Emerging Auto Insurance and Aggregator Sites Attracting Meaningful Share of Online Auto Insurance Market

comScore Releases Expanded Online Auto Insurance Benchmarker Covering More Insurers and Aggregator Sites

Mar 04, 2011, 13:08 ET from comScore, Inc.

RESTON, Va., March 4, 2011 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today announced the availability of an expanded competitive set of insurers and aggregator sites for its online auto insurance benchmarker. In Q4 2010, these additional sites accounted for 724,000 submitted quotes, making up 8 percent of quotes submitted online.

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"The online auto insurance market has been dominated by only a handful of insurers over the past few years, with GEICO and Progressive comprising over 50 percent of all quotes submitted online," said comScore director Susan Kleinman. "But as more consumers look to the Internet to shop for insurance policies, there is an opportunity for more insurers to break into the online market."

Visitation to Additional Auto Insurance Sites

The comScore online auto insurance benchmarker includes key metrics such as visitation and quoting activity for insurance sites. The expanded set of sites saw growth across the board over the past year, with many sites achieving triple-digit gains. USAA.com (which includes content on all of its products and services apart from insurance) led the way among the set of additional sites with 6.5 million visitors, followed by American Family (1.3 million visitors) and Mercury Insurance (686,000 visitors).


Recently Added Online Auto Insurance Sites by Total Unique Visitors

Q4 2010 vs. Q4 2009

Total U.S. - Home and Work Locations

Source: comScore Online Auto Insurance Benchmarker

Insurer Domain

Total Unique Visitors (000)

Q4 2009

Q4 2010

Percent Change

Total Insurer Site Visitors with Expanded Competitive Set

-

50,957

-

Total Insurer Site Visitors without Expanded Competitive Set

-

42,056

-

USAA.com

4,095

6,488

58%

AmFam.com

573

1,330

132%

MercuryInsurance.com

308

686

123%

CSAA.com

546

686

26%

DirectGeneral.com

142

531

275%

SafeCo.com

369

503

36%

Amica.com

189

397

110%

ErieInsurance.com

196

331

69%

InfinityAuto.com

98

215

119%

GMACInsurance.com

168

205

22%

UnitrinDirect.com

155

190

23%

Auto-Owners.com

168

171

2%

CommerceInsurance.com

61

164

168%

TitanInsurance.com

36

151

315%




*Insurer industry includes: 21st.com, allstate.com, esurance.com, geico.com, libertymutual.com, nationwide.com, progressive.com, progressiveagent.com, safeauto.com, statefarm.com, thegeneral.com, thehartford.com, travelers.com

Insurance Aggregator Landscape Changing

In addition to the growing number of insurers expanding their reach online, additional insurance aggregators (online agencies and online lead generators) have grown their share of the online auto insurance market due to the entrance of newcomers and the acquisition of existing sites by competitors.  

In Q4 2010, aggregator All Web Leads attracted 6.8 million unique visitors to its sites. Its most visited sites were USInsuranceOnline.com (1.8 million visitors), GiveMeInsuranceQuotes.com (1.3 million visitors), and Discount-Car-Insurance-Rates.com (1.2 million visitors). CarInsurance.com (574,000 visitors) and InsureMeOnline.com (416,000 visitors) also attracted sizeable audiences.


Recently Added Insurance Aggregators Ranked by Total Unique Visitors

Q4 2010 vs. Q4 2009

Total U.S. - Home and Work Locations

Source: comScore Online Auto Insurance Benchmarker

Aggregator Domain

Total Unique Visitors (000)

Q4 2009

Q4 2010

Percent Change

All Web Leads*

4,095

6,809

66%

   USInsuranceOnline.com**

1,441

1,764

22%

   GiveMeInsuranceQuotes.com**

1,553

1,345

-13%

   Discount-Car-Insurance-Rates.com**

1,109

1,188

7%

CarInsurance.com

482

574

19%

InsureMeOnline.com

295

416

41%

QualityAutoInsurance.com

80

171

113%

ChoiceAutoInsurance.com

100

155

54%

AISInsurance.com

44

53

22%




*All Web Leads includes all domains owned by All Web Leads

**Traffic also included in All Web Leads

The expanded comScore report covers visitation metrics for the sites above and will also include online initiated and submitted quotes for All Web Leads domains, CarInsurance.com, Amica (Amica.com), the Automobile Club of Southern California (Calif.AAA.com), Direct General (DirectGeneral.com), Farmers (Farmers.com), Unitrin Direct Auto Insurance (UnitrinDirect.com), and USAA (USAA.com).

comScore's standard auto insurance benchmarker currently includes 13 insurance sites and 7 aggregator sites and provides data on visitation, online quoting, online purchasing and many additional reports such as source of traffic, cross shopping, online servicing, and demographics.

For additional information on comScore Insurance solutions, please contact Susan Kleinman at skleinman@comscore.com.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.



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