Presentation I gave at the Financial Services Forum at Yahoo in March 2009. Essentially a look at media and search issues around insurance aggregators.
6. Audience crossover between main aggregators 10k 150k 160k 2.2m UVs 760k UVs 750k UVs Source: Google Adplanner 200k
7. Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users More female More middle aged Empty nesters
8. Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users Better educated Not poor
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10. Importance of aggregators 59% of insurance purchases involved 1+ visit to an aggregator during the research process. 10% of searches comes from aggregator terms. Comscore Custom analysis, Uk Population Q3,2007
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12. More than 50% of searches on ‘home insurance’ go to just two aggregators
13. More than 40% of searches for “home insurance” go to just two aggregators
15. Aggregators are starting to use online media... TOTAL ONLINE MEDIA SPEND - 2008 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900
16. ...but their spend is dwarfed by the big finance brands TOTAL ONLINE MEDIA SPEND - 2008 Aviva - Norwich Union £9,621,900 Churchill Insurance £1,357,500 Direct Line £1,859,900 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900