Consumers are using the Web more than ever to research insurance policies and request quotes: Searches containing the term "life insurance" grew to a record high of 16.6 million queries in 2009, up 15% from the previous year, according to a study from comScore.
Consumers also requested 2 million online quotes for life insurance during the same period, demonstrating Americans' increased comfort and reliance on the Internet when shopping for complex financial services.
MetLife.com was the insurance site most visited as a result of the search term "life insurance," accounting for 5.8% of search clicks (paid and organic), followed by NewYorkLife.com (2.8%), and StateFarm.com (2.5%).
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"As more Americans utilize the Internet to research life insurance policies for themselves or family members, it is increasingly important for insurers to have a strong brand presence online," said comScore Director Susan Engleson.
"Now more than ever, the Internet is playing an important role in this complex financial planning decision, and insurers are experiencing varying degrees of success at meeting online consumers' needs."