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市場調查報告書
英國針對個人的保險流通市場
Distribution in UK Personal General Insurance 2008
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英國針對個人的保險流通市場 是由出版商Datamonitor在2009年02月所出版的。
這份英文市場調查報告書價格從美金2795起跳。
Abstract
Overview
Introduction
This brief analyzes the market share of the different channels and platforms
through which consumers purchase their home and private motor cover and also
details how consumers' household income influences their method of insurance
arrangement. In addition, the brief provides insight into the marketing spend
and media strategy of the top 10 insurance advertisers.
Scope
- Data and analysis on the market share of each distribution channel in home
and private motor insurance.
- Consumer data showing the extent to which consumers use each of the main
platforms to purchase their home and private motor insurance.
- Information on the marketing spend and spend by media of the top 10
insurance advertisers in 2008.
Highlights
Partnerships have faired well in highly commoditized insurance lines such as
private motor as consumers have become comfortable arranging their cover from
providers such as retailers that do not offer the insurance expertise found in
players from other channels.
The beginning of 2008 saw Direct Line launch a campaign that ran throughout
the year, alerting people to the importance of quality car insurance and
marking a move away from a traditionally price focused message, though later
TV adverts released in August stressed a two year premium rate freeze.
Reasons to Purchase
- Understand the relative market share of each distribution channel in the
home and private motor insurance markets.
- Benchmark your marketing spending against your competitors' spending and
understand which rivals pose the greatest threat.
Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- The direct channel is the primary route to market for private motor
insurers
- The direct channel continues to be the dominant route to market for
private motor insurance
- The broker channel is the second largest distribution channel for
private motor insurance
- Corporate partnerships also play a strong role in the distribution of
private motor insurance
- Banks and building societies have a market share of 7%
- Banks and building societies are the largest distribution channel for
home insurance
- The majority of home insurance is distributed via banks and building
societies
- Brokers accounted for an estimated 26% of home insurance premium
income in 2008
- The direct channel accounts for around a quarter of home insurance
premium income
- Around 15% of home insurance premium income is distributed via the
partnerships channel
- A number of aggregators as well as LV= entered the top 10 advertisers in
2008
- RBSI' s biggest brands, Direct Line and Churchill, were the biggest
insurance advertisers in 2008
- Three aggregators appeared in the top 10 advertisers in 2008,
highlighting their importance to the market
- LV= entered the top 10 after almost doubling its advertising spending
in 2008
- Norwich Union Direct' s advertising spend declined the most in 2008
- The top insurance advertisers devoted the bulk of their budgets to TV
advertising in 2008
- The top 10 insurance advertisers collectively spent more than £128.6m
on TV advertising in 2008
- Saga spent the most on direct mail, highlighting its importance in
cross-selling
- Other media such as radio and press played a smaller role
- APPENDIX
- Definitions
- Premium income measures
- Gross Premium
- Written premiums
- Distribution definitions
- Banks/building societies
- Broker
- Company staff
- Direct
- ' Other' company agents
- Partnerships
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Private motor insurance GWP distribution by channel (All
business), 2004-08e
- Table 2: Household insurance GWP distribution by channel (All business),
2004-08e
- Table 3: Top 10 personal general insurance advertisers, 2006-08, (£)
- Table 4: Top 10 personal general insurance advertisers' spend by media,
2006-08 (£)
- List of Figures
- Figure 1: The direct channel continues to be the number one route to
market for private motor insurance
- Figure 2: Banks lost market share in the home insurance market as
mortgage linked sales declined in 2008
- Figure 3: Three aggregators now feature in the top 10 insurance
advertisers
- Figure 4: The top 10 general insurance advertisers devoted the majority
of their spending to TV advertising in 2008
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