Study: Web searches for life insurance rise 15%

By Gary Linnell

ProWEB Wire (Industry News)

A growing number of Americans are using the Internet to gather information about life insurance, according to a new study by digital marketing firm comScore.

The study finds that online searches for life insurance information climbed to 16.6 million queries last year, up 15 percent from the previous year.

According to comScore director Susan Engleson, "As more Americans utilize the Internet to research life insurance policies for themselves of family members, it is increasingly important for insurers to have a strong brand presence online. Not 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."

The Web site for MetLife, New York Life and State Farm all ranked near the top in number of visits as a result of the term "life insurance," the study said.