Life Insurance Searches in the U.S. Increase 15 Percent in 2009 to Reach Record Number

RESTON, Va., Feb. 1 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released a study on life insurance search activity in 2009. The study found that searches for life insurance information grew to 16.6 million queries, an increase of 15 percent versus the previous year, as more consumers turned to the Web to research policies. The study findings will be presented in greater detail in the comScore complimentary webinar, New Growth Opportunity for Online Life Insurance in a New Decade, on February 3. Further details and registration information can be found below.

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"As more Americans utilize the Internet to research life insurance policies for themselves or family members, it is increasingly important for insurers to have a strong brand presence online," said comScore director Susan Engleson. "Now more than ever, the Internet is playing an important role in this complex financial planning decision and insurers are experiencing varying degrees of success at meeting online consumers' needs."

Consumer Searches on Life Insurance Climb

In 2009, searches containing the term 'life insurance' grew 15 percent from the previous year to reach 16.6 million searches. During the same time period, consumers requested 2 million online quotes for life insurance, demonstrating Americans' increased comfort and reliance on the Internet when shopping for complex financial services.

An analysis of the top insurance sites visited following searches including the term "life insurance" revealed that MetLife.com was the most frequented insurance site visited as a result of the search, with 5.8 percent of total search clicks (paid and organic) landing on MetLife.com. NewYorkLife.com was the second most referred site with 2.8 percent of search clicks, followed by StateFarm.com with 2.5 percent.

Ms. Engleson continued, "The Web gives insurers another touch point to engage with consumers on various levels. Whether it's providing information on coverage options or fulfilling a quote request, the Internet often represents a critical decision-making phase in the life insurance purchase funnel."

comScore will discuss these findings among others in a complimentary webinar, New Growth Opportunity for Online Life Insurance in a New Decade, on Wednesday, February 3 from 2:00pm-3:00pm EST. To register please visit: https://www1.gotomeeting.com/register/522917688

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comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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SOURCE comScore, Inc.