Carrie Burns recently wrote about a survey from showing that 83% of U.S. consumers are planning to try to reduce their auto insurance premium in the next six months. Economic indicators show the U.S. economy is slowly stabilizing, and all signs point toward a continued improvement in 2010. Yet the survey shows consumers will continue to comparison shop even as the economy improves.

Forrester’s Q3 2009 Insurance and Investments consumer survey shows that 42% of all U.S. online adults were influenced by online comparison-shopping when applying for auto insurance. In fact, online comparison-shopping sites influenced more than five out of 10 U.S. Gen Y and Gen X consumers (see Figure 1).

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