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Emerging Auto Insurance and Aggregator Sites Attracting Meaningful Share of Online Auto Insurance Market

Posted on 07 Mar 2011

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comScore, Inc., a leader in measuring the digital world, today announced the availability of an expanded competitive set of insurers and aggregator sites for its online auto insurance benchmarker. In Q4 2010, these additional sites accounted for 724,000 submitted quotes, making up 8 percent of quotes submitted online.

“The online auto insurance market has been dominated by only a handful of insurers over the past few years, with GEICO and Progressive comprising over 50 percent of all quotes submitted online,” said comScore director Susan Kleinman. “But as more consumers look to the Internet to shop for insurance policies, there is an opportunity for more insurers to break into the online market.”

Visitation to Additional Auto Insurance Sites

The comScore online auto insurance benchmarker includes key metrics such as visitation and quoting activity for insurance sites. The expanded set of sites saw growth across the board over the past year, with many sites achieving triple-digit gains. (which includes content on all of its products and services apart from insurance) led the way among the set of additional sites with 6.5 million visitors, followed by American Family (1.3 million visitors) and Mercury Insurance (686,000 visitors).

Insurance Aggregator Landscape Changing

In addition to the growing number of insurers expanding their reach online, additional insurance aggregators (online agencies and online lead generators) have grown their share of the online auto insurance market due to the entrance of newcomers and the acquisition of existing sites by competitors.

In Q4 2010, aggregator All Web Leads attracted 6.8 million unique visitors to its sites. Its most visited sites were (1.8 million visitors), (1.3 million visitors), and (1.2 million visitors). (574,000 visitors) and (416,000 visitors) also attracted sizeable audiences.

The expanded comScore report covers visitation metrics for the sites above and will also include online initiated and submitted quotes for All Web Leads domains,, Amica (, the Automobile Club of Southern California (, Direct General (, Farmers (, Unitrin Direct Auto Insurance (, and USAA (

comScore’s standard auto insurance benchmarker currently includes 13 insurance sites and 7 aggregator sites and provides data on visitation, online quoting, online purchasing and many additional reports such as source of traffic, cross shopping, online servicing, and demographics.
For additional information on comScore Insurance solutions, please contact Susan Kleinman at

About comScore

comScore, Inc. is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit