Insurance shopping. Younger generations, millennials and Gen Z, are the primary groups driving the shopping activity. (Photo: Shutterstock)

Most people don’t typically associate the word “science” with shopping for auto insurance; however, there are many factors taken into consideration when trying to determine who is looking for insurance each year. In TransUnion’s most recent Auto Insurance Shopping Index, 21.7% of consumers shopped for insurance in 2018, up from 20% in the previous year.

The primary groups driving the shopping activity were the younger generations (millennials and Gen Z), who accounted for 39% of the total shoppers, and the subprime credit market which shopped nearly twice as much as prime or above credit consumers. Not surprisingly, insurance companies also spent a record amount advertising to consumers in 2018, rising 13.2% (Auto Insurance Report. Vol. 26#31/) over the prior year to total a staggering $7.49B.

Want to continue reading?
Become a Free
PropertyCasualty360 Digital Reader.


  • All news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including and

Already have an account?


© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


Join PropertyCasualty360

Don’t miss crucial news and insights you need to make informed decisions for your P&C insurance business. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including, and
  • Exclusive discounts on PropertyCasualty360, National Underwriter, Claims and ALM events

Already have an account? Sign In Now
Join PropertyCasualty360

Copyright © 2024 ALM Global, LLC. All Rights Reserved.