Close Close
Popular Financial Topics Discover relevant content from across the suite of ALM legal publications From the Industry More content from ThinkAdvisor and select sponsors Investment Advisor Issue Gallery Read digital editions of Investment Advisor Magazine Tax Facts Get clear, current, and reliable answers to pressing tax questions
Luminaries Awards

Life Health > Life Insurance

Consumer interest in online research growing in U.S., Canada

Your article was successfully shared with the contacts you provided.

New LIMRA research finds that more U.S. and Canadian consumers are using online resources to learn about life insurance and other financial products.

According to the findings, 71 percent of American consumers sought information for life insurance and annuities online – up from 61 percent in 2012.  Likewise, a growing number of Canadian consumers looked online for information: 65 percent in 2015 – up from 61 percent in 2012.  

It should not be inferred that the Internet is disintermediating financial advisors.  In fact, LIMRA research found in both the U.S. and Canada, 8 in 10 consumers turned to financial professionals for information on life insurance and other financial products.  And nearly half of U.S. and Canadian consumers sought information from both an advisor and the Internet (U.S. – 51%; Canada – 47%)

For both countries, consumers identified advisors as the single most valuable source of information in 2015.  Yet American consumers’ perceptions of online resources have improved since 2012 with 30 percent of people saying the Internet is their most valuable source of information (it was 25 percent in 2012).  In Canada, perceptions of the value of Internet resources have slipped slightly – 25 percent claim the Internet is their most valuable resource, down 2 percentage points from 2012.

Logically, one would assume that Millennials – who are digitally native – would be more comfortable researching online than other generations.  However, the study found younger consumers in both countries were at least as likely to turn to a financial advisor for information as their older counterparts

The results from this research support the notion that for most consumers, life insurance shopping and ultimately the buying process usually involves both online and offline activity.

See the bar chart on the following page for highlights from the survey.


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.