Pet Insurance searches outperform those for Health Insurance, online

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Independent report by Greenlight reveals over 5% of the 2.5 million insurance-related searches made on Google UK in May pertained to pet insurance compared to 3.8% for health insurance

16% of pet insurance-related searches were made using tablets & smartphones.

There were more searches made online for pet insurance than for health insurance, reveals the latest independent report from leading digital marketing agency, Greenlight.

The PFMA (Pet Food Manufacturers Association) estimates 13 million households have at least one pet. With various news reports about the cost of vet treatments going up and the cost of the average annual pet insurance policy over the past five years having increased to £223 compared to £166, it is little wonder consumers are shopping around and looking online for the best deals.

The agency’s latest “Insurance Sector Report – Issue 16”, which analysed the most popular terms consumers used when they went to online to look for motor, travel, home, pet and health insurance in May, reveals that of the 2.6 million queries made on Google UK for insurance-related products, 142,671 (5.5%) pertained to insurance for pets compared to 98,142 (3.8%) for health insurance.

Interestingly, 16% of pet insurance-related searches were made using tablets & smartphones, whilst the majority, 84%, were made via computers.

The most popular terms used to look for pet insurance varied by device. On computers, ‘pet insurance’, ‘dog insurance’ and ‘compare pet insurance’ were the three most popular search terms.

However, on mobile devices, it was somewhat different with the terms ‘pet insurance’, ‘dog insurance’ and ‘cat insurance’ proving most popular.

Greenlight also analysed the most visible sites for pet insurance searches in the organic* and paid listings**.

On both computers and mobile devices, was the most prominent site in the organic listings. It was visible to 92,207 of pet insurance-related queries made via computers which secured it a 77% share of visibility. followed with 75% then with 67%.

However, on mobile devices, whilst and also ranked first and second in Greenlight’s league table, attaining an 81% and 77% share of voice in natural search, respectively, took third spot with a 65% share of visibility. meanwhile came in sixth with a 50% share of visibility.

In the paid listings, was the most visible advertiser on computers dominating with a 90% share of voice whilst on mobile devices, it was, securing a 79% share of visibility.

Greenlight’s report also ascertained the most visible brands on Social Media networks. Money Saving Expert was the most visible brand followed by then Aviva, which also had the largest number of likes on its Facebook page.


Notes to Editors:

*Natural 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 16’ profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in Natural Search, Paid Media results and Social Media and hence have the greatest share of consideration when searchers go to Google UK to look for motor, travel, home, pet and health insurance. Comparisons for searches made via Computers (laptops/desktops) and Mobile Devices (tablets & smartphones) are given for each.

Greenlight’s research covers the following industries and sectors:

HOME GOODS - Home & Garden
CLOTHING & ACCESSORIES - Fashion Retail / Sports Retail
CONSUMER SERVICES - Online Dating / Entertainment
GAMING & GAMBLING - Online Gambling
FINANCE - Personal General Insurance / Life Insurance / Retail Banking
TRAVEL & HOSPITALITY – Holidays / Hotels / Flights / Car Hire / Cruises
REAL ESTATE – Property (Residential)
TELECOMS – Telecoms

To arrange an interview or for further information about this report, Greenlight’s research portfolio or bespoke reports, please contact:

Krishna Rao
T: +44 (20) 3326 6232
E: krishna.rao (at) greenlightdigital (dot) com

About Greenlight:

Greenlight is a leading independent digital marketing agency. 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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Krishna Rao
+44 20 3326 6232
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