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© comScore, Inc. Proprietary.

Online Auto Insurance

Presented to IIABA ACT

(2)

© comScore, Inc. Proprietary. 2

comScore is a leading internet technology company that

provides Analytics for a Digital World

NASDAQ

SCOR

Clients

2,100+ Worldwide

Employees

1,000+

Headquarters

Reston, Virginia, USA

Global Coverage

Measurement from 172 Countries; 44 Markets Reported

Local Presence

32 Locations in 23 Countries

Big Data

Over 1.5 Trillion Digital Interactions Captured Monthly

(3)

© comScore, Inc. Proprietary. 3

comScore 2 Million Person Global Panel

Comprehensive View of Digital Consumer Behavior

Online Advertising Video Search Demo- graphic Profiles Online Behavioral Profiles E-Commerce Website and App Usage PC Smart phone TV Tablet Gaming POS Server V0113

(4)

© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

5

In the past 12 months, ownership of smartphones has risen from 47%

to 59% among those with a mobile device in the U.S.

Growth of U.S. Smartphone Installed Base Smartphone Growth Over the Past Year

Source: MobiLens™ : 3-mth rolling averages

50 70 90 110 130 150 170

#

P

hone

Us

e

rs

(

M

il

li

ons

)

Growth of U.S. Smartphone

Installed Base

Smartphone Not Smartphone

59%

47%

47% 49% 50% 51% 52% 53% 54% 55% 56% 58% 58% 59% 59%

Smartphone Penetration by Month:

43%

45%

0% 10% 20% 30% 40% 50% 60% 70% 80% J un-12 J u l-1 2 A ug-12 S ep-12 O c t-1 2 N o v-1 2 D e c-1 2 J an-13 F e b-13 M ar -13 A p r-1 3 M ay -13 J un-13

Mobile Financial Services

Penetration of

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© comScore, Inc. Proprietary. 6

Smartphones and Tablets have driven a

doubling of time

spent

with digital media over past 3 years

416

477

81

381

100

May 2010 U.S.

May 2013 U.S.

Tablet

Smartphone

Desktop

+93%

Total Digital Media Time Spent (Billions of Minutes) by Platform

Source: comScore Media Metrix Multi-Platform, U.S., May 2013 vs. May 2010

+370%

(7)

© comScore, Inc. Proprietary. 7

Overall desktop audience is flattening, while mobile is steadily

growing - more people are engaging on multiple platforms

0 50,000 100,000 150,000 200,000 250,000

Feb-2013 Mar-2013 Apr-2013 May-2013 Jun-2013

PC UV (000) Mobile UV (000) Overlapped UV (000)

Desktop Audience Trend

Total Digital Populations (000) by Platform

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© comScore, Inc. Proprietary. 8

0

50,000

100,000

150,000

Amazon Sites

eBay

Wal-Mart

Apple.com Sites

Target Corp.

Best Buy Sites

The Home Depot

Etsy.com

Lowes.com

Sears.com

PC Only

PC + Mobile

Mobile Only

One third of the average retailer’s monthly web site

visitors now arrive exclusively via mobile devices

Selected Leading Retailers: Total U.S. Digital Population

Unique Visitors (000) by Platform

Source: comScore Media Metrix Multi-Platform, U.S., June 2013

The average Top 50 retailer extends

its desktop audience by

54% via mobile channels

Note: Mobile = Smartphone + Tablet

149M

91M

59M

55M

37M

28M

25M

19M

18M

18M

(9)

© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary.

Shopping & Buying Insurance

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

Online Insurer Quotes Decreased 4% Y/Y In 2012, With Over 32 Million

Annual Submits

9.8

10.7

13.6

13.8

17.6

17.1

17.6

16.6

9.5

11.7

13.3

13.2

14.5

15.6

16.5

16.0

2005

2006

2007

2008

2009

2010

2011

2012

Annual Quotes Submitted – Insurers Only (in Millions)

Q1/Q2

Q3/Q4

Y/Y %

Change

+16%

+20%

+0%

+19%

+1%

+5%

-4%

22.4

26.9

26.9

32.1

32.6

34.1

32.7

*Additional Insurance sites were included in the insurance visitor set:

Q1 07 – 21st.com, TheHartford.com

Q1 08 – LibertyMutual.com, TheGeneral.com Q1 09 – travelers.com, safeauto.com

Q1 11 – usaa.com, directgeneral.com, farmers.com, unitrindirect.com, amica.com, calif.aaa.com

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© comScore, Inc. Proprietary.

Top Insurers Overall and for Online Quotes

17.9%

10.2%

9.7%

8.4%

6.0%

4.8%

4.1%

2.0%

1.3%

State Farm

Allstate

GEICO

Progressive

Farmers/21st

Liberty Mutual

Nationwide

Travelers

The Hartford

5.6%

19.9%

28.8%

22.8%

4.0%

3.2%

3.9%

1.7%

2.9%

State Farm

Allstate/Esurance

GEICO

Progressive

21st Century

Liberty Mutual

Nationwide

Travelers

The Hartford

Source: comScore, Inc. Source: AM Best

2012 % of Online Insurer

Quotes Submitted

2012 % of US Auto

Insurance Premiums

USAA – 4.9% Share

American Family –

1.9% Share

(20)

© comScore, Inc. Proprietary.

GEICO captured 29% share of Insurer Submitted Quotes in 2012

29%

31%

32%

31%

30%

28%

27%

29%

38%

33%

30%

30%

29%

30%

27%

23%

15%

15%

16%

13%

14%

12%

13%

14%

8%

8%

9%

8%

8%

6%

6%

6%

3%

4%

4%

6%

4%

4%

7%

5%

5%

2%

3%

7%

5%

2%

3%

5%

4%

2%

2%

1%

2%

3%

4%

4%

4%

3%

3%

3%

3%

2%

2%

2%

3%

2%

3%

3%

2%

1%

2%

2005

2006

2007

2008

2009

2010

2011

2012

travelers.com

safeauto.com

thehartford.com

libertymutual.com

nationwide.com

aig/21st.com

thegeneral.com

statefarm.com

allstate.com

esurance.com

progressive.com/progr

essiveagent.com

geico.com

(21)

© comScore, Inc. Proprietary.

Annual Policies Purchased were flat Y/Y in 2012. Market is dominated

by GEICO and Progressive.

0.4

0.4

0.7

1.0

1.2

1.5

1.5

1.6

1.5

0.3

0.6

0.9

1.2

1.1

1.3

1.4

1.5

1.6

2004

2005

2006

2007

2008

2009

2010

2011

2012

Annual Policies Purchased

(Millions)

Q1/Q2

Q3/Q4

(22)

© comScore, Inc. Proprietary.

22

GEICO, State Farm, Progressive most visited sites

Online Auto Insurers: Unique Visitors

(in Millions)

PC Data Only

15.7

13.3

9.4

6.5

3.5

4.1

3.3

2.9

2.7

1.9

1.0

0.6

16.3

13.6

8.8

7.5

3.9

3.6

3.2

2.2

1.8

1.7

1.0

0.3

Q1 2013

Q2 2013

(23)

© comScore, Inc. Proprietary.

State Farm ranked among the top 10 U.S. Online Display Advertisers

in 2012

(24)

© comScore, Inc. Proprietary.

Amfam saw a 26% increase in traffic Y/Y with 1.5 million visitors in Q4

2012

* 148 * 111 * 240 244 424 349 297 444 * 646 1,547 1,858 7,149 149 213 89 146 265 109 366 350 296 389 542 703 552 1,232 1,788 6,803

unitrindirect.com

auto-owners.com

titaninsurance.com

commerceinsurance.com

insuranceagents.com

gmacinsurance.com

amica.com

erieinsurance.com

infinityauto.com

directgeneral.com

mercuryinsurance.com

csaa.com

safeco.com

amfam.com

farmers.com

usaa.com

Unique Visitors to Expanded Set Insurer Sites Y/Y (in Thousands)

Q4 2011

Q4 2012

*Farmers.com includes data to farmers.com as well as farmersagent.com * = denotes small sample

(25)

© comScore, Inc. Proprietary.

25

While Liberty Mutual Insurance saw a decrease Q/Q in online display

ad impressions in Q2 2013, Safeco saw a significant increase

Liberty Mutual/Safeco Online Display Ad Impressions (in Millions)

599

1,099

1,404

883

1,220

348

842

957

815

709

238

254

422

44

523

Q2 12

Q3 12

Q4 12

Q1 13

Q2 13

(26)

© comScore, Inc. Proprietary.

26

Safeco saw a significant Q/Q increase in unique visitors in Q2 2013

with over 950K

Safeco Unique Visitors

(in Thousands)

*Denotes small sample size

580

646

679

956

(27)

© comScore, Inc. Proprietary.

27

Safeco’s increase in traffic Q/Q is due in part to several new landing

pages in Q2 that had significant traffic

There were 82K unique visitors to the

Save When You Switch landing page

and 55K to the Accident Forgiveness

page in Q2 2013, both of which had

(28)

© comScore, Inc. Proprietary.

28

Travelers was relatively flat in quotes submitted Q/Q, but has pulled

back in search, display, and affiliates

Travelers

1.6

2.6

2.1

0.9

0.3

Q2 12

Q3 12

Q4 12

Q1 13

Q2 13

Online Display Ad Impressions (in Billions)

2.4

1.8

1.9

1.7

114

132

76

71

0

50

100

150

200

250

0

1

1

2

2

3

Q3 12

Q4 12

Q1 13

Q2 13

Unique Visitors (MM) and Quotes Submitted (000)

Unique Visitors Quotes Submitted

Q/Q Chg.

Travelers: -6% Industry: -2%

(29)

© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary.

(30)

© comScore, Inc. Proprietary. 30

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© comScore, Inc. Proprietary. 31

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© comScore, Inc. Proprietary. 32

People (23% unlike to purchase online in the future) want to talk to

someone

(33)

© comScore, Inc. Proprietary. 33

(34)

© comScore, Inc. Proprietary.

© comScore, Inc. Proprietary.

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© comScore, Inc. Proprietary.

UBI positioning within the quote process

Insurer

Device

Positioning within Quote Process

Progressive

SnapShot

At the Final Details step before the Quote Submit page

Also a separate Snapshot Test enrollment process

State Farm

Drive Safe &

Save

Step: Vehicles

Section: Add Vehicles

Allstate

Drive Wise

Section: Additional Discounts

Step: Discounts

Esurance

DriveSense

Step: Primary Driver Information – Continued

Section: Discounts

Esurance

(PAYD)

Drive Less Save

More

Step: Discounts & Savings

Section: Discounts & Savings

Nationwide

SmartRide

Step: Discounts

Section: Discounts

The Hartford

TrueLane

Section: 3

Step: Vehicle Info

rd

section on the Vehicle tab

Travelers

IntelliDrive

On the quote submit page (select quotes only)

(36)

© comScore, Inc. Proprietary.

Insurers who offer online bundling

Insurer

Bundle

Opportunities

Bundle From Auto

Bundle From

Home/Renters

Outcome

Allstate Auto + Renters

Yes – Discounts page; page of renters questions after Discounts

within the auto process

Yes (Renters) – from quote initiation screen (taken directly to

auto process first)

Buy both policies Esurance Auto + Renters (RentersPlus endorsement on Auto Policy)

Yes – quote summary page (certain states only); additional renters

questions asked during policy purchase

Yes (Renters) – Landing page before quote initiation screen (taken directly to auto process

first)

Buy both policies

Progressive* Home/Renters + Auto

Yes – pop-up before quote initiation page; complete auto quote and then

home/renters quote

No – Bundle discount reminder displayed in the side panel throughout the quote process,

but not option to add auto

Buy both policies

The Hartford Auto + Home

Yes – quote summary page (certain states only); shoppers continue to get a homeowners quote and receive

a bundled price for both policies

No – standalone homeowners quoting not available online

Call agent to bundle Liberty Mutual Auto + Home/Renters

Yes – quote summary page (certain states only); shoppers can add renters insurance by answering 2

additional questions

Yes – quote summary page (certain states only); shoppers can get an auto quote to add on

to homeowners

Call agent to bundle

Farmers Auto + Home/Renters

Yes – Shoppers who elect to add home or renters insurance to their auto quote automatically receive a

discount on auto

Yes – quote summary page; shoppers continue from the homeowners process to get an

auto quote

Call agent to bundle

*Progressive also has a “Bundle and Save” option on its homepage with the option to get a bundled quote, starting with the auto process

(37)

© comScore, Inc. Proprietary.

37

GEICO leads in online self-service

Overall Policy Management Content

Unique Visitors (In Thousands)

9%

10%

0%

2%

14%

-13%

-1%

4%

4%

7,208 4,252 2,888 2,523 748 745 673 588 438 7,889 4,658 2,887 2,564 855 648 666 611 457 GEICO Progressive State Farm Allstate Liberty

Mutual

Nationwide The Hartford Esurance 21st

Q1 2013

Q2 2013

(38)

© comScore, Inc. Proprietary. 38

Contact & Additional Information

Susan Engleson –

sengleson@comscore.com

,

703.234.2625

2013 Online Auto Insurance Report being released

next month!

comScore Thought Leadership

Digital Future in Focus

Mobile Future in Focus

State of Digital – Q4 2012

State of Retail – Q2 2013

References

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