People originally turned to the Internet to learn about auto insurance and compare prices but lagged in making an online purchase. In 2006 there was a shift with an increase in the number of policies purchased online.

"Consumers are demanding the freedom to choose their method for interacting with their auto insurer – whether online, by phone, or in person," said Kevin Levitt, comScore vice president. 

"The rapid growth of the Internet demonstrates the importance of a multi-channel approach that includes the ability to request quotes, purchase policies and service accounts online." 

In addition to more people buying policies online, the auto insurance industry saw growth in online policy and account management. E servicing is attractive to bout insures and customers because it saves time and money.

 Total e-servicing visits grew by 15 percent, with the increase boosted by a 20 percent increase in visits to policy management sections of sites, indicating people are more comfortable with completing more complex transactions such as adding cars to policies online.

"Consumers appreciate the freedom and flexibility of being able to manage their policies online," continued Mr. Levitt. "Meanwhile, insurers benefit by reducing costs incurred in their offline channels and communicating more effectively and efficiently with consumers, thereby enhancing the lifetime value of the relationship."