The modern-day searching and buying patterns used by consumer for insurance are shifting, and insurance companies cannot rely on traditional channel strategies to reach them, according to a study released by IBM today.

More than 60% of 21,000 consumers polled in IBM’s global survey indicated that they are planning to use more than one interaction point, such as phone, Website or face-to-face meeting, to purchase their insurance policies. One-fifth of the respondents shared they use more than four different interaction points to search and compare their insurance options.

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