web to research policies. The study findings will be presented in
greater detail in the comScore complimentary webinar, New Growth Opportunity for Online Life
Insurance in a New Decade, on February 3. Further details and registration information can be
found below.
“As more Americans utilize the Internet to research life insurance policies for themselves or
family members, it is increasingly important for insurers to have a strong brand presence online,”
said comScore director Susan Engleson. “Now more than ever, the Internet is playing an
important role in this complex financial planning decision and insurers are experiencing varying
degrees of success at meeting online consumers‟ needs.”
In 2009, searches containing the term „life insurance‟ grew 15 percent from the previous year to
reach 16.6 million searches. During the same time period, consumers requested 2 million online
quotes for life insurance, demonstrating Americans‟ increased comfort and reliance on the
Internet when shopping for complex financial services.
Total Searches on Phrases Containing the
Term ‘Life Insurance’*
2009 vs. 2008
Total U.S. – Home/Work/University
Locations
Source: comScore Marketer
Searches (MM)
2008 2009 Percent
Change
Life Insurance
Searches
14.4 16.6
15%
*Based on broad match of the search term “life insurance”
An analysis of the top insurance sites visited following searches including the term “life
insurance” revealed that MetLife.com was the most frequented insurance site visited as a result
of the search, with 5.8 percent of total search clicks (paid and organic) landing on MetLife.com.
NewYorkLife.com was the second most re