Home insurance search volumes down 22 per cent

By Krishna Rao

According to Greenlight’s ‘Insurance Sector Report – Issue 12’, which profiles consumer online search behaviour in this sector, there were 1.6 million insurance-related searches on Google UK in April compared to January’s 1.9 million.

Home insurance-related queries, which totalled 187,144 searches, saw the largest drop. They were 22 per cent down on January’s 240,476. However, with more than 40 flood warnings in place across the UK, homeowners are being warned about the future of their insurance. This together with premiums expected to rise could well fuel searches.

It was a similar story for car insurance. April’s search volumes were down 13 per cent on January’s 1.1 million. However, the picture was different for travel insurance. Search volumes held up and remained at the 482,000 mark.

Table 1: Number of Insurance searches by type – April 2012

Article 7 (T1) 080812

Source: Greenlight

Other key findings from Greenlight’s report revealed that:

    • Searches for car insurance-related keywords were the most popular, accounting for 61% of all insurance searches

    • Queried 450,000 times and accounting for a 26 per cent share of all insurance searches, the term ‘car insurance’ was the most popular

    • MoneySupermarket was the most visible website in the natural search* listings, achieving an 89 per cent share of voice

    • GoCompare was the most visible advertiser in the paid media** space with a 56 per cent share of voice

    • Money Saving Expert ranked at the top of Greenlight’s social media league table.

About the author

Krishna Rao is PR for Greenlight, an independent digital marketing agency, providing Search and Social Media services, with more than 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight. Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research, speaking at trade events, and delivering a highly respected digital marketing training programme via the Greenlight Academy. Founded in 2001, Greenlight is headquartered in London, with offices in New York.


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