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

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

It examines the degree to which Polish 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 Poland, 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 Poland 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 Poland in terms of awareness levels, conversion rates and sales.

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

- unique data showing whether Polish 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 Poland 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, Alior Bank ubezpieczenia, Eurobank ubezpieczenia, Inseco, ipolisa.pl, Millennium Bank ubezpieczenia, polskieubezpieczenia.pl, ubezpieczenia online, ubezpieczenie.net) 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 Poland 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 Poland
Table of Contents

0 0 EXECUTIVE SUMMARY 1
1 0 INTRODUCTION 2
What is this report about? 2
Rationale 2
European consumer research 2
Other international research reports 4
2 0 SURVEY ANALYSIS 6
Introduction 6
Consumer propensity to research and purchase insurance products online 7
Overview 7
Segmentation by age and annual household income 9
Number of websites consulted when researching insurance online 12
Motor insurance 13
Switchers and new buyers within the total 13
Distribution channels 14
Distribution interfaces 16
Cross-tabulation of distribution channels and interfaces 18
Household insurance 20
Switchers and new buyers within the total 20
Distribution channels 21
Distribution interfaces 24
Cross-tabulation of distribution channels and interfaces used 27
Combined analysis of motor and household insurance 28
Devices used for online purchases 28
Overlap in usage of aggregators 29
Use of aggregators by socio-demographic group 30
Use of aggregators for other insurance products 32
Peak months for purchasing motor and household insurance 33
Awareness and usage of the leading eight aggregators 35
Consumer awareness 35
Consumer usage to research and purchase insurance 37
User conversion rates 39
Comparison of recent to historical usage 41
Planned usage of aggregators 43
3 0 APPENDIX 46
Research sample statistics 46
Research structure 48


LIST OF GRAPHICS / TABLES
0 0 EXECUTIVE SUMMARY 1
1 0 INTRODUCTION 2
2 0 SURVEY ANALYSIS 6
Consumer propensity to research and purchase insurance products online in Poland, 2012 7
Consumer propensity to research and purchase insurance products online in Poland, 2012 (table) 8
Consumer propensity to research and purchase insurance products online in Poland, segmented by age,
2012 9
Consumer propensity to research and purchase insurance products online in Poland, segmented by
income, 2012 10
Consumer propensity to research and purchase insurance products online in Poland, segmented by age
and income, 2012 (table) 11
Number of websites consulted by consumers in Poland when researching insurance products, 2012 12
% of consumers in Poland renewing a policy, switching provider or acquiring motor insurance for the first
time, 2012 13
Analysis of distribution channels used for acquiring motor insurance in Poland, 2012 and all previous
years 14
Analysis of distribution channels used by consumers for acquiring motor insurance in Poland, 2012 and all
previous years (table) 15
Analysis of distribution interfaces used by consumers for acquiring motor insurance in Poland, 2012 and
all previous years 16
Analysis of distribution interfaces used by consumers for acquiring motor insurance in Poland, 2012 and
all previous years (table) 17
Online buyers of motor insurance in Poland segmented by type of device used, 2012 18
Cross-tabulation of distribution channels and interfaces used for acquiring motor insurance in Poland,
2012 19
% of consumers in Poland renewing a policy, switching provider or acquiring household insurance for the
first time, 2012 20
Analysis of distribution channels used by consumers for acquiring household insurance in Poland, 2012
and all previous years 21
Analysis of use by consumers of cashback websites, supermarkets and other retailers, and other
distribution channels for acquiring household insurance in Poland, 2012 22
Analysis of distribution channels used by consumers for acquiring household insurance in Poland, 2012,
2008 and all previous years (table) 23
Analysis of distribution interfaces used by consumers for acquiring household insurance in Poland, 2012
and all previous years 24
Online buyers of household insurance in Poland segmented by type of device used, 2012 25
Analysis of distribution interfaces used by consumers for acquiring household insurance in Poland, 2012
and all previous years (table) 26
Cross-tabulation of distribution channels and interfaces used for acquiring household insurance in Poland,
2012 27
Type of online device used to acquire motor and household insurance (combined), segmented by age in
Poland, 2012 28
Type of online device used to acquire motor and household insurance (combined), segmented by age in
Poland, 2012 (table) 28
Overlap between purchasers of motor and household insurance via aggregators in Poland, 2012 29
Users of aggregators to buy motor and household insurance in Poland, segmented by age, 2012 30
Users of aggregators to buy motor and household insurance in Poland, segmented by income, 2012 31
Users of aggregators to buy motor and household insurance in Poland, segmented by age and income,
2012 (table) 31
Comparison of use of aggregators for home emergency, household, motor and protection-related life insurance in Poland, 2012 32
Percentage of respondents acquiring or renewing motor or household insurance in Poland, segmented by month, 2011-2012 33
Percentage of respondents acquiring or renewing motor or household insurance in Poland, segmented by month, 2011-2012 (table) 34
Comparison of consumers' reported awareness of major aggregators in Poland, 2012 36
Comparison of consumers' reported awareness of major aggregators in Poland, 2012 (table) 36
Comparison of usage by consumers of major aggregators in Poland to search for and purchase insurance, 2012 37
Comparison of usage by consumers of major aggregators in Poland to purchase insurance, 2012 38
Comparison of usage by consumers of major aggregators in Poland to search for and purchase insurance, 2012 (table) 39
Comparison of conversion rate of usage to research to usage to purchase for major aggregators in Poland, 2012 40
Comparison of percentage of consumers in Poland using major aggregators to acquire insurance within last 12 months and longer than 12 months ago, 2012 41
Comparison of percentage of consumers in Poland using major aggregators to acquire insurance within last 12 months and longer than 12 months ago, 2012 (table) 42
Likelihood of using an aggregator to acquire insurance within the next 12 months in Poland, comparing respondents that have previously used an aggregator and those that have not, 2012 44
Likelihood of using an aggregator to acquire insurance within the next 12 months in Poland, comparing respondents that have previously used an aggregator and those that have not, 2012 (table) 45
3 0 APPENDIX 46
Poland survey sample, segmented by geographical region 46
Poland survey sample, segmented by age group and by annual household income band 47

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