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Motor Insurance - UK - March 2014

“The potential of telematics-based motor insurance is not being realised. Younger motorists who could save the most by using the technology are the least interested, while the reverse is true of older drivers. Motorists’ low estimation of their own driving ability could be behind the problem, with 36% of policyholders believing that their driving is worse than average. If motorists are to habitually use telematics they need to be nudged into doing so, by being shown the benefits – making the ambiguous concept of ‘safe driving’ more tangible.”

– Alexander Hiscox, Senior Financial Services Analyst

Some questions answered in this report include:

  • What are the main factors holding back telematics?
  • Are confusing policy documents damaging to brand reputation?
  • How can more trusted relationships between motorists and insurers be formed?
  • How can retention rates be boosted?
2014 is going to be a pivotal year for the motor insurance industry, which is going to have to fight for its reputation as it faces increased political and regulatory scrutiny.
 
The performance of motor insurers will be under the spotlight, particularly in terms of claims performance, pricing performance and customer service. The publishing of the Competition Commission report, due for publishing in September, should outline the way ahead for the industry and trigger reform. This report examines the main issues affecting the personal motor insurance market. It provides an overview of the market size and share.
 
The report also examines innovations, distribution channels and recent developments. Mintel’s exclusive consumer research provides insight into product ownership, renewal behaviour, interest in policy add-ons, the appetite for telematics and attitudes towards motor insurance. nder the Road Traffic Act 1988, all motor vehicle drivers and passengers must be insured for liability for bodily injury and property damage.
 
There are two broad types of insurance available to private motorists: comprehensive insurance and non-comprehensive insurance.
 
Third party only – covers liability for injuries to other people (including passengers), damage to other people’s property, liability of passengers for accidents caused by them and liability arising from use of a caravan or trailer.
Third party, fire and theft – as above plus cover for fire damage and theft of vehicle.
Comprehensive (also known as ‘fully comp’) – is the most popular form of motor insurance and includes protection to the policyholder’s vehicle in addition to the cover available through a third party, fire and theft policy. Policies may also offer additional benefits such as medical expenses and legal costs.
 
Other terms used in the report include:
 
Exposure in vehicle years – a guide to the number of vehicles insured, measuring the period of time that the policy is in force during the chosen year. Gross written premium (GWP) – premium income accepted during the year, which is quoted gross of reinsurance ceded, but net of reinsurance accepted. Net written premium (NWP) – premium income net of reinsurance ceded but gross of commission, and excluding premium tax.
Reinsurance – the cover insurance companies can purchase to protect themselves against large losses or an unexpected aggregation of losses. Outgo – the total expenditure of an insurer in relation to any class of insurance business, comprising the cost of claims and the insurer’s business expenses, including any commission paid to sales staff, brokers or intermediaries, together with amounts set aside for reserves.
Underwriting result – the profit or loss achieved by an insurer on insurance underwriting activity, calculated as premium income less the cost of claims and the insurer’s expenses in connection with that business. It has been common for insurers to make underwriting losses since they also receive investment income, which generally offsets the underwriting loss.

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Table of contents

  1. Introduction

      • Market definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Motor insurance GWP declined in 2013
                • Figure 1: Forecast of motor insurance GWP (personal lines), 2008-18
              • Market factors
                • Premiums decline due to increased competition as a result of the ban on referral fees
                  • Net claims decrease in 2012
                    • Bodily injury claims expected to increase in 2013, despite referral fee ban
                      • The Competition Commission investigation is due by September 2014
                        • ‘My Licence’ initiative to reduce fraud and simplify the application process
                          • Companies, brands and innovation
                            • Direct Line Group remains the largest underwriter in the motor insurance market
                              • Figure 2: Top five personal motor underwriters, by gross written premiums, 2012 (UK insurers only)
                            • Post Office stands out from the crowd on trust
                              • Figure 3: Attitudes towards and usage of brands in the motor insurance sector, November 2013
                            • Advertising spend declines for second successive year in 2012/13
                              • The consumer
                                • Motor insurance ownership
                                  • Figure 4: Motor insurance ownership, December 2013
                                • Online is the dominant channel in purchasing car insurance
                                  • Figure 5: Car insurance purchasing methods, December 2013
                                • Renewal behaviour
                                  • Figure 6: Renewal behaviour, December 2013
                                • Interest in add-ons
                                  • Figure 7: Interest in additional cover, December 2013
                                • Driving behaviour
                                  • Figure 8: Factors that affect car insurance premiums, December 2013
                                • Attitudes towards motor insurance
                                  • Figure 9: Attitudes towards car insurance, December 2013
                                • What we think
                                • Issues and Insights

                                    • Motorists’ lack of confidence in their driving ability is holding back telematics
                                      • The facts
                                        • The implications
                                          • Confusing policy documents can damage brand reputation
                                            • The facts
                                              • The implications
                                                • Greater transparency can lead to a more trusted relationship between motorists and insurers
                                                  • The facts
                                                    • The implications
                                                      • Smartphone and tablet channels can help to boost retention rates
                                                        • The facts
                                                          • The implications
                                                          • Trend Application

                                                            • Developing telematics
                                                              • Tailored car insurance
                                                                • Using smartphones and tablets to improve loyalty
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Increased competition causes average premiums to decline
                                                                      • Figure 10: AA BIPI motor third party and comprehensive shoparound premium trends, January 2010-January 2014
                                                                    • Net claims continue to decrease improving profitability
                                                                      • Figure 11: NWP and net claims for UK personal motor insurance, 2002-12
                                                                    • The cost of bodily injury claims continues to rise despite safer roads and cars
                                                                      • Figure 12: Average UK motor claims payout, by type, 2008-12
                                                                    • Number of claims is expected to remain stable in 2013
                                                                      • Figure 13: Total number of private UK car insurance claims notified and claims frequency, 2003-13
                                                                    • Number of vehicles on the road remains level
                                                                      • Figure 14: UK car parc, 2003-12
                                                                    • Number of learner drivers remains low
                                                                      • Figure 15: Full GB driving licence holders, 1975/76-2012
                                                                    • The number of new car registrations is creeping upwards
                                                                      • Figure 16: UK new car registrations, 2002-13
                                                                    • The Competition Commission investigation is due by September 2014
                                                                      • The gender directive has not affected premiums as much as expected
                                                                        • ‘My Licence’ initiative to reduce fraud and simplify the application process
                                                                          • The EU’s eCall initiative will start in October 2015
                                                                          • SWOT Analysis

                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • MORE TH>N offers a discount of up to 20% for using telematics app
                                                                                  • RAC uses telematics to diagnose vehicle faults
                                                                                    • More technology to reduce the risk of accidents
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Gross written premiums expected to have decreased further in 2013
                                                                                          • Figure 17: Personal lines of motor insurance, GWP, 2005-13
                                                                                        • Underwriting losses continue to shrink
                                                                                          • Figure 18: Breakdown of personal motor insurance market, by GWP, NWP, total outgoings and underwriting result, 2005-12
                                                                                        • Market forecast
                                                                                          • GWP expected to increase by 15% over the next five years
                                                                                            • Figure 19: Forecast of motor insurance GWP (personal lines), 2008-18
                                                                                            • Figure 20: Forecast of motor insurance GWP (personal lines), 2008-18
                                                                                          • Forecast methodology
                                                                                            • Fan chart explanation
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Direct Line Group remains the largest player in the motor insurance market
                                                                                                  • Figure 21: Top 10 personal motor underwriters, by gross written premiums, 2011 and 2012 (UK insurers only)
                                                                                              • Companies and Products

                                                                                                • Admiral
                                                                                                    • Figure 23: Key financial data for Admiral Group plc UK Car Insurance, 2011-13
                                                                                                  • Ageas UK
                                                                                                      • Figure 24: Key financial data for Ageas UK, 2012-13
                                                                                                    • Aviva
                                                                                                        • Figure 24: Key financial data for Aviva – General Insurance and health – United Kingdom and Ireland, 2012-13
                                                                                                      • AXA
                                                                                                        • Direct Line Group
                                                                                                            • Figure 24: Direct Line Group motor insurance financials, 2012 and 2013
                                                                                                          • LV=
                                                                                                              • Figure 26: Key financial data for LV= General Insurance, 2012-13
                                                                                                            • RSA
                                                                                                                • Figure 26: RSA financials, 2012 and 2013
                                                                                                            • Brand Research

                                                                                                              • Brand map
                                                                                                                  • Figure 27: Attitudes towards and usage of brands in the motor insurance sector, November 2013
                                                                                                                • Correspondence analysis
                                                                                                                  • Brand attitudes
                                                                                                                    • Figure 28: Attitudes, by motor insurance brand, November 2013
                                                                                                                  • Brand personality
                                                                                                                    • Figure 29: Motor insurance brand personality – macro image, November 2013
                                                                                                                    • Figure 30: Motor insurance brand personality – micro image, November 2013
                                                                                                                  • Brand experience
                                                                                                                    • Figure 31: Motor insurance brand usage, November 2013
                                                                                                                    • Figure 32: Satisfaction with various motor insurance brands, November 2013
                                                                                                                    • Figure 33: Consideration of motor insurance brands, November 2013
                                                                                                                    • Figure 34: Consumer perceptions of current motor insurance brand performance, November 2013
                                                                                                                  • Brand recommendation
                                                                                                                    • Figure 35: Recommendation of selected motor insurance brands, November 2013
                                                                                                                  • Brand index
                                                                                                                    • Figure 36: Motor insurance brand index, November 2013
                                                                                                                  • Target group analysis
                                                                                                                    • Figure 37: Target groups, November 2013
                                                                                                                    • Figure 38: Motor insurance brand usage, by target groups, November 2013
                                                                                                                  • Group One – Conformists
                                                                                                                    • Group Two – Simply the Best
                                                                                                                      • Group Three – Shelf Stalkers
                                                                                                                        • Group Four – Habitual Shoppers
                                                                                                                          • Group Five – Individualists
                                                                                                                          • Brand Communication and Promotion

                                                                                                                            • Key points
                                                                                                                              • Motor insurance advertising dips in 2012/13
                                                                                                                                • Figure 39: Annual advertising expenditure on car insurance products, 2008/09-2012/13*
                                                                                                                              • Moneysupermarket.com is the fourth-largest advertiser in 2013/13
                                                                                                                                • Figure 40: Top 20 Advertisers of car insurance, 2008/09-2012/13*
                                                                                                                              • TV and direct mail continue to dominate motor insurance adspend
                                                                                                                                • Figure 41: Distribution of total adspend on car insurance products, by media type, 2008/09-2012/13*
                                                                                                                              • Note on adspend data
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Online remains the most popular way to purchase car insurance
                                                                                                                                    • Figure 42: Car insurance purchasing methods, December 2012 and December 2013
                                                                                                                                  • Phone services are more important for older consumers
                                                                                                                                    • Figure 43: Car insurance purchasing methods, by age, December 201
                                                                                                                                • Motor Insurance Ownership

                                                                                                                                  • Key points
                                                                                                                                    • Consumers are most likely to own a fully comprehensive policy
                                                                                                                                      • Figure 44: Motor insurance ownership, December 2013 and December 2012
                                                                                                                                    • Only 6% of consumers own third party insurance
                                                                                                                                      • The number of consumers using telematics remains low
                                                                                                                                        • Older consumers are more likely to have a fully comprehensive policy
                                                                                                                                          • Figure 45: Motor insurance ownership, by age, December 2013
                                                                                                                                      • Renewal Behaviour

                                                                                                                                        • Key points
                                                                                                                                          • Three quarters of consumers shopped around at their last renewal
                                                                                                                                            • Figure 46: Car insurance renewal behaviour, December 2013
                                                                                                                                          • 35-54-year-olds most likely to switch, as they become lower-risk drivers
                                                                                                                                            • Figure 47: Renewal behaviour, by age, December 2013
                                                                                                                                          • Drivers that switched are more likely to have used a price comparison website
                                                                                                                                            • Figure 48: Car insurance purchasing methods, by renewal behaviour, December 2013
                                                                                                                                            • Figure 49: Renewal behaviour, by current financial situation compared to a year ago, December 2013
                                                                                                                                        • Interest in Add-ons

                                                                                                                                          • Key points
                                                                                                                                            • Motorists are divided in what they want from a car insurance policy
                                                                                                                                              • Figure 50: Interest in additional cover, December 2013
                                                                                                                                            • Less wealthy drivers are more likely to want a basic, low-cost policy
                                                                                                                                              • Figure 51: Interest in additional cover, by demographics, December 2013
                                                                                                                                            • Higher-income households are more likely to want a tailored policy
                                                                                                                                              • Financial situation is no indicator of whether motorist wants additional cover as standard
                                                                                                                                                • Price comparison sites are popular, even amongst consumers who are less price-sensitive
                                                                                                                                                  • Figure 52: Car insurance purchasing methods, by interest in additional cover, December 2013
                                                                                                                                              • Driving Behaviour

                                                                                                                                                • Key points
                                                                                                                                                  • The potential for telematics remains high
                                                                                                                                                    • Figure 53: Factors that affect car insurance premiums, December 2013
                                                                                                                                                  • Consumers are negative about their driving ability
                                                                                                                                                    • Younger drivers show surprisingly little appetite for telematics
                                                                                                                                                      • Figure 54: Factors that affect car insurance premiums, by age, December 2013
                                                                                                                                                    • Retirees could use telematics to reflect their changing driving habits
                                                                                                                                                      • Figure 55: Factors that affect car insurance premiums, by age, December 2013
                                                                                                                                                  • Attitudes towards Motor Insurance

                                                                                                                                                    • Key points
                                                                                                                                                      • High satisfaction levels are not driving customer loyalty
                                                                                                                                                        • Figure 56: Attitudes towards car insurance, December 2013
                                                                                                                                                      • Motorists feel they understand their level of cover, yet find policies confusing and unclear
                                                                                                                                                        • Motorists are interested in finding out how their premium is calculated
                                                                                                                                                          • There is appetite amongst drivers to communicate remotely
                                                                                                                                                            • Figure 57: Attitudes towards car insurance, by age, December 2013
                                                                                                                                                          • Finding policy documents unclear and confusing does not drive loyalty
                                                                                                                                                            • Figure 58: Renewal behaviour, by agreement with the statement ‘I find insurance policy documents unclear and confusing’, December 2013
                                                                                                                                                          • Insurers need to beware of offering ambiguous add-ons
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 59: Motor insurance market forecast, best and worst-case scenario, 2013-18
                                                                                                                                                          • Appendix – Brand Research

                                                                                                                                                              • Figure 60: Brand usage, November 2013
                                                                                                                                                              • Figure 61: Brand commitment, November 2013
                                                                                                                                                              • Figure 62: Brand momentum, November 2013
                                                                                                                                                              • Figure 63: Brand momentum, November 2013
                                                                                                                                                              • Figure 64: Brand satisfaction, November 2013
                                                                                                                                                              • Figure 65: Brand recommendation, November 2013
                                                                                                                                                              • Figure 66: Brand attitude, November 2013
                                                                                                                                                              • Figure 67: Brand image – macro image, November 2013
                                                                                                                                                              • Figure 68: Brand image – micro image, November 2013
                                                                                                                                                              • Figure 69: Profile of target groups, by demographics, November 2013
                                                                                                                                                              • Figure 70: Psychographic segmentation, by target groups, November 2013
                                                                                                                                                              • Figure 71: Brand usage, by target groups, November 2013
                                                                                                                                                            • Brand index
                                                                                                                                                              • Figure 72: Brand index, November 2013
                                                                                                                                                          • Appendix – Channels to Market

                                                                                                                                                              • Figure 73: Most popular car insurance purchasing methods, by demographics, December 2013
                                                                                                                                                              • Figure 74: Next most popular car insurance purchasing methods, by demographics, December 2013
                                                                                                                                                          • Appendix – Motor Insurance Ownership

                                                                                                                                                              • Figure 75: Motor insurance ownership, by demographics, December 2013
                                                                                                                                                          • Appendix – Renewal Behaviour

                                                                                                                                                              • Figure 76: Renewal behaviour, by demographics, December 2013
                                                                                                                                                          • Appendix – Interest in Add-ons

                                                                                                                                                              • Figure 77: Interest in additional cover, by demographics, December 2013
                                                                                                                                                          • Appendix – Driving Behaviour

                                                                                                                                                              • Figure 78: Most popular factors that affect car insurance premiums, by demographics, December 2013
                                                                                                                                                              • Figure 79: Next most popular factors that affect car insurance premiums, by demographics, December 2013
                                                                                                                                                          • Appendix – Attitudes towards Motor Insurance

                                                                                                                                                              • Figure 80: Agreement with the statement ‘I’m satisfied with my current car insurance provider’, by demographics, December 2013
                                                                                                                                                              • Figure 81: Agreement with the statement ‘I have a good understanding of what my car insurance policy covers me for’, by demographics, December 2013
                                                                                                                                                              • Figure 82: Agreement with the statement ‘I would like to know more about how my premium is calculated’, by demographics, December 2013
                                                                                                                                                              • Figure 83: Agreement with the statement ‘Having a comprehensive level of cover is more important to me than price’, by demographics, December 2013
                                                                                                                                                              • Figure 84: Agreement with the statement ‘I would be happy to communicate with my car insurance provider via online live chat’, by demographics, December 2013
                                                                                                                                                              • Figure 85: Agreement with the statement ‘I find insurance policy documents unclear and confusing’, by demographics, December 2013
                                                                                                                                                              • Figure 86: Agreement with the statement ‘I would consider managing my car insurance policy via a smartphone/tablet’, by demographics, December 2013
                                                                                                                                                              • Figure 87: Agreement with the statement ‘I would consider purchasing a car insurance policy via a smartphone/tablet’, by demographics, December 2013
                                                                                                                                                              • Figure 88: Agreement with the statement ‘I think that buying additional cover is a waste of money’, by demographics, December 2013

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Admiral Insurance
                                                                                                                                                          • Ageas
                                                                                                                                                          • Aviva Plc
                                                                                                                                                          • AXA PPP healthcare
                                                                                                                                                          • AXA UK plc
                                                                                                                                                          • Bluefin
                                                                                                                                                          • Britannia Rescue
                                                                                                                                                          • Churchill Insurance
                                                                                                                                                          • Confused.com
                                                                                                                                                          • Direct Line Group Limited
                                                                                                                                                          • elephant.co.uk
                                                                                                                                                          • Green Flag Motoring Assistance
                                                                                                                                                          • Groupama Insurances
                                                                                                                                                          • Highway Insurance Holdings Plc
                                                                                                                                                          • Kwik-Fit Insurance Services Ltd.
                                                                                                                                                          • London Stock Exchange plc
                                                                                                                                                          • LV=
                                                                                                                                                          • MORE TH>N
                                                                                                                                                          • Nationwide Building Society
                                                                                                                                                          • Privilege Insurance
                                                                                                                                                          • Retirement Insurance Advisory Service (RIAS)
                                                                                                                                                          • Royal Automobile Club
                                                                                                                                                          • Royal Bank of Scotland Group plc
                                                                                                                                                          • RSA
                                                                                                                                                          • Swiftcover
                                                                                                                                                          • The Green Insurance Company
                                                                                                                                                          • Welsh Rugby Union Ltd

                                                                                                                                                          Motor Insurance - UK - March 2014

                                                                                                                                                          £1,995.00 (Excl.Tax)