Close Close

Practice Management > Marketing and Communications > Social Media

Mintel: Social Media Still Niche Tools

Your article was successfully shared with the contacts you provided.

Some consumers are much more likely to use blogs, Web discussion groups and social networking sites to shop for insurance than others.

Researchers in the Chicago office of Mintel Comperemedia, a unit of Mintel International Group Ltd., come to that conclusion in a commentary based on results from a February survey of 964 insured U.S. adults.

Mintel asked the survey participants where they had last researched insurance policies, and only 4% said they had used social media.

But the insurance social media usage rate was 10% among participants earning from $75,000 to $100,000 per year and 9% among participants ages 25 to 34.

Reported usage of the Internet as a whole was much higher than reported usage of social media.

Mintel found, for example, that 23% of all of the survey participants, 30% of the participants with annual incomes over $100,000, and 35% of the participants ages 25 to 34 said they would rather use the Internet than talk to an agent when shopping for insurance.