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UK Personal Insurance Distribution 2010

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					UK Personal Insurance Distribution 2010
UK Personal Insurance Distribution 2010
Datamonitor

Date: Jul, 2010
Pages: 151
Price: US$ 4,495.00
ID: U3AB731D358EN

Introduction

This report provides an analysis of the distribution of personal insurance in the UK. It includes information on
the advertising spend and market share of the key players and analyzes the effect of online aggregators in the
personal lines sector. It also details notable deals made over the past year and explores the evolving balance
between the various distribution channels.

Scope

        • Insight into the latest issues affecting the personal insurance market and the impact these are having
          on distribution.
        • Data on consumer purchasing behavior and brand loyalty in the UK household and private motor
          insurance markets, sorted by key demographic groups.
        • The latest data on the size of the personal insurance market and premium splits by distribution
          channel.
        • Forecasts up to 2014 of the market share of different channels in the UK private insurance space.

Highlights

As of March 2010, the internet was the most popular platform for arranging motor insurance overall, with
more than half of all respondents stating that they had used the platform. This highlights consumers'
confidence in arranging the policies and other financial transactions online without assistance.

Overall, the top 10 insurance advertisers spent 1.1% less on advertising in 2008 compared to 2007, dipping
from ?216.4m overall to ?214.0m. This was perhaps indicative of the effect the economic recession had on the
insurance sector as a whole, rather than due to a specific trend.

Carole Nash insures 300,000 motorcycles, which equates to about a quarter of all licensed bikes in the UK.
Since acquiring more than 17,000 policies from the AA in 2004, Carole Nash has been purchasing motorcycle
books from those who do not consider them a core product.

Reasons to Purchase

        • Understand consumer purchasing patterns and their attitudes to brand awareness and aggregators.
        • Make decisions based on consumers' use of different platforms for personal insurance arrangement
          and the shifting trends within the market.
        • Gain insight into the factors driving changes in distribution and how this is linked to modern
          technology.


UK Personal Insurance Distribution 2010                                                                            1
UK Personal Insurance Distribution 2010   2
UK Personal Insurance Distribution 2010 - Table of Content

Overview
Catalyst
Summary
Executive Summary
The direct channel gained market share, while brokers saw their share decline
The direct channel remains the dominant provider of private motor insurance
Banks and building societies hold the largest share of the UK home insurance market
The top 10 advertisers increased their expenditure compared to 2008
The vast majority of consumers use the internet or telephone to arrange their motor insurance cover
Half of all consumers arrange their motor insurance over the internet
Consumers aged between 25 and 34 are more likely to arrange their motor insurance online
The broker channel has been gradually growing its household insurance market share
Brokers distributed an estimated 28% of the private motor insurance GWP in 2009
Brokers hold a growing share of the home insurance market
Banks and building societies lost personal insurance market share in 2009
Bancassurers hold the largest share of the UK household insurance market
The presence of affinities has decreased in the UK home and motor insurance markets
Affinity groups and retailers saw a slight dip in their private motor market share from 2008
Fortis procures significant partnerships to provide Tesco and Toyota with home and motor insurance
Over 60% of consumers use an aggregator when purchasing motor insurance
A sizeable proportion of aggregator visitors use them for research purposes only
Table of Contents
Table of figures
Table of tables
Personal Insurance Distribution Dynamics
Introduction
The direct channel gained market share, while brokers saw their share decline
The direct channel remains the dominant provider of private motor insurance
The broker channel is the second largest distributor of private motor insurance
Corporate partnerships witnessed their share contract in the private motor market
The banks and building societies market share is diminishing
Banks and building societies hold the largest share of the UK home insurance market
The majority of home cover sales can be attributed to banks and building societies
Brokers closed the market share gap with the bancassurers in 2008 and 2009
The direct channel retains a level share of the household insurance market
Partnerships share of the UK home insurance market has declined
The vast majority of home and motor insurance policies are distributed through the top 10 groups and brands
Thirteen of the largest insurance groups hold the majority of both the home and motor insurance markets
Direct Line is particularly popular among younger consumers for private motor insurance
Older consumers are more likely to select a home insurance policy targeted at their age group
Direct Line's and Halifax's combined contents and buildings insurance policies are particular popular among
younger consumers
Home contents insurance providers showed little age to market correlation, aside from RIAS and Saga
Consumers aged 18-24 were most likely to arrange buildings only home insurance policies through a top ten
distributor
Two aggregators appeared in the top 10 advertisers in 2009
The top 10 advertisers increased their expenditure compared to 2008
RBS brands Direct Line and Churchill were two of the top three insurance advertisers in 2009

UK Personal Insurance Distribution 2010 - Table of Content                                                    3
Zurich Insurance became a top 10 advertising spender after more than doubling its advertising spending in
2009
Acromas Group insurers decreased their advertising spend in 2009
Aviva resumes its high advertising spend from 2007
The top insurance advertisers spent half their budgets on television advertising in 2009
While TV advertising remains the medium eliciting the most expenditure, direct mail has increased in
prominence as an advertising platform
Saga and HomeServe spent the most on direct mail advertising
Press, radio and the internet were used to a lesser extent in insurance advertising
Personal Insurance Consumers
Introduction
Home and motor insurance remain the largest potential pools of customers for personal lines insurers
The sizable market for private motor insurance included a larger and more even penetration spread than in
2008
Middle-aged and older consumers are more likely to have motor cover, perhaps necessitating a more universal
strategic focus than before
Motor insurance consumers with higher incomes have higher penetration rates
The social grade of consumers has less bearing on the likelihood of arranging motor insurance
Combined household insurance is the most popular type of product sold to consumers
There is a healthy market for home insurance products
Consumers over the age of 55 are the largest target market for combined policies
Higher income households have higher penetration rates for combined home insurance and buildings only
cover
Consumers belonging to socio-economic groups A and B display consistently higher penetration rates for
combined household products
The vast majority of consumers use the internet or telephone to arrange their motor insurance cover
Half of all consumers arrange their motor insurance over the internet
Internet and telephone sales are becoming increasingly prevalent in the home insurance market
Internet sales strategies would prove more effective than telephone sales for younger personal insurance
policy buyers
Consumers aged between 25 and 34 are more likely to arrange their motor insurance online
The telephone surpasses the internet as the most popular platform for arranging home contents insurance
Consumers aged over 64 prefer to use the phone to arrange their insurance policies, whereas other groups
prefer to use the internet
Internet-based sales strategies are effective at targeting higher income households
To a point, higher income consumers are more comfortable purchasing their motor insurance cover online
Internet selling strategies for combined home insurance should remain the core method of targeting consumers
with household incomes over ?30,000
Consumers are generally more likely to purchase their home contents insurance over the telephone
The internet was the most popular method of motor insurance arrangement
Consumers belonging to socio-economic group E displayed the lowest tendency to purchase their motor
insurance online
A and E consumers prefer to purchase their combined policy over the telephone
The telephone is the preferred platform for arranging home contents insurance policies
Insurance providers' retention rates vary with age and type of insurance
Older consumers are generally more likely to stay with their existing insurance company
Consumers aged under 34 displayed the least loyalty to their insurance providers
Consumers aged 45-64 are more likely to stay with the same home contents insurance provider at renewal
Retention rates for combined home insurance peak with middle-aged consumers
Wealthier consumers are the least loyal to their home insurance providers

UK Personal Insurance Distribution 2010 - Table of Content                                                 4
Motor insurance consumers displayed a similar level of switching among all income bands
Consumers earning less than ?15,000 are least likely to change their combined insurance provider
Consumers with a household income of ?75,000-99,999 are the most loyal to their home contents insurance
policy providers
Price should be the primary focus in insurance marketing campaigns
Price was the most commonly cited reason for selecting a motor insurance provider
Insurance companies should emphasize competitive prices when marketing their combined policies
While price remains the dominant attraction for insurance buyers, older consumers are more likely to consider
other factors
Although it remains the key factor, older consumers of motor insurance are less concerned about price
Older consumers increasingly value non-price factors when choosing their home insurance providers
Direct Insurance
Introduction
Direct insurers have a growing share of the private motor market
Direct insurers have experienced an increase in their market share in private motor cover since 2006
Direct insurers hold a level share of the household market
The top direct insurers significantly increased their overall advertising budget
Advertising spend on motor and travel insurance decreased, while expenditure on other forms of general
insurance increased by varying amounts
All forms of media advertising saw increased direct insurer funding, apart from cinema campaigns
Direct Line remained the top direct insurance advertiser in 2009, albeit by a smaller margin
Direct Line still dominates most areas of motor and home insurance
The top five direct insurers comprised over a quarter of the motor insurance market
Direct insurers consistently form the top five players in the home insurance market
Direct insurers continued to launch new products in a bid to their grow market share
AXA launched a new direct motor cover product
Zurich launched its new Zurich Connect product
Fortis will rebrand itself to Ageas
RBS Insurance is to sell Direct Line and Churchill within a few years
esure has undergone a management buy-out from the Lloyds Banking Group
Brokers and Intermediaries
Introduction
The broker channel has been gradually growing its household insurance market share
Brokers distributed an estimated 28% of the private motor insurance GWP in 2009
Brokers hold a growing share of the home insurance market
The main focus of broker insurance advertising was via direct mail
The top 10 brokers allocated most of their advertising budget on private motor and home insurance
marketing
Brokers continue to display a marketing strategy that is primarily focused around the direct mail platform
The AA cut its advertising spend, while RIAS significantly increased its budget
The AA dominated over other insurance brokers in both home and motor insurance
The AA was the market leader for broker-distributed private motor insurance
The broker household insurance market is dominated by AA, RIAS and Swinton
The broker sector has seen a number of big structural changes over the last year
LV Broker makes full use of its broking relationships
Brightside purchased eCar and eBike for up to ?34.6m
Allianz Clear launches and incorporates a home insurance aggregator
Swinton increased its online sales effort
Castle Cover adds Zenith insurance to its panel
Carole Nash wins the Co-operative motorcycle book

UK Personal Insurance Distribution 2010 - Table of Content                                                  5
Banks and Building Societies
Introduction
Banks and building societies lost personal insurance market share in 2009
Bancassurers held an estimated 5% share in the private motor market in 2009
Bancassurers hold the largest share of the UK household insurance market
Spending by the leading bancassurance advertisers decreased in 2009
Bank insurers more than tripled their spend on marketing their general/combined range, despite overall cuts to
their budgets
In 2009, banks showed a slight swing toward a more contemporary mass-market advertising strategy
Half the top 10 bancassurers showed an increase in advertising budget in 2009
Banks hold a significant proportion of the home insurance market, but only have a small presence in motor
insurance
Bancassurers have a diminished and negligible market presence in motor insurance
Lloyds Banking Group controls a significant share of the UK home insurance market
Barclays will continue to distribute Aviva home insurance
Despite decreased consumer confidence, bancassurers are still targeted by insurers as a means to growth
Barclays will continue to distribute Aviva home insurance
RSA will provide West Bromwich BS with household insurance policies
Affinity Groups and Retailers
Introduction
The presence of affinities has decreased in the UK home and motor insurance markets
Affinity groups and retailers saw a slight dip in their private motor market share from 2008
Affinities make up an estimated 15% of total UK household insurance GWP
The top affinity insurance advertisers increased their budget in 2009
A third of the insurance products advertised by the top 10 affinity insurance advertisers are niche lines
The top 10 affinity insurance advertisers use direct mail campaigns to effectively leverage their customer
databases
While most of the top 10 affinity insurance advertisers decreased their advertising spend in 2009, their overall
expenditure increased
Affinity partnerships comprise almost 10% of the general insurance market
The top five brandassurers hold a lower market share than in 2008
Affinity partnerships have the largest share in the combined policy market
A number of influential affinity partnerships were formed in the last year
Fortis procures significant partnerships to provide Tesco and Toyota with home and motor insurance
Kwik-Fit has sold off its insurance wing to Fortis
Carole Nash wins an insurance deal with Harley Davidson
Thornside to provide Sainsbury's pet insurance
Heath Lambert wins Debenhams deal
Aggregators and Price Comparison Sites
Introduction
Over 60% of consumers use an aggregator when purchasing motor insurance
A sizeable proportion of aggregator visitors use them for research purposes only
Insurance aggregator advertising has become a four-horse race
Only negligible amounts were spent on aggregator advertising outside of the top four
More than three-quarters of the top four aggregators' advertising budget was spent on motor insurance cover
The leading four aggregators are highly dependant on TV advertising
The aggregator market is innovative and highly competitive
MoneySupermarket.com's revenue declined in 2009
MSN and BeatThatQuote.com have launched a new comparison site
Future Decoded

UK Personal Insurance Distribution 2010 - Table of Content                                                     6
Introduction
The direct channel in the private motor insurance market is predicted to contract after 2011
The direct channel has shown consistent growth since 2007
Brokers are predicted to lose market share until 2011 and thereafter regain it
Affinity partnerships are forecast to gradually increase their market share over the next five years
As consumer confidence in the banking sector improves, bancassurers will gain market share in private motor
insurance distribution
Banks and building societies are predicted to remain the dominant provider of UK household insurance
The direct channel is expected to see an increase in market share during the forecast period
Bancassurers are predicted to retain the largest share of the UK household insurance market
Brokers are expected to see a decline in market share from around 2011
Affinity partnerships will gradually increase their market share in UK household insurance
Appendix
Definitions
Premium income measures
Earned premiums
Gross premium
Net premium
Written premiums
Distribution definitions
Bancassurers
Banks/building societies
Brandassurers
Broker
Company staff
Direct channel
'Other' company agents
Partnerships
Methodology
Datamonitor General Insurance Consumer Survey
Primary and secondary research
Distribution estimates and forecast methodology
Advertising and marketing spend data
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF TABLES

Table 1: Private motor insurance GWP distribution, by channel, 2005-09e
Table 2: Household insurance GWP distribution by channel, 2005-09e
Table 3: With which of these insurance companies are you insured for your motor insurance policy/s? Top 10
responses split by age
Table 4: With which of these insurance companies are you insured for your home insurance policy/s? Top 10
responses, split by age
Table 5: With which of these insurance companies are you insured for your combined contents and buildings
insurance policy/s? Top 10 responses, split by age
Table 6: With which of these insurance companies are you insured for your home contents insurance policy/s?
Top 10 responses, split by age

UK Personal Insurance Distribution 2010 - Table of Content                                                7
Table 7: With which of these insurance companies are you insured for your home buildings insurance
policy/s? Top 10 responses, split by age
Table 8: Top 10 personal general insurance advertisers (?), 2006-09
Table 9: Top 10 personal general insurance advertisers' spend (?), by media, 2006-09
Table 10: Which of the following types of insurance are you covered by?
Table 11: Which of the following types of insurance are you covered by? Responses split by age
Table 12: Which of the following types of insurance are you covered by? Responses split by household
income
Table 13: Which of the following types of insurance are you covered by? Responses split by socio-economic
group
Table 14: How did you arrange the home insurance policy you currently have?
Table 15: How did you arrange the motor insurance policy you currently have? Responses split by age
Table 16: How did you arrange the home contents insurance policy you currently have? Responses split by
age
Table 17: How did you arrange the combined contents and buildings insurance policy you currently have?
Responses split by age
Table 18: How did you arrange the motor insurance policy you currently have? Responses split by household
income
Table 19: How did you arrange the combined contents and buildings insurance policy you currently have?
Responses split by household income
Table 20: How did you arrange the home contents insurance policy you currently have? Responses split by
household income
Table 21: How did you arrange the motor insurance policy you currently have? Responses split by
socio-economic group
Table 22: How did you arrange the combined contents and buildings insurance policy you currently have?
Responses split by socio-economic group
Table 23: How did you arrange the home contents insurance policy you currently have? Responses split by
socio-economic group
Table 24: When you last renewed your motor insurance, did you change company or stay with the same one?
When your motor insurance next comes up for renewal, how likely or unlikely is it that you will shop for
alternative quotations? Responses split by age
Table 25: When you last renewed your home contents insurance, did you change company or stay with the
same one? When your home contents insurance next comes up for renewal, how likely or unlikely is it that
you will shop for alternative quotations? Responses split by age
Table 26: When you last renewed your combined contents and buildings contents insurance, did you change
company or stay with the same one? When your combined contents and buildings contents insurance next
comes up for renewal, how likely or unlikely is it that you will shop for alternative quotations? Responses
split by age
Table 27: When you last renewed your motor insurance, did you change company or stay with the same one?
When your motor insurance next comes up for renewal, how likely or unlikely is it that you will shop for
alternative quotations? Responses split by household income
Table 28: When you last renewed your combined contents and buildings contents insurance, did you change
company or stay with the same one? When your combined contents and buildings contents insurance next
comes up for renewal, how likely or unlikely is it that you will shop for alternative quotations? Responses
split by household income
Table 29: When you last renewed your home contents insurance, did you change company or stay with the
same one? When your home contents insurance next comes up for renewal, how likely or unlikely is it that
you will shop for alternative quotations? Responses split by household income
Table 30: Why did you take out your home insurance with your current provider? Top five responses
Table 31: Why did you take out your motor insurance with your current provider? Top five responses, split by

UK Personal Insurance Distribution 2010 - Table of Content                                                 8
age
Table 32: Why did you take out your home insurance with your current provider? Top five responses, split by
age
Table 33: The direct channel's share of motor and household insurance GWP, 2005-09e
Table 34: Top 10 direct insurers' advertising spend (?), by product, 2006-09
Table 35: Top 10 direct insurers' advertising spend (?), by medium, 2006-09
Table 36: Top 10 direct insurance advertisers (?), 2006-09
Table 37: Market share of the top five direct motor insurance brands, March 2010
Table 38: Market share of the top five direct household insurance brands, March 2010
Table 39: The broker channel's share of the motor and household insurance GWP, 2005-09e
Table 40: Top 10 brokers' advertising spend (?), by product, 2006-09
Table 41: Top 10 brokers' advertising spend (?), by medium, 2006-09
Table 42: Top 10 brokers' advertising spend (?), 2006-09
Table 43: Market share of the top five motor broker insurance brands, March 2010
Table 44: Market share of the top five household broker insurance brands, March 2010
Table 45: Banks' and building societies' share of the motor and household insurance GWP, 2005-09e
Table 46: Top 10 bancassurers' advertising spend (?), by product, 2006-09
Table 47: Top 10 bancassurers' advertising spend (?), by medium, 2006-09
Table 48: Top 10 bancassurance advertisers (?), 2006-09
Table 49: Market share of the top five bank or building society motor insurance brands, March 2010
Table 50: Market share of the top five bank and building society household insurance brands
Table 51: UK home lending volume and value, 2005-09
Table 52: The partnership channel's share of the motor and household insurance GWP, 2005-09e
Table 53: Top 10 affinities and retailers' advertising spend (?), by product, 2006-09
Table 54: Top 10 affinities and retailers' advertising spend (?), by medium, 2006-09
Table 55: Top 10 affinity groups and retailers' advertising spend (?), 2006-09
Table 56: Market share of the top five affinity partnership motor insurance brands
Table 57: Market share of the top five affinity partnership household brands
Table 58: When your car insurance last came up for renewal, did you visit any price comparison sites to
obtain quotations?
Table 59: Top four aggregators' advertising spend (?), 2008-09
Table 60: Top four aggregators' advertising spend (?), by product, 2008-09
Table 61: Top four aggregators' advertising spend (?), by medium, 2007-09
Table 62: UK private motor insurance GWP distribution by channel, 2009e14f
Table 63: UK household insurance GWP distribution, by channel, 2009e-14f
Table 64: Breakdown of motor insurance consumer survey respondents, by household income and age
Table 65: Breakdown of household insurance consumer survey respondents, by household income and age
Table 66: Breakdown of motor insurance consumer survey respondents, by socio-economic group
Table 67: Breakdown of household insurance consumer survey respondents, by socio-economic group

LIST OF FIGURES

Figure 1: Direct Line was the largest insurance advertiser in 2009 by a distinct margin
Figure 2: The broker channel retained the household insurance market share it held in 2008
Figure 3: The direct channel gained market share at the expense of corporate partnerships
Figure 4: Bancassurers' share of the home insurance market has declined
Figure 5: The RBS Group maintains dominance over the UK motor insurance market
Figure 6: The Lloyds Banking Group and the RBS Group both have a strong presence in the home insurance
sector
Figure 7: Direct Line is the market leader for private motor insurance

UK Personal Insurance Distribution 2010 - Table of Content                                                    9
Figure 8: Halifax held the largest share in the 18-24 age group
Figure 9: For combined insurance, age-focused Saga and RIAS are dominant for older consumers
Figure 10: Targeting older consumers has proved effective for RIAS and Saga
Figure 11: Banks and building societies have a strong presence in the buildings only insurance sector
Figure 12: Direct Line was the largest insurance advertiser in 2009 by a distinct margin
Figure 13: Half the top 10 general insurance advertisers' spend was dedicated to television marketing
Figure 14: Consumers aged over 34 possess the highest penetration rates for private motor insurance cover
Figure 15: Consumers with higher incomes have higher penetration rates for motor insurance
Figure 16: Motor insurance consumers have similar rates of penetration across all socio-economic groups
Figure 17: Combined buildings and contents policies have the highest penetration rates
Figure 18: Over 55s are the largest target market for combined home insurance policies
Figure 19: Providers should target their combined contents and buildings insurance offer at consumers in the
mid and higher income bands
Figure 20: Bands A and B show the best penetration rates overall, while group E displays an off-trend high
rate for combined policies
Figure 21: The vast majority of consumers arrange their car insurance policy over the internet or telephone
Figure 22: The majority of home insurance is distributed over the phone or the internet
Figure 23: Internet distribution decreases with older consumers
Figure 24: Older consumers are more likely to use the phone to arrange their home contents insurance
Figure 25: Older consumers are more likely to buy their combined policies over the phone
Figure 26: Higher income consumers are generally more likely to arrange motor insurance over the internet
Figure 27: Consumers with income over ?100,000 prefer to arrange their combined policy over the telephone
Figure 28: The phone is the most used platform for arranging home contents insurance
Figure 29: The internet was the platform of choice across the board for arranging motor insurance
Figure 30: Groups A and E are more likely to use the telephone to arrange their combined household policy
Figure 31: Higher socio-economic groups are more likely to use the internet to arrange home contents
insurance
Figure 32: Older consumers are more likely to retain their current insurance providers
Figure 33: Consumer loyalty in the contents only insurance sector peaks with middle-aged consumers
Figure 34: Middle-aged consumers are most likely to stay with their combined home insurance provider
Figure 35: Consumers are generally most likely to stay with their current motor insurance provider
Figure 36: Consumers with a household income of ?100,000-139,999 are the most likely to switch their
combined insurance policy providers
Figure 37: The home contents insurance market showed a large degree of loyalty overall
Figure 38: Price was the dominant factor for consumers in deciding the choice of motor insurance providers
Figure 39: Price is a particularly important factor for consumers purchasing a combined home insurance
policy
Figure 40: Older consumers were less likely to state price as a reason for selecting an insurance provider
Figure 41: The reputation of a home insurance provider is particularly important to the over 65s
Figure 42: The direct channel maintained a constant presence in the household market and an increasingly
larger hold on the private motor market
Figure 43: Motor insurance advertising makes up the biggest spend for direct insurers
Figure 44: Almost half of the direct insurance advertisers' combined budget was spent on TV campaigns
Figure 45: Direct Line retains the largest advertising spend in 2009, while Aviva dramatically increased its
marketing expenditure
Figure 46: The top five direct insurers are also in the top seven overall distributors of private motor cover
Figure 47: Direct Line is the market leader across all sectors of the household insurance market
Figure 48: The broker channel retained the household insurance market share it held in 2008
Figure 49: Home and motor insurance remain the key focus areas of the top insurance broker advertisers
Figure 50: Direct mail campaigns comprise the bulk of the top insurance broker advertisers' combined

UK Personal Insurance Distribution 2010 - Table of Content                                                  10
budget
Figure 51: Bluefin made a strong entrance into the broker advertising market, while the AA cut its spend
Figure 52: The AA has a clear lead over the other top five brokers, comprising half the sales of the top five
brokers in March 2010
Figure 53: The AA is the overall market leader for UK home insurance distribution
Figure 54: 2009 is expected to see a dip in the bancassurers' market share of UK home insurance
Figure 55: Home insurance remains a priority for bancassurance advertisers
Figure 56: Direct mail cross-selling remains a fundamental marketing strategy for bancassurers
Figure 57: NatWest went against the trend in 2009 and tripled its advertising spend
Figure 58: Lloyds TSB has maintained its market dominance among bancassurers, albeit at a reduced margin
Figure 59: Banks display their lowest penetration rate in the combined policies market
Figure 60: 2009 saw a slight increase in the number of loans, but not their total value
Figure 61: Affinity partnerships have witnessed a declining market share in UK home and motor insurance
Figure 62: Advertising by affinities was mostly focused on other products such as breakdown and appliance
warranties
Figure 63: Nearly three-quarters of the top 10 affinity partnership advertisers' spending was on direct mail
marketing
Figure 64: Saga spent a third of the top 10 affinity partnership advertisers' marketing budget
Figure 65: Tesco shows a formidable lead above its brandassurer competitors in the motor insurance market
Figure 66: Tesco and Saga dominate the home insurance brandassurer market
Figure 67: Fewer people used an aggregator to purchase and research household insurance than motor
Figure 68: Confused and GoCompare each spent more than a third of the top four aggregators' total
advertising expenditure
Figure 69: Home and motor insurance were the only products that experienced an increase in advertising
spend in 2009
Figure 70: TV advertising comprises the bulk of aggregators' advertising campaigns
Figure 71: The direct channel is forecast to remain the dominant distributor of private motor insurance
Figure 72: Bancassurers and direct insurers are expected to witness market growth




UK Personal Insurance Distribution 2010 - Table of Content                                                  11
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