Survey into UK Online Insurance buying habits.

1. Online Insurance Buying Survey October 2015
Online insurance activity grows as does omnichannel focus

2. Introduction
Welcome to the 2015 online insurance buying survey
We hope you find this short guide useful in helping you with your online marketing
decision making. In September 2015 we revisited a previous survey (February 2013)
to find out about consumer insurance buying habits. When asked: “What products do
you buy online?”, we found the following:
• 67% of people bought their motor insurance online (a 7% increase from when the
initial study was carried out)
• home insurance was purchased online by 36% (this also increased by 7%)
• travel insurance almost doubled to 34% (when previously questioned,18% had
bought the product on a mobile device)
• the amount of people buying pet insurance online almost tripled to 23%
(compared to just 8% previously)
• health insurance purchases remained the same at 5%
• life insurance doubled from 4% of sales made online (Feb 2013) to 8% (September
2015)
Read on for more insights into UK consumers online insurance buying habits.

3. The Questions
We repeated our 2013 online insurance buying survey
1. Have you ever bought insurance online or on your mobile phone?
2. If yes, what insurance have you bought online / mobile phone?
3. If you do buy or have bought online or using your mobile phone, how do you
normally find the product or company you buy from?
4. If you do not buy insurance online or using your mobile phone, what stops you?

4. Question 1
Have you ever bought insurance online or on your mobile phone?
Answer Percentage*
Yes, I have bought insurance online but not using
my mobile phone
58%
Yes, I have bought insurance using my mobile
phone but never online
5%
Yes, I have bought insurance both online and
using my mobile phone
10%
No, I have never bought insurance online or via
my mobile phone
27%
Key Takeaway
There is a growing trend in buying insurance online. If you are not targeting or reaching
out to potential customers you are missing a huge amount of business. It might be time
to invest in upgrading your website or adding online facilities.

5. Question 2
If yes, what insurance have you bought online / mobile phone?
Reason Percentage*
Motor insurance 67%
Home Insurance 36%
Pet Insurance 23%
Travel Insurance 34%
Life, Health or Other Insurance 18%
Key Takeaway
While car insurance still leads the way in online insurance buying there is still a wide range
of insurance products being bought online. Do you have all of these products available to
purchase online?
*Respondents were able to choose more than one answer

6. Question 3
If you do buy or have bought online or using your mobile phone, how
do you normally find the product or company you buy from?
Reason Percentage*
Search engine (eg Google, Yahoo!) 45%
Visit a site direct 26%
Via an email 11%
Using a price comparison site 56%
Recommendation 11%
Social Media / TV Advertising 11%
Key Takeaway
Customers are using more than one online method to buy their insurance. Are you
working with more than one way to reach your target audience online? It might be an
idea to look at other options to improve the ability of your marketing to convert.
*Respondents were able to choose more than one answer

7. Question 4
If you do not buy insurance online or using your mobile phone, what
stops you?
Reason Percentage*
Hard to navigate the website you visited 14%
The online process is too long 14%
Your insurance provider does not sell online 18%
You are worried about security surrounding
online payment
39%
Other 21%
*Respondents were able to choose more than one answer
Key Takeaway
By far the biggest issue is security around paying for insurance online. Make sure you
have all the trust signals in place, SSL certificates, independent reviews, secure online
payment gateway. This will help increase your online sales conversions.

8. Summary
As you can see, online insurance take up is growing, and so is the number of different
ways customers are researching and engaging with product providers.
Insurance buying habits are no longer a simple linear process, even online customers
are using multiple sources or multiple devices to find out about products.
Companies could be missing out if they are not present where potential customers
are looking.
Having online facilities will go a long way to help companies engage. But also making
sure they understand where their target audiences are, and what ways they buy, will
prove to be the defining reason for success.
Putting all your online marketing eggs in one basket is not going to help sustain or
grow a business.

9. About Speedie Consultants
Established in 2003, Speedie Consultants Limited offers an all around online marketing experience with a proven
track record. With over 50 years’ worth of combined marketing experience, we offer the full digital marketing
package, from SEO copywriting services to link building; affiliate programmes to video marketing; business
consultancy to PR; and, social media marketing.
Clients can take the whole package, or just choose the services they need in order to enhance their online
presence. All our clients are important to us, from one-man operations to SME’s to household names (we have
worked with TescoCompare, Confused and Protect your bubble).
We have a real passion for internet marketing, and a solid, long standing, reputation within the internet marketing
industry. Our services include:
• building and maximising affiliate marketing programmes
• web content provision
• providing internet consultancy services
• providing PR production and / or distribution services
• offering video creation and marketing
• offering organically grown link building campaigns
• creating and managing blogs on behalf of clients
• writing and syndicating articles for SEO benefits
• exploiting social media marketing.
We are proud to offer what we believe is a reliable, personal and very cost-effective service – you can benefit from
‘City’ knowledge at rural prices!

10. Contact Us
To see how we can help you grow your online insurance marketing activity please
contact:
Jason Hulott
Business Development Director
Tel 01843 831088
Mob 07940 521056
Email jason@speediepr.co.uk