Over 25% of web car insurance quotes 'referred by search'

8th April 2008

More than a quarter of all online quotes for vehicle cover were referred by search activity last year, a new report has revealed.

According to comScore, the number of car insurance quotes referred by web searches rose by 36 per cent last year, taking the total number to 8.9 million over 2007.

Furthermore, some 22 per cent of people surveyed by the digital world analyst said they would search for information about a motor insurance company after seeing an advertisement for a car cover product.

This compared to 26 per cent who told the information services company that they would visit the firm's website after viewing such an ad.

Kevin Levitt, vice-president of the comScore, said: "In 2007, more than a quarter of all online auto insurance quotes were referred by a search engine."

Marketers looking to optimise search spending for the most competitive generic key phrases and terms should employ "tactical competitive intelligence", Mr Levitt added.

The report has been released after comScore found that General Motors was the heaviest web advertiser of all motor insurance companies in January.