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Many respondents to a recent Deloitte insurance consumer survey indicated interest in being able to more easily and frequently adjust their basic auto coverage depending on how they use their vehicle. (Photo: Bigstock/ALM Media archives) Many respondents to a recent Deloitte insurance consumer survey indicated interest in being able to more easily and frequently adjust their basic auto coverage depending on how they use their vehicle. (Photo: Bigstock/ALM Media archives)

While personal lines insurers may have their work cut out for them when it comes to standing out in what appears to be a market dominated by traditional, price-driven, commoditized products, innovation may yet lead to disruption down the road, a Deloitte consumer survey has revealed.

When queried about the types of auto, home, and renters’ insurance concepts they’d prefer, the coverage features they desire, and their willingness to share information, most of the survey’s 1,000 U.S. respondents remain fairly conservative, opting to stick with the basic, standard policies already familiar to them.

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