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Report: Traffic Increases to Online Auto Insurance Sites

New statistics show that an increasing portion of consumers are accessing smaller car insurance companies’ sites as well as the free coverage resources at sites like

Los Angeles, CA, March 07, 2011 --( A new report released last week by consumer-research company comScore shows that the volume of consumers visiting the websites of smaller car insurance companies surged between 2009 and 2010. The report also showed that traffic to a handful of sites that allow motorists to compare prices and buy car insurance online increased as well.

An official from the company said that the online coverage environment has largely been dominated by a few larger insurers that account for huge portions of traffic related to learning about and purchasing policies. But the results of the study show that this may slowly be changing.

While comScore has in the past only reported on the traffic statistics for a handful of the largest insurers in the country, this analysis looked at 14 small-to-mid-size insurers that the research organization hadn’t previously released year-to-year data for. The numbers showed huge increases for some sites. Unique visitor numbers for the fourth quarter 2010 were at least double the fourth quarter 2009 numbers for seven of the 14 insurers. And for one company’s site, 2010 numbers were more than quadruple the size of those for 2009.

The number of visitors to a sample of aggregation and quote-generation sites was also up dramatically. These sites have become increasingly popular in recent years, in part due to the fact that they allow motorists to compare a range of personally tailored quotes so quickly. Even state regulators have touted the usefulness of getting quotes through the Internet.

“The department recommends that you get three quotes when shopping. But with Internet shopping, three quotes take no time at all,” the Missouri Department of Insurance says in one informative brochure. “You could probably get 20 quotes in the same amount of time it takes to drive to or call three agents.”


To learn more about comparing and purchasing coverage, readers can go to where visitors will find informative resource pages as well as a free-to-use quote comparison generator that can be used to help jump-start the search for coverage.

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Online Auto Insurance
Benjamin Zitney

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