‘Complicated’ online quotes a turn-off

‘Complicated’ online quotes a turn-off

‘Complicated’ online quotes a turn-off

More than 70% of Australians browse or purchase online sites but getting a quote for a personal loan is much easier than obtaining one for insurance.

In March 2013, over 11 million Australians visited a shopping website to make a purchase or browse. That is 71% of all online Australians.

Shopping online for personal loans and term deposits are the most popular products, according to online comparison website RateCity, but buying insurance online is yet to take off.

“The information customers have to give online to get an insurance quote is more complicated than if they were looking to get a loan,” RateCity CEO Alex Parsons told Insurance Business.

Research revealed that Australians currently spend on average 2 hours and 23 minutes browsing online shopping sites per month compared to 15 minutes in September 2011. Around 15.5 million Australians are connected to the internet and by the end of 2013, 83% of Australians are expected to be connected via laptops.

 “Of course, there will always be a place for the traditional broker. They offer a different level of service and cover off complicated transactions. However, brokers should look at how they can work with online comparison websites and not against them. They need to find a way to generate leads from it.”

People aged 18 to 34 (generation y) shop online the most, and category Gen Y’s highest earners are more likely to change or apply for financial services, according to RateCity.

“Gen Y, by their very nature, are digital natives simply because they have known nothing else,” Parsons added. “They have high expectations in regards to the availability of data and online comparisons and this is set to increase in the future.”


  • Shane @ Trade Risk 21/05/2013 11:04:51 AM
    Our online forms could be considered 'complicated' because we ask a lot of questions, but it does a great job of sorting the tyre kickers from those who are serious about business insurance.
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  • Mark 21/05/2013 11:32:22 AM
    perhaps all online quoting sites need to have a link to the Financial Obudsman's website, in particular the Annual Report 2011-2012, page 28 showing Direct General Insurers had 7591 disputes against General Insurance brokers on 123, this should show the value of the broker
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  • Kate Fairley 21/05/2013 2:20:12 PM
    This is precisely why I launched Get Informed, many consumers who shop for insurance online don't know that insurance brokers even exist let alone the value they have to offer. As Dallas said in his latest interview, it's a lack of reputation that we're facing now rather than a negative one, although that does still play a part.

    Get Informed is providing the education element that's needed if brokers stand a chance of getting through to consumers BEFORE they get burnt by direct insurers. Because pretty soon, if you can't be found online, you won't be found at all.
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