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Which types of insurance are more popular with Kiwis?

House, contents, and car insurance, which types of insurance are more popular with Kiwis?

NZ Industry Report and Survey

FIRST NZ just released a new industry report showing how visible and how much online reach New Zealand’s house, contents and car insurance providers have within Google’s Search Engine.

Additionally, a consumer survey was carried out, discovering that the majority of Kiwis surveyed are pretty well insured.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that State leads the RBR for the analysed search terms – followed by AMI Insurance and Tower.

This insurance market is highly competitive and a lot of players are looking to gain a larger proportion of market share online. Although the competition is high, more than half of all analysed companies are not “really” doing a great job and making best use of what is presumably their most cost effective marketing channel: “Search”.

In our survey it was revealed that Kiwis considered professional advice as the most important factor when considering house or contents insurance, followed by the range of cover options. Also interesting was the fact that most Kiwis who applied for one of the insurances (house, content or car) would mainly apply through a call centre compared to other ways.

Another question that we asked was where Kiwis typically go to find information about a content, house or car insurance? Where would you go?

The responses are interesting and varied.

As the insurance market seems to be quite saturated, it is even more important for providers to focus on consumer search behaviour and to be present at the point of consideration and decision.

To get the full industry report and survey data, please download the full report below.

By conducting this industry report FIRST used its metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines, which provides a simple way to compare a website’s search engine rankings with its competitors.

Download the full industry report here.

FIRST is New Zealand’s leading multi-disciplinary digital agency that focuses on delivering campaigns and creative that targets, captures, engages, convinces and converts consumers. Visit the FIRST website to get more information on their digital marketing services.


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