Consumers Cite Agents as Most Credible Insurance Resource

by Katie Butler, IA magazine editor & chief

Despite the fact that the media is filled with members of Congress, President Barack Obama and pundits talking about insurance every day, consumers are more likely to trust what they hear from their local insurance agent. More than 64 percent of respondents in a recent study said they trusted their insurance agent for credible information about insurance industry issues – the highest ranking in the survey.

The study, recently conducted by the Property Casualty Insurers Association of America, looked at the attitudes of registered voters and opinion elite (30+, college degree, household income of more than $50,000 and significant consumers of news) on the financial crisis and insurance-related topics.

Agents topped the field of sources that consumers trust most for insurance information, followed by insurance companies (61 percent), local newspapers (52 percent) and President Barack Obama (51 percent). Members of Congress and U.S. Treasury Secretary Timothy Geithner ranked at the bottom of the list at 39 percent and 37 percent respectively.

Although the survey found property-casualty companies are less likely than others to receive blame for the financial crisis, significant numbers do believe home/auto and commercial carriers played a major role. For example, 87 percent of national survey participants thought mortgage lending companies played a "major role" in the crisis, while 46 percent thought commercial insurance companies played a major role. Interestingly, respondents said home and auto carriers, at 29 percent, ranked below consumers themselves (38 percent) as a source of blame.

Many focus group respondents lumped banks, mortgage lenders, insurance companies and other bad actors (such as Bernie Madoff) together in their views on the economic crisis.
To prevent a future economic crisis, 61 percent said "determining which sectors of the marketplace caused the financial crisis and fixing the gaps in federal oversight" was the solution, rather than imposing comprehensive regulation on the entire sector. Study participants stressed the importance of enforcing regulations already in place. While the focus groups were largely unaware of how p-c companies were regulated, 57 percent thought p-c companies should be regulated at the state level.

The preceding article appeared originally in the Nov. 5, 2009 issue of IIABA’s Insurance News & Views.