CNN.com reported this week on survey results released by comScore, Inc., a leader in digital world measurement.

The study focused on 2009 life insurance online search activity. The major finding was that life insurance information searches increased to 16.6 million queries.  This was a 15% bump over 2008.

Life Insurance Companies

The search term used was “life insurance.” The following companies listed as the top five with percentage of hits:

• MetLife.com:  5.8%
• NewYorkLife.com: 2.8%
• StateFarm.com: 2.5%
• SelectQuote.com: 1.7%
• Accuquotelife: 1.6%

The results prove how important it is for life insurance carriers to have a strong online presence.  It provides them with another customer touch point. That touch point can be providing coverage or premium information. Or it can be an actual quote calculated for the customer who’s seeking to purchase some term insurance.

The online presence is important, not only because more consumers are searching but because all of the insurance carriers are attempting to carve out their online space.

The Online Life Insurance Experience for Consumers

Part of this increase reflects the ease and confidence consumers feel when using the internet to research and purchase financial services. For example, a consumer can research everything they need to know about term life insurance from coverage options to term limits to the different types of term insurance.  They can research the financial strength and company reputation. In fact, they can accumulate more information in minutes than they could ever read!

Then, when the consumer is ready to purchase, they can get a quote or at least a range of premiums, instantly. The can even compare several insurance company quotes side by side in minutes.

It’s no wonder searches are on the rise. Term life.org suspects those searches will continue to rise in 2010.

Photo via Okko Pyykkö