Based on a survey of over 1,000 consumers, Life Protection Metrics: Consumer Approaches to Protection-Related Life Insurance in Germany offers detailed and unique insights into the behaviour of German consumers in the context of risk life, critical illness, long-term income protection, short-term income protection and funeral expenses insurance.
Comprising both an analytical report and a convenient data annexe in Excel format, the research covers the five aforementioned types of protection-related life insurance policy. It measures take-up rates for these types of insurance (differentiating between policies bought separately and cover acquired as a fixed component of employee benefits packages) and analyses the effect of gender, age, annual household income, employment status and existence of dependents on propensity to acquire cover. It also shows the distribution channels and interfaces used by German respondents to take out these products, highlighting the behaviour of consumers in the key 18-34 age group which is most indicative of recent sales patterns. Distribution channels vary by type of protection-related life insurance but can include direct sales by insurance companies or their agents plus a variety of other options including sales via banks, financial advisers, insurance aggregators and retailers; distribution interfaces include face-to-face, online, inbound telephone, outbound telephone and postal sales.
This study can be used in one or more of the following ways:
to understand the types of protection-related life insurance that are most popular in Germany and the characteristics of consumers that buy them;
to appreciate whether insured respondents bought their cover as a result of an active decision to do so or whether they acquired it passively through a group scheme;
to evaluate the opportunities for distributing protection-related life insurance through alternative channels such as insurance aggregators or comparison sites: to what extent will German consumers buy through these means?
to assess the apparent willingness of consumers in Germany to purchase these forms of cover online; given the types of device that online buyers report using, what is the scope for marketing more effectively to this audience?
to avoid the need to re-enter information yourself by making use of the Excel-based consumer data files that accompanies the PDF studies.