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Life Protection Metrics: Consumer Approaches To Protection-Related Life Insurance In Europe

The average number of policies held per respondent is lowest in Italy and the UK

Across all age groups, annual household income is a key factor that drives propensity to acquire cover

Those with dependent children or other relatives are also more likely to acquire these types of insurance

Distribution channels for buying protection-related life insurance are least polarised in the UK

Younger consumers are more likely to use alternative distribution channels than their older counterparts

Across all six countries combined, over two thirds of policy sales were realised in a face-to-face setting

Online sales are most likely to occur in the UK and least frequently reported in France

Younger respondents in Germany are most likely to continue buying in a face-to-face setting

An apparent migration in online sales to tablets and mobile phones has important marketing implications

Overview for each type of protection-related life insurance

Risk life insurance: across all six countries, over 10% of respondents are covered via their employer

Critical illness insurance: insured respondents often acquire this type of cover as a feature of another policy

Long-term income protection insurance: German consumers are most likely to buy this as a separate policy

Short-term income protection insurance: penetration rates are especially weak in three countries

Funeral expenses insurance: penetration rates exceed 10% in all countries other than one


Overview for five different types of protection-related life insurance

Uptake of five different types of protection-related life insurance

Number of protection-related life insurance policies held per respondent

Influence of annual household income segmented by age group

Influence of dependents segmented by age group

Distribution channels used across all five types of protection-related life insurance segmented by age group

Distribution interfaces used across all five types of protection-related life insurance segmented by age group

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