June 29, 2012 07:24 ET

Home Insurance Search Volumes Down 22 Per Cent

LONDON, UNITED KINGDOM--(Marketwire - June 29, 2012) - The number of internet searches for insurance products in April dropped 11 per cent on January's volume. And despite the extreme weather, home insurance, saw the biggest dip, reveals a report by leading independent digital marketing agency, Greenlight.

According to Greenlight's 'Insurance Sector Report - Issue 12', which profiles consumer online search behaviour in this sector, there were 1.6 million insurance-related searches on Google UK in April compared to January's 1.9 million.

Home insurance-related queries, which totalled 187,144 searches, saw the largest drop. They were 22 per cent down on January's 240,476. However, with more than 40 flood warnings in place across the UK, homeowners are being warned about the future of their insurance. This together with premiums expected to rise could well fuel searches.

It was a similar story for car insurance. April's search volumes were down 13 per cent on January's 1.1 million.

However, the picture was different for travel insurance. Search volumes held up and remained at the 482,000 mark.

Other key findings from Greenlight's report revealed that:

- Searches for car insurance-related keywords were the most popular, accounting for 61% of all insurance searches

- Queried 450,000 times and accounting for a 26 per cent share of all insurance searches, the term 'car insurance' was the most popular

- MoneySupermarket was the most visible website in the natural search* listings, achieving an 89 per cent share of voice

- GoCompare was the most visible advertiser in the paid media** space with a 56 per cent share of voice

- Money Saving Expert ranked at the top of Greenlight's social media league table.

Notes to Editors:

*Natural /organic Search - Listings in search engine results pages that appear because of their relevance to the search terms

**Paid Media - an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Greenlight's 'Insurance Sector Report - Issue 12' report, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in natural, paid media results and social media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for home, travel and car insurance.

About Greenlight:

Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector, publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.

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