The Media Habits of Today’s Insurance Switchers

By Steve Touhill, General Manager, Insurance Vertical, at Resonate

In today’s uber-competitive insurance game, competitive conquesting is an essential component of driving top line growth. And in 2019, there are many conquests to be had. According to Resonate’s consumer intelligence platform, an estimated 28.3 million customers across four major insurers—GEICO, Progressive, State Farm and Allstate—are planning to switch insurance companies in the next three to 12 months.

As we’ve discussed in earlier posts, insurance marketers who want to capitalize on this massive consumer shift within the marketplace must inform their strategies with a deep understanding of the reasons customers are looking to switch, as well as insights into the habits and preferences of these individuals. In addition, connecting with these individuals requires knowing where to find them.

Enter Resonate. Our proprietary understanding of consumers encompasses not only the motivations, values and habits of 200 million U.S. consumers, but also deep insights into their media habits in digital and traditional channels. The extent of the differences in media habits among GEICO, Progressive, State Farm and Allstate switchers might surprise you. Consider:

• The 8.3 million GEICO switchers are most likely to be found watching Homeland and Comedy Central, spending time on Snapchat, and reading Entertainment Weekly.
• The 4.2 million Progressive switchers are most likely to be found watching American Housewife and Food Network, spending time on Reddit and reading Us Weekly.
• The 9.2 million State Farm switchers are most likely to be found watching Supernatural and FOX News, spending time on LinkedIn and reading Reader’s Digest.
• The 6.6 million Allstate switchers are most likely to be found watching The Resident and A&E, spending time on Pinterest and reading Rolling Stone.

Of course, finding these valuable prospects is just the beginning. If you’d like further insight into the strategies and messaging most likely to resonate with these coveted consumers request a demo today.

View my on-demand webinar on “3 Strategies for Connecting with the 28 Million Insurance Switchers.”