May 12, 2010
The National Underwriter looks to AIS Media CEO Thomas Harpointner to discuss the results of AIS Media’s “2010 Insurance Customer Interactive Media Usage Survey.”
Mr. Harpointner said in an interview that his company’s research has found that, “Consumers are embracing the Internet at a much faster pace than insurers.”
Insurance firms, he noted may have a website, but simply sending consumers notice with a home page address is “inappropriate.”
Everyone goes to a home page. It’s like a lobby in a building it’s not the actual destination. Simply advertising a home page confuses and frustrates consumers.”
In addition he said that besides irking consumers simply advertising that a firm has a homepage does not allow the company to track specific results from a marketing piece.
Click here to read the full article: Insurers Often Make Poor Use of Websites
Survey Highlights:
- When requesting an offer via postal mail, 59% of respondents prefer to visit the insurance company website to obtain additional information.
- Nearly one-third of respondents turn to search engines first when researching insurance policy options.
- One-third of respondents would purchase insurance policies online.
- 31% of respondents are dissatisfied with insurance company website usability.
- Customers prefer to receive insurance offers across multiple channels including interactive.
- Insurance customers purchase decisions are influenced by various marketing channels including interactive.
Click here to download your free copy of the survey results: 2010 Insurance Customer Interactive Media Usage Survey
