As digital channels become moreestablished, it is easy to forget the degree to which consumers still rely upon the agent channel. Indeed, a new survey from Accenture confirms that these new channels will augment rather than supplant long-established ones.

The survey, which queried 2,500 individuals in North America, found that the agent network remains the preferred method to buy insurance among respondents. Even among 25- to 34-year-olds, 59% said they prefer buying insurance from agents as opposed to the 31% who indicated a preference to purchase online.Nonetheless, the numbers indicated a proclivity for younger consumers to use the Web and social media as a research tool. For example, 75% of 25- to 34-year-old respondents said they would be interested in using insurance aggregators prior to buying a policy, while only 55% of the entire sample population expressed an interest in doing so.

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