Car insurance brands must crack cross-device attribution to remain competitive, says Google, GFK and Nielsen report

Car insurance brands must adapt faster to people’s cross-device behaviours if they are to remain competitive, according to a UK report conducted by Google, GFK and Nielsen.

The advent of price comparison sites has led to an ever-increasing percentage of people researching online for the best deals ahead of buying or renewing any existing insurance policies. 

A total 82 per cent of consumers research insurance online before purchasing, while 62 per cent of those who auto-renew their policy also carry out their own research. Of those who do, 60 per cent do so online (two per cent offline), according to the report. 

Although nearly all (97.8 per cent) of people use a desktop or laptop when researching, one in five (20.7 per cent) of consumers use three devices – desktop/laptop, tablet and smartphone.

Over half (52 per cent) of UK motor insurance purchasers use a smartphone or tablet device at some point in their online research.

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