Millennials focus on price when buying insurance online – but reputation remains important

No surprise. Millennials are most swayed by price when researching insurance online according to eMarketer.

That’s 70%, which is less than our reserach found. But the research glosses over the fact that nearly half (46%) value reputation.  To understand that reputation a little more, we split out how the different elements of trust (benevolence, integrity and competence) impact on the choice. Here the broader research indicated a greater desire among the public for services like a UK-based call centre, suggesting that benevolance is a strong force in brand selection.

As in this study, we found that ease of use and recommendation was less important. This raises questions of those marketers who are concentrating on social media omni-channel elegance.

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