Phoenix Marketing International's Recent Study Shows Limited Social Media Interaction Between Auto Insurers and Their Customers

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Auto Insurers and Social Media – Is Anyone Listening?

Phoenix Marketing International, a leading market research company, recently surveyed almost 2,000 consumers about their social media habits and how these consumers interact with their auto insurance provider via social media. The vast majority indicated they do use social media (84%) in some capacity, but only 7% of them have interacted with their insurance provider via social media.

While adoption of social media as a means of engaging with insurance providers is low, those consumers who did interact were most likely to do so on Facebook – this includes “liking” the insurer’s Facebook page, posting to the insurance provider’s wall, liking a post on the provider’s wall, etc. Click here to view results.

“Despite a heavy presence by major insurers on social media platforms like Facebook, Twitter, and Google+, the majority of consumers have yet to embrace these platforms as a way to actually interact with their insurance provider,” said Anne-Marie Duffy, President of the Communications & Brand Analytics Practice at Phoenix Marketing International. “However, certain groups are more likely to use social media as a means of communicating with their insurer -- consumers 25-34, and men, as opposed to women, are more likely to incorporate social media usage into their insurer relationship. We also found that women are more likely than men to follow their insurance provider on Twitter or watch an ad on YouTube. The data shows that there is an opportunity for smart insurance marketers to develop customized social media campaigns to further engage their various target audiences.”

Phoenix’s Consumer Auto and Homeowners Insurance Audit surveys 1,500+ consumers each month regarding their perceptions of insurance brands, provider usage, shopping behavior, and response to advertising, including online creative. Brands tracked include, but are not limited to, Allstate, American Family, Esurance, Farmers, GEICO, Liberty Mutual, Nationwide, Progressive, The Travelers, The Hartford, Safeco, State Farm, and USAA.

Founded in 1999, Phoenix Marketing International is a full service market research firm in the United States, with offices across the country and in Europe. In addition to having partnerships with many of the largest companies in the insurance industry, Phoenix Marketing International also has worldwide partnerships with companies in financial services, consumer packaged goods, automotive, the restaurant industry, healthcare, media, technology and travel and leisure. Phoenix Marketing International offers advanced advertising and brand measurement, along with direct marketing expertise.

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Mark Sutin
Vice President, Business Development

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Mark Sutin
Phoenix Marketing International
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