Insurance Customer Interactive Media Usage

2010 Survey Results

Table of Contents

Executive Summary .................................................................................................. 3 Survey Methodology................................................................................................. 3 Key Findings ............................................................................................................. 4 Demographics ........................................................................................................... 7 About AIS Media ....................................................................................................... 8 Additional Resources ............................................................................................... 8 Survey Results .......................................................................................................... 9

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

Executive Summary
The 2010 Insurance Customer Interactive Media Usage Survey reveals that when receiving insurance offers by postal mail, an overwhelming majority of respondents (59%) prefer to visit a website for additional information versus call a phone number. Furthermore, 32% of respondents seeking insurance offers, listed search engines as their primary research tool.

Alternatively, respondents show a strong preference to receiving offers via interactive channels: e-brochure (41%), email (40.5%), and live online chat (22.5%).
In addition, the survey reveals that one-third (33%) of respondents prefer to purchase their insurance policies online. However, nearly one-third (31%) of respondents are dissatisfied with the usability of insurance company websites. The survey further demonstrates that respondents insurance purchase decisions are influenced by interactive media such as (listed in descending order by level of influence): online consumer ratings and reviews (57%), company website information (54%), online advertising (25%), social media interaction (22%).

Survey Methodology
The 2010 Insurance Customer Interactive Media Usage Survey was conducted independently via telephone by Strategic Vision, LLC., a nationally recognized public relations and public affairs company. A total of 4,594 calls were made using random digit dialing. Of the 4,594 calls made 200 completed the survey. Eight hundred and sixty one of those contacted did not finish the survey. One thousand four hundred and sixty-six refused to do the survey. The remaining numbers were disconnected or businesses. The margin of error for the survey is +/- 5%.

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

Key Findings
*Cross-tabulations are available upon request. Contact marketing@aismedia.com

1. When interested in an insurance offer received via postal mail, 59% of respondents prefer to visit the insurance company website to obtain additional information.
59% of respondents prefer to visit an insurance company website vs. calling a phone number when seeking to obtain additional information from a postal mailer promotion. This compelling statistic is a clear indicator of respondents tendency to engage with insurance companies via their websites.

2. When researching insurance policy options, nearly one-third (32%) of respondents indicated they turn to search engines first.
32% of respondents are turning to search engines as their primary method of researching their insurance policy options. Only 3% turn to the yellow pages and 37.5% turn to friends and family.

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

3.

One-third (33%) of respondents surveyed would purchase insurance policies online.

Given the choice to purchase insurance online, 33% of respondents indicated they would prefer purchasing insurance on the Web, with 59% showing affinity to visit an insurance website after receiving postal mail offers (see key finding #1) and 32% seeking insurance offers via search engines (see key finding #2).

4. When asked about satisfaction of insurance website usability, 31% of respondents indicated they are dissatisfied, while 49.5% somewhat satisfied.
The dissatisfaction level with the usability of insurance company websites is at 31% (nearly one-third of respondents indicated being either extremely or somewhat dissatisfied) while 49.50% indicated being somewhat satisfied with website usability and 19.50% indicated being very satisfied or extremely satisfied. With almost half (49.50%) of respondents somewhat satisfied with website usability, altering satisfaction levels into more positive territory (where customers are more satisfied) can impact customer retention, customer referrals, and ultimately insurance sales. The target very satisfied to extremely satisfied group (now consisting of only 19.5%) is more likely to provide a higher lifetime value and less likely to desert to the competition.

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

5. Respondents indicated they prefer to receive insurance offers across multiple marketing channels including interactive.
When asked to rate their preferred way to receive requested insurance information, respondents indicated a variety of channels for communication including interactive, specifying (in descending order): 68.5% by print brochure, 54% with a live sales person, 41% by electronic brochure; 40.5% by email; 22.5% via live online chat; and 22% via telephone call.

6. Respondents indicated that insurance purchase decisions are influenced by various traditional and interactive marketing channels.
Todays insurance customer is savvy and more sophisticated than ever before using numerous traditional and interactive channels. Respondents surveyed are influenced by some channels more than others. This survey revealed the marketing channels that are most influential on respondents purchase decisions are (in descending order of influence): 64% industry ratings and reviews; 57% online consumer ratings and reviews; 54% company website; 48% tv, radio, and print advertisements; 37% postal mail advertisements; 25% online advertisements; 22% social media (i.e. facebook, twitter, etc.); and 5% telemarketing.

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

Demographics

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

About AIS Media

AIS Media, Inc., an interactive marketing and consulting company, is a leading provider of Internet strategy consulting, award-winning website development, online lead generation, comprehensive ecommerce solutions, social media marketing, search engine marketing (SEM), online reputation management, performance analysis, and Interactive public relations services. The company has developed a suite of Web-based applications under the proprietary Excerpo brand, which focuses on email marketing and e-commerce. AIS Medias solutions are available directly and through its global network of certified partners.

Additional Resources

To schedule an interview on the topic of Insurance Customer Interactive Media Usage or for any additional media related questions please contact David E. Johnson, Strategic Vision, LLC at 404-380-1079 or email djohnson@strategicvision.biz Download our "2010 Business Website & Interactive Marketing Usage Survey" click here Keep up with interactive marketing trends and AIS Media's latest reports here: www.aismedia.com/twitter

AIS Media, Inc. 3340 Peachtree Road, Suite 750 Atlanta, GA 30326 USA Telephone: Fax: Web: Email: +1 404.751.1043 +1 404.751.1044 www.aismedia.com cs@aismedia.com

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

Survey Results
1. Which of the following type(s) of insurance do you have? (select all that apply) A.Disability B.Health C.Life D.Dental E.None Count 67 168 127 94 19 Percentage 14.1% 35.4% 26.7% 19.8% 4.0%

2. If you were interested in an insurance offer received via postal mail, would you be more likely to call or visit the company website for more information? Count Percentage A.Call company 82 41.0% B.Visit website 118 59.0% 3. Would you consider purchasing insurance online? A.Yes B.No 4. What is your primary method of researching your insurance options? A.Search engine B.Yellow pages C.Friends & family D.Other Count 64 6 75 55 Percentage 32.0% 3.0% 37.5% 27.5% Count 67 133 Percentage 33.5% 66.5%

5a. On a scale of 1 to 5, with 1 being not at all and 5 being very high, how would you rate your preference on how you like to receive information requested about insurance on the following items: Electronic brochure Top 5 Responses Count 1 91 3 41 4 28 2 27 5 13 5b. Print brochure Top 5 Responses 3 4 5 1 2 5c. Email Top 5 Responses 1 3 2 5 4 5d. Telephone call Top 5 Responses 1 2 5 3 4

Percentage 45.5% 20.5% 14.0% 13.5% 6.5%

Count 51 45 41 32 31

Percentage 25.5% 22.5% 20.5% 16.0% 15.5%

Count 94 46 25 25 10

Percentage 47.0% 23.0% 12.5% 12.5% 5.0%

Count 124 32 21 16 7

Percentage 62.0% 16.0% 10.5% 8.0% 3.5%

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

5e. Live sales person Top 5 Responses 1 5 4 3 2 5f. Live online chat Top 5 Responses 1 2 3 4 5

Count 79 62 31 15 13

Percentage 39.5% 31.0% 15.5% 7.5% 6.5%

Count 122 33 19 17 9

Percentage 61.0% 16.5% 9.5% 8.5% 4.5%

6a. Again, on a scale of 1 to 5, with 1 being not at all and 5 being very high, how would you rate your preference on how influential the following marketing channels are to your insurance purchase decision: Company website Top 5 Responses Count Percentage 1 64 32.0% 4 56 28.0% 3 37 18.5% 2 28 14.0% 5 15 7.5% 6b. Online advertising Top 5 Responses 1 3 2 5 4 6c. Postal mail advertisements Top 5 Responses 2 1 3 4 5 6d. Online consumer ratings and reviews Top 5 Responses 1 4 3 5 2 6e. Industry ratings Top 5 Responses 4 1 3 5 2

Count 126 33 24 10 7

Percentage 63.0% 16.5% 12.0% 5.0% 3.5%

Count 66 60 47 14 13

Percentage 33.0% 30.0% 23.5% 7.0% 6.5%

Count 64 60 32 22 22

Percentage 32.0% 30.0% 16.0% 11.0% 11.0%

Count 58 57 39 31 15

Percentage 29.0% 28.5% 19.5% 15.5% 7.5%

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

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6f. Social media (facebook, twitter, etc.) Top 5 Responses 1 3 2 4 5 6g. Telemarketing Top 4 Responses 1 2 3 5 6h. Television, radio & print advertisements Top 5 Responses 3 2 1 4 5 7. How satisfied are you with the usability of insurance company websites? A.Extremely Satisfied B.Very Satisfied C.Somewhat Satisfied D.Somewhat Dissatisfied E.Very Dissatisfied F.Extremely Dissatisfied 8. What is your age? A.18 - 25 B.26 - 35 C.36 - 45 D.46 - 55 E.56- 65 F.Over 65 9. Are you: A.Male B.Female 10. Are you: A.African America B.Asian C.Hispanic D.Native American E.White F.Other 11. Would you tell me into which of the following categories your total family income falls? A.Under $25,000 B.$25,000 - $49,999 C.$50,000 - $74,999 D.$75,000 - $150,000 E.Over $150,000 F.Refused

Count 139 34 17 6 4

Percentage 69.5% 17.0% 8.5% 3.0% 2.0%

Count 157 33 7 3

Percentage 78.5% 16.5% 3.5% 1.5%

Count 65 60 44 28 3

Percentage 32.5% 30.0% 22.0% 14.0% 1.5%

Count 10 29 99 53 6 3

Percentage 5.0% 14.5% 49.5% 26.5% 3.0% 1.5%

Count 10 18 53 37 31 51

Percentage 5.0% 9.0% 26.5% 18.5% 15.5% 25.5%

Count 98 102

Percentage 49.0% 51.0%

Count 13 3 3 0 169 12

Percentage 6.5% 1.5% 1.5% 0% 84.5% 6.0%

Count 10 48 33 62 13 34

Percentage 5.0% 24.0% 16.5% 31.0% 6.5% 17.0%

2010 AIS Media, Inc. All Rights Reserved. Survey may not be reproduced in any form without prior permission.

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