Sources of traffic for insurance comparison websites in Europe 2018, by brand
According to data provided by the report 'Digital insurance in 2018' published by Mckinsey & Company, consumers were most likely to make their way onto aggregator websites through key word search rather than directly to a chosen website. This was most present for the UK based MoneySuperMarket brand, which saw over three quarters of visitors through search engines as of March 2018.
