Younger auto insurance shoppers are more likely than older shoppers to select a brand based on Web site information and navigation rather than on price, according to new research from J.D. Power.

The 2014 Insurance Website Evaluation Study (IWES) by the global marketing information services company is based on more than 3,000 service evaluations and more than 4,000 shopping evaluations. Fielded in February and March 2014, IWES measures online consumer experiences—among both shoppers seeking quotes and existing customers conducting policy servicing activities.

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