My colleagues Craig Beattie and Catherine Stagg-Macey published an interesting report back in April about the change in behavior of online shoppers when looking for car insurance policy online in the United Kingdom. The title of the report is "The Customer, Google, and UK Car Insurance: Lessons from Evolving Customer Search Behavior."

In summary, this study tells us that with the growing use of the Internet and aggregator websites when searching for the best car insurance products, online shoppers have become more educated and can now understand what a motor insurance product is all about. This self-education has allowed them to change their behaviour to look for tailored insurance products that not only better fit their needs, but also makes them less price-focused.

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