Every year, Forrester surveys U.S. adults about their online and cross-channel (call center, in-person, mail) shopping behavior. In 2008, we found that more than 18 million U.S. consumers applied for, or purchased, auto insurance via the Web (versus 9 million in 2007). Surprisingly, only 9% U.S. online adult consumers used a comparison Web site when researching auto insurance. In comparison, more than 58% of UK online adult shoppers used a comparison site to purchase auto insurance in 2008.   So why aren’t more U.S. consumers using Insurance Comparison Shopping Sites?

Many U.S. insurers already use a comparison site strategy to generate demand. Progressive has communicated the value of comparison price shopping in their advertising for years. In addition, Esurance recently purchased Answer Financial to offer is customers comparison pricing. Several factors influence consumer adoption of comparison shopping sites including:

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