While Marshall McLuhan coined the phrase "the medium is the message" back in 1964, his hypothesis still resonates today when it comes to personal-lines insurance marketing in that the medium itself—not merely the message it delivers—has intrinsic value for consumers.
That's one of the key conclusions that can be drawn from "The Voice of the Personal Lines Insurance Consumer," a pair of online surveys by Deloitte Research that queried 1,080 auto policyholders and an equal number of those with homeowners' coverage.
Indeed, the vast majority of respondents in both surveys said that the ability to interact with their insurers over a multitude of channels—in person or on the phone, over the Internet, through social media or via applications on their mobile smartphones—will be a major consideration when they make their next personal-lines policy purchase, regardless of how or from whom they buy their coverage.
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