| Number of Auto Insurance Quotes Up 1/3 Last Year On The Web |
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Monday, April 21, 2008
comScore
recently released results of a study into the role search plays in the Online
auto insurance market, showing that the number of search-referred quotes grew
to 8.9 million in 2007, a 36-percent increase versus the previous year. This is
particularly impressive when compared to the 15-percent overall growth in the
number of online auto insurance quotes requested in 2007, concludes the
report.
Kevin Levitt, comScore vice president, noted that "In 2007, more than a quarter of all online auto insurance quotes were referred by a search engine." Clicks on paid links from generic search terms were most likely to result in a completed quote request, with 33 percent of search-referred visits from generic paid search resulted in a completed quote request compared to 22 percent of generic organic search and 19 percent of branded paid search.
The survey found that 26% of the respondents visited the Web site specified in the advertisement to find more information about a company, while 22% reported they would most likely use search to find more information. The percentage of respondents that said they would use search to find a Web site or company jumped 8 points versus last year, underscoring consumers' increasing reliance on search.
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