As a combined average, 42.3 percent of Europeans switching auto or household insurers, or buying for the first time, did so online last year, according to “Aggregation Metrics: Consumer Approaches to Insurance Comparison Sites in Europe,” a research paper from Finaccord. This up from 35.4 percent in 2008, making online aggregators and online comparison sites the fastest-growing distribution channel.

A survey of consumers in France, Germany, Italy, Poland, Spain and the United Kingdom found online acquisition channels increased in five of the six countries. The UK leads in online purchases, with 69.0 percent of new and switched motor and household policies; France had the lowest proportion of online purchases with 25.2 percent.

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