2023 Carbon Media Auto Insurance Survey Results

- August 3, 2023

Automotive, Digital Media, Insurance

We recently surveyed our auto community to gather the opinions, preferences, and behaviors of our audience in relation to their most recent auto insurance experience. A total of 250 respondents participated in the survey.

Questions covered a range of topics including:

  • Audience demographics
  • Current auto insurance provider
  • In-market auto insurance shoppers

To begin the survey, respondents were asked a series of questions aimed at capturing demographic data to gain insight into who opted to complete the survey. Based on the responses, 88% of survey participants were male, 6% were female, and 6% identify as other. With 80% of respondents stating they are 35 years of age or older.

We then asked respondents about their current insurance providers. Coming in at the #1 and #2 spots were State Farm (22%) and Progressive (16%). With AAA (7%), Geico (7%), and Allstate (5%) closing out the top (5) insurance providers among our survey respondents.

When asked specifically about why they chose their current auto insurance provider, 44% said they offered the best deal, 33% stated they were looking to bundle their auto and home insurance, 16% were referred by a friend or family member, 16% based their decision on a previous claims experience, 10% considered themselves brand loyalists, 5% liked the advertising,  and 3% based their decision on something else.

The last section of the survey asked respondents about their desire to switch auto insurance companies within the next 12 months and their reasons for wanting to switch. A quarter (25%) of respondents stated they would be looking to change their auto insurance provider in the next year. Among those looking to make a change, 71% said their main reason was simply to find a better deal. Other reasons for wanting to switch providers were bundling auto/home insurance (8%); relocating (4%); and other respondents were not satisfied with their current insurance coverage (4%).

For more information on how your brand can reach and engage with consumers who are in-market for new auto insurance, contact us today!