A Rise in Digital Insurance Shopping — Mixed Results

JD Power’s 2026 U.S. Insurance Digital Experience Study says 47% of consumers used digital sources to purchase auto and homeowners insurance. That’s the bad news. The good news is satisfaction with websites and mobile apps is dropping.

Company spokesman, digital solutions head, Eric McGready said the average satisfaction number — out of 1,000 — is 695 points. That’s down four points from last year’s 699. Overall satisfaction with insurance shopping is 523. It dropped 12 points from the 535 in 2025.

"As insurance prices have started to come down nationwide, a massive volume of active customers and new prospects are comparison shopping and hunting for information on insurer websites and mobile apps,” McCready said. "Likewise on the customer service side, the digital channel is quickly becoming the primary touch point between insurers and their customers. Some insurers have embraced this digital transformation by building well-thought-out, easy-to-navigate digital properties, but many are still struggling to deliver the right mix of information and resources customers can use to get the information they need.”

JD Power’s director of marketing engagement, Justin Suter said the study shows customers want better comparison tools and that’s not happening.

• 27% found comparison tools on websites or mobile apps where insurance can be purchased

• 28% found no comparison tools at all

• 39% of consumers are likely to consider a purchase if comparison tools are available

• Just 12% will make a move if no comparison tools are there

"As customers increasingly turn to digital channels for questions about their existing policy, policy changes, or when shopping for a new carrier, websites and apps have become a core component of the insurance customer journey,” Suter said. "As people start using AI tools for insurance information and even quote comparisons, insurers need to get their digital formulas right to support the new ways in which customers look for information.”

People shopping for insurance using virtual assistants and chatbots on an insurer website or a mobile app had an average satisfaction score of 645. That’s up 132 points from those not using those tools.

While virtual assistants and chatbots are handy and loved by most consumers, only 11% of insurance shoppers use them.

Source link: Digital Insurance — https://bit.ly/4wUeIwi