Gartner Research

Digital Behaviors Lacking Among North American Insurance Consumers

Published: 05 May 2015

ID: G00272757

Analyst(s): Kimberly Harris-Ferrante , Juergen Weiss


Insurance consumers in North America still favor traditional agent interactions and are low in adoption of digital channels and interactions. Insurance business and IT leaders in the region need to build comprehensive business models that support the multifaceted needs of their target markets.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Consumer reliance on agents will require insurance business and IT leaders to build digital agency models to help their agents support digital technologies and engage with consumers transitioning to digital interactions
  • The buying decisions of North American insurance customers are based on diverging factors requiring different service, channel and technology strategies for business and IT leaders
  • Mobile adoption for insurance services is low among North American consumers, which will result in the need for business and IT leaders to be more cautious about customer-facing mobile deployments

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