"Industries around the world are leveraging big data to their advantage — whether they're lenders in the U.S. considering a user's web browser before offering a loan or they're European insurers using people's email addresses to price rates. So, we asked ourselves, 'Is this happening in the U.S. auto insurance market today? What might that look like?'" says Alyssa Connolly, The Zebra's Director of Market Insights. "Someone's behavior online generates mountains of data that can help companies learn about consumers — the question is: does that help or hurt consumers?"
Consumers: Unfair for Insurers to Use Digital Footprint Info!
The Zebra conducted a nationwide survey, asking consumers to consider whether 30 data points would be fair for insurance companies to use for pricing their policies (underwriting).
Approximately 60% of consumers said they consider the use of every digital footprint factor — things like their web browser activity, their typing habits, and even their private social media activity — that could conceivably be used to price auto insurance as "unfair."
71% of respondents are not OK with insurers tracking their behavior even if they were guaranteed to save money.
More people said it was fair to use a person's race (which is currently illegal) in underwriting than any of the digital footprint factors.
Benefits and Drawbacks of Big Data in Insurance Underwriting
The insurance industry is being reshaped by technology. Big data can improve accuracy and stability in underwriting, reduce consumer costs, and support the 11% of people with little to no credit history, who may be younger or in underserved communities.
Potential drawbacks of leveraging this data for insurance underwriting include the argument that these factors are unfairly discriminatory and irrelevant. Some people are skeptical of the unproven technology, and worry that consumer privacy could be jeopardized. Ultimately, state regulators will be responsible for determining if digital footprint factors are fair for insurers to use.
For the full in-depth report featuring data analysis, consumer survey results, and methodology, please visit https://www.TheZebra.com/research/digital-footprint-car-insurance/.
About The Zebra
The Zebra is the nation's leading auto insurance search engine. With its dynamic, real-time quote comparison tool, drivers can identify insurance companies with the coverage, service level, and pricing to suit their unique needs. The Zebra compares more than 200 car insurance companies and provides agent support and educational resources to ensure drivers are equipped to make the most informed decisions about their car insurance. Headquartered in Austin, Texas, The Zebra has sought to bring transparency and simplicity to insurance shopping since 2012 — it's "insurance in black and white."