UK’s insurance conscious consumers set to strike in January

23/12/2016

January is set to be the prime time for insurance related searches as UK consumers look to safe guard themselves in 2017.

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The data, from Bing Ads, also found that women are leading the way in making sure they are protected for the future, generating the highest proportion of searches across all sectors, particularly in travel.

Spanning sectors such as health, life and auto, analysis of key search behaviours captured across the Bing Network found that the first few weeks in January are the most popular times for consumers to search for insurance cover throughout the year with queries spiking more than 20 per cent.

Insurance brands suggest that many people assume their cover is renewed annually[i]. However, this is not always the case and signals a key moment for insurance brands to capitalise on getting British consumers covered.

When searching for insurance cover, PCs continue to dominate as the most popular device with the use of mobile devices varying by sector. Those looking for holiday cover are more likely to revert to their tablets vs. their smartphones, whilst consumers searching for life insurance options appear more comfortable grabbing their smartphones to banish concern on-the-go.

Minal Fofaria, Head of EMEA Insights at Bing Ads says: “Our latest insights into UK online search behaviour around insurance signals a key moment for brands to capitalise on an increased interest in UK consumers to get covered. Throughout the first few weeks of 2017, insurance will be front of mind. Firms need to harness the power of search data to help them understand the mindset of their customers as they look towards the year ahead – perhaps with their new year resolutions in mind. Having a strategy with data at the forefront will help to ensure the best possible start to 2017 as those who miss out on the opportunities in January run the risk of falling behind for rest of the year.”

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