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Gays and lesbians are twice as likely as heterosexuals to purchase their automotive insurance online, according to a study of auto, life and homeowner’s/renter’s insurance by Harris Interactive in conjunction with Witeck-Combs Communications.

Below, findings from the study.

Auto Insurance

One in six (17%) of gays and lesbians said they purchased their primary automotive insurance online, compared with only 8% of heterosexuals:


42% of gays and lesbians are likely to purchase their primary auto insurance through a company agent, compared with 35% of heterosexuals.

When asked what reasons they might use for switching their auto insurance from one company to another, 33% of self-identified gays and lesbians said a company’s offering domestic partner benefits to its employees would be one of their top three reasons for changing insurance carriers:


Life Insurance

Far fewer gays and lesbians report having life insurance coverage than heterosexuals: Almost half of gay and lesbian adults (49%) have no life insurance policies, whereas just under one-third (32%) of heterosexuals claim to have none:


Homeowner’s/Renter’s Insurance

Gays and lesbians are less likely to have homeowner’s or renter’s insurance, with only 59% claiming to have it compared with 70% of heterosexuals:


Of the respondents who said they do have homeowner’s or renter’s insurance, more gays and lesbians (46%) said they purchased their primary insurance through a company agent than did heterosexuals (37%):


More insights on online shopping for personal lines insurance can be found in a new report from MarketingCharts, covering the consumer purchase path, as well as customer loyalty, satisfaction, and purchase influencers.

About the study: The new nationwide survey of 2,514 US adults, (ages 18 and over), of whom 303 were self-identified as gay or lesbian (which includes an over sample of lesbian, gay, bisexual and transgender adults), was conducted online between January 15 and 22, 2008, by Harris Interactive.

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