LIMRA Consumer Research
Share of distribution by purchase stage (percent using each method)
- The proportion of consumers using each method changes significantly between purchase stages:
- Between Stage 2 (Shop) and Stage 3 (Quote), the proportion using direct mail declines by 48 percent, while the share of distribution for online resources increases by a similar amount.
- Between Stage 3 (Quote) and Stage 4 (Purchase), the proportion using online sources falls by 52 percent, while the proportion using phone distribution increases by 28 percent.
- Usage rates of different methods change noticeably by household demographics. However, these tendencies also change as consumers advance through the purchase process.