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Online Searches for Life Insurance Up 15%

February 3, 2010

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. 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 (2.8%), and (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."

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  • by Alana Lynne Mon May 5, 2014 via web

    I am looking into getting car insurance on my husbands new truck. I want to go with a new company rather then our old company. I am looking to get quotes and learn which company has the best deal. Thank you for all your information you have shared with us.

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