It may be more a matter of brand inertia than of brand loyalty. But 74 percent of people who have car insurance didn’t shop for a different carrier in the past 12 months, according to Acxiom polling released this month. Seventeen percent did shop, but ended up not changing carriers. Just 9 percent actually switched.
Among those who did go to a new carrier, the poll (fielded in February) found price the chief factor. As you can gather from the chart, insurers’ claim handling — a frequent theme of commercials in this sector — was seldom a factor for those who switched.
Thirty-eight
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in