The role of social media in the insurance industry is still a source of discussion among industry experts. Yet, results of a survey point to promotion and customer interaction as areas of interest for targeting young adults, men and high-income earners. Mintel Comperemedia surveyed 964 insured adults and found that these three groups are the most likely to already use social media for insurance research and communication.
When asked where they last researched insurance policies, only 4% of respondents said on a blog, online discussion group or social networking site. However, 10% of individuals making between $75,000 and $100,000 a year, 9% of those aged 25 to 34, and 6% of men researched policies on social media Web sites. Moreover, these adults were more likely to say they posted a question on a social networking site as part of their insurance research.
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