New data from Reston, Va.-based comScore Inc. underscores the growing importance of the online channel for insurers.

A study, which combined analysis of the online behavior of 1 million U.S. consumers with a more in-depth survey of 2,000 U.S. online consumers conducted in March 2009, found 63% of respondents went online to obtain price quotes. This dwarfed the percentage that indicated they called local insurance agents representing a single company (26%), or called independent agents (25%).

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