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  4. > Aggregation Metrics: Consumer Approaches to Insurance Comparison Sites in France

Based on a survey of over 1,000 consumers, Aggregation Metrics: Consumer Approaches to Online Insurance Comparison Sites in France offers new insights into the current development and future prospects of insurance aggregators in France.

It examines the degree to which French consumers research and purchase any kind of insurance online plus the size of the available market for the key products of motor and household insurance, as defined by new customers and switchers; it then analyses the distribution channels and interfaces used for acquiring these policies in France, highlighting both the share of aggregators and the share of online sales in general, including indicators for the speed at which these are growing.

Moreover, it investigates the extent to which online insurance buyers in France are using tablet computers or mobile phones for this purpose, as opposed to regular laptop or desktop computers, and establishes whether propensity to use aggregators is influenced by age and / or annual household income. In addition, it benchmarks the performance of eight of the leading insurance comparison sites in France in terms of awareness levels, conversion rates and sales.

For many analyses, the latest data for 2012 is compared with that from a previous survey undertaken on the same subject in 2008 to show how the environment for insurance aggregators has evolved over time.

Key features of this report and the consumer data file that accompanies it include:

- unique data showing whether French consumers use one, two, three or up to seven or more websites when researching insurance products;

- standardised figures illustrating distribution channels employed for acquiring motor and household insurance, differentiating between 'available' customers buying for the first time or switching provider and customers simply renewing a policy bought in a previous year;

- similar statistics showing the distribution interfaces used for the same two policy types in France with a split between sales in a face-to-face setting, online sales, telephone sales (both inbound and outbound) and postal sales;

- performance benchmarking for eight of the leading aggregators (namely, assurland.com, Hyperassur, KelAssur.com, LesFurets.com, LeLynx.fr, LeComparateurAssurance.com, misterassur.com and Mutuelle-Conseil) in order to indicate rates of recognition, usage to research insurance and usage to actually buy insurance;

- survey results that outline planned usage of online insurance comparison sites in France and how future utilisation is likely to vary between previous users of aggregators and non-users.

Table Of Contents

Aggregation Metrics: Consumer Approaches to Insurance Comparison Sites in France
Table of Contents

0 0 EXECUTIVE SUMMARY 4
1 0 INTRODUCTION 5
What is this report about? 5
Rationale 5
European consumer research 5
Other international research reports 7
2 0 SURVEY ANALYSIS 9
Introduction 9
Consumer propensity to research and purchase insurance products online 10
Overview 10
Segmentation by age and annual household income 12
Number of websites consulted when researching insurance online 15
Motor insurance 17
Switchers and new buyers within the total 17
Distribution channels 18
Distribution interfaces 20
Cross-tabulation of distribution channels and interfaces 22
Household insurance 24
Switchers and new buyers within the total 24
Distribution channels 25
Distribution interfaces 28
Cross-tabulation of distribution channels and interfaces used 31
Combined analysis of motor and household insurance 32
Devices used for online purchases 32
Overlap in usage of aggregators 33
Use of aggregators by socio-demographic group 34
Use of aggregators for other insurance products 36
Peak months for purchasing motor and household insurance 37
Awareness and usage of the leading eight aggregators 39
Consumer awareness 39
Consumer usage to research and purchase insurance 41
User conversion rates 43
Comparison of recent to historical usage 45
Planned usage of aggregators 47
3 0 APPENDIX 50
Research sample statistics 50
Research structure 52


LIST OF GRAPHICS / TABLES
0 0 EXECUTIVE SUMMARY 4
1 0 INTRODUCTION 5
2 0 SURVEY ANALYSIS 9
Consumer propensity to research and purchase insurance products online in France, 2012 10
Consumer propensity to research and purchase insurance products online in France, 2012 (table) 11
Consumer propensity to research and purchase insurance products online in France, segmented by age,
2012 12
Consumer propensity to research and purchase insurance products online in France, segmented by
income, 2012 13
Consumer propensity to research and purchase insurance products online in France, segmented by age
and income, 2012 (table) 14
Number of websites consulted by consumers in France when researching insurance products, 2012 15
Number of websites consulted by consumers in France when researching insurance products, 2008 and
2012 16
Number of websites consulted by consumers in France when researching insurance products, 2008 and
2012 (table) 16
% of consumers in France renewing a policy, switching provider or acquiring motor insurance for the first
time, 2012 17
Analysis of distribution channels used for acquiring motor insurance in France, 2012, 2008 and all
previous years 18
Analysis of distribution channels used by consumers for acquiring motor insurance in France, 2012, 2008
and all previous years (table) 19
Analysis of distribution interfaces used by consumers for acquiring motor insurance in France, 2012, 2008
and all previous years 20
Analysis of distribution interfaces used by consumers for acquiring motor insurance in France, 2012, 2008
and all previous years (table) 21
Online buyers of motor insurance in France segmented by type of device used, 2012 22
Cross-tabulation of distribution channels and interfaces used for acquiring motor insurance in France,
2012 23
% of consumers in France renewing a policy, switching provider or acquiring household insurance for the
first time, 2012 24
Analysis of distribution channels used by consumers for acquiring household insurance in France, 2012,
2008 and all previous years 25
Analysis of use by consumers of cashback websites, supermarkets and other retailers, and other
distribution channels for acquiring household insurance in France, 2012 26
Analysis of distribution channels used by consumers for acquiring household insurance in France, 2012,
2008 and all previous years (table) 27
Analysis of distribution interfaces used by consumers for acquiring household insurance in France, 2012,
2008 and all previous years 28
Online buyers of household insurance in France segmented by type of device used, 2012 29
Analysis of distribution interfaces used by consumers for acquiring household insurance in France, 2012,
2008 and all previous years (table) 30
Cross-tabulation of distribution channels and interfaces used for acquiring household insurance in France,
2012 31
Type of online device used to acquire motor and household insurance (combined), segmented by age in
France, 2012 32
Type of online device used to acquire motor and household insurance (combined), segmented by age in
France, 2012 (table) 32
Overlap between purchasers of motor and household insurance via aggregators in France, 2012 33
Users of aggregators to buy motor and household insurance in France, segmented by age, 2012 34
Users of aggregators to buy motor and household insurance in France, segmented by income, 2012 35
Users of aggregators to buy motor and household insurance in France, segmented by age and income, 2012 (table) 35
Comparison of use of aggregators for home emergency, household, motor, protection-related life and travel insurance in France, 2012 36
Percentage of respondents acquiring or renewing motor or household insurance in France, segmented by month, 2011-2012 37
Percentage of respondents acquiring or renewing motor or household insurance in France, segmented by month, 2011-2012 (table) 38
Comparison of consumers' reported awareness of major aggregators in France, 2012 40
Comparison of consumers' reported awareness of major aggregators in France, 2012 (table) 40
Comparison of usage by consumers of major aggregators in France to search for and purchase insurance, 2012 41
Comparison of usage by consumers of major aggregators in France to purchase insurance, 2012 42
Comparison of usage by consumers of major aggregators in France to search for and purchase insurance, 2012 (table) 43
Comparison of conversion rate of usage to research to usage to purchase for major aggregators in France, 2012 44
Comparison of percentage of consumers in France using major aggregators to acquire insurance within last 12 months and longer than 12 months ago, 2012 45
Comparison of percentage of consumers in France using major aggregators to acquire insurance within last 12 months and longer than 12 months ago, 2012 (table) 46
Likelihood of using an aggregator to acquire insurance within the next 12 months in France, comparing respondents that have previously used an aggregator and those that have not, 2012 48
Likelihood of using an aggregator to acquire insurance within the next 12 months in France, comparing respondents that have previously used an aggregator and those that have not, 2012 (table) 49
3 0 APPENDIX 50
France survey sample, segmented by geographical region 50
France survey sample, segmented by age group and by annual household income band 51

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