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Hitwise Intelligence - James Murray - UK
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Motor Insurance searches up 9% YoY
November 01, 2011
Today we released the twelfth issue of the Experian Hitwise Financial Services Quarterly report, which looks at the top online trends in the finance and insurance markets. It’s amazing to think that the report is three years old, and to highlight some of the insight that the report provides our clients every quarter I’ve dug out some of the findings from the Motor Insurance section.
Motor insurance is by far the biggest type of insurance that is searched for online, and in fact receives more than twice as much search volume as the other major insurances put together. In the week ending 20 August 2011 searches for motor insurance experienced a new peak for the year-to-date; Year-on-year motor insurance searches have grown by 9%.
Looking at the top motor insurance search terms for the 12 weeks ending 1 October 2011 there is an interesting mix of both branded and generic searches in this industry. The top term of the quarter was ‘car insurance’, although this was not as popular as it was in the June quarter. Branded searches for comparisons sites like ‘go compare car insurance’ and ‘confused car insurance’ were up this quarter, which has driven a lot of the growth over the course of the quarter.
The downstream websites shows just how dominant the aggregators are in this market. The top four recipients of traffic from motor insurance searches were all aggregators this quarter, and Aviva UK fell from fourth position last quarter to fifth this quarter.
Aggregators continue to play are very strong role in the key financial products, but are more influential in some industries than others. The below bar chart shows the percentage of visits going to aggregator websites in the top finance products searched for online.
You can see here that aggregators are very dominant in ISA searches, accounting for 2 in every 5 visits from an ISA search. Mortgages, Loans and Savings send double digit percentages of clicks to aggregators, it is only credit card searches that aggregators perform weakly on.
You can find out more about finance online by downloading our free preview which is available from our website. Issue 3 of the Automotive report is also available to download which contains more information on motor insurance and the Automotive Industry as a whole. You can also follow us on Twitter.
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Posted by James Murray at 02:49 PM
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In Categories Business and Finance
In the search marketing it is essential for the SEO candidate to update with search. How and what is increasing and decreasing in search pattern. Nice information regarding to the insurance industries that are involve to the car insurance.
Posted by Astitve | November 2, 2011 01:34 PM