印度近 80% 的保险购买过程如今在线上完成，消费者利用搜索和视频评估保单，然后再联系代理人。谷歌联合麦肯锡公司作为知识合作伙伴开展的一项新研究发现，这种数字化调研影响了 40% 的健康险和寿险销售。
Nearly 80% of the insurance-buying journey in India now unfolds online, with consumers using search and video to evaluate policies before contacting an agent. A new study by Google, with McKinsey & Company as knowledge partner, finds that this digital research influences 40% of health and life insurance sales.
该研究题为《解码 DICA 消费者》，确定了一个快速增长的买家群体，称为“数字化影响、辅助成交”消费者。这些消费者在线上调研保单、缩小选择范围，随后转向顾问以验证其决定。DICA 买家的数量是纯线上成交的四倍，这使得从线上调研到线下辅助的转化成为保险行业的关键增长机遇。
Titled Decoding the DICA Consumer, the study identifies a fast-growing segment of buyers called Digitally Influenced, Closed with Assistance . These consumers research policies online and narrow their choices before turning to advisors to validate their decisions.DICA buyers account for four times the volume of purely digital sales, making the transition from online research to offline assistance a key growth opportunity for the insurance industry.“Purchasing insurance in India is an intricate journey where no single touchpoint or advisor operates in isolation,” said Siddharth Shekar, director at Google India.
谷歌印度总监 Siddharth Shekar 表示：“在印度购买保险是一个错综复杂的过程，没有任何单一触点或顾问是孤立运作的。”他补充说，弥合线上调研与线下建议之间的差距，如今已成为提高保险渗透率和创造价值的关键杠杆。非一线城市消费者和年轻专业人士引领线上调研主要非一线城市的消费者在购买保单前开展的线上调研量，约为全国平均水平的两倍。
Bridging the gap between online research and offline advice is now a key lever for increasing insurance penetration and creating value, he added. Non-metro consumers and young professionals lead online researchConsumers in major non-metro cities conduct roughly twice as much online research before buying a policy as the national average.
25 至 35 岁的受薪专业人士是推动这种调研的最大群体，在各年龄段中，他们对比较工具和保单解读内容的参与度最高。AI 和视频帮助消费者理解保险消费者越来越多地使用 AI 驱动的搜索来理解复杂的保险术语。长查询占谷歌保险搜索的 18%，而 41% 的用户使用 AI 概览来比较选项并明确保障需求。
Salaried professionals aged 25–35 are the largest group driving this research, showing the highest engagement with comparison tools and policy explainers across age groups.AI and video help consumers understand insuranceConsumers are increasingly using AI-powered search to understand complex insurance terms. Long queries account for 18% of insurance searches on Google, while 41% of users use AI Overviews to compare options and clarify their coverage requirements.
约 60% 的线上保险调研者使用视频，过去一年 YouTube 上与保险相关的观看量超过 25 亿次。
About 60% of online insurance researchers use video, and insurance-related views on YouTube crossed 2.5 billion over the past year.
超过 15% 的观看量来自 YouTube 连接电视，使得保险研究变成了一项共同的家庭活动。大多数买家将选择范围缩小至两三家保险公司在拥有 60 多家保险公司的市场中，78% 的消费者在与顾问交谈前，会在网上将选择范围缩小至两三个品牌。超过一半的消费者即使在咨询了代理人后，仍坚持其最初的候选名单。
More than 15% of these views came through YouTube Connected TV, turning insurance research into a shared household activity. Most buyers shortlist two or three insurersIn a market with more than 60 insurers, 78% of consumers narrow their choices to two or three brands online before speaking to an advisor. More than half stick with their original shortlist even after consulting an agent.
这些买家求助于顾问，以评估他们的研究成果、理解保单条款细节，并对服务的连续性建立信心。买家对脱节的销售流程感到沮丧尽管买家在网上完成了大量研究，但不足 30% 的买家愿意完全在线购买高价值保单。
These buyers turn to advisors to assess their research, understand policy fine print and gain confidence in the continuity of service. Buyers frustrated by disconnected sales processesDespite doing much of their research online, fewer than 30% of buyers are comfortable purchasing high-value policies entirely online.
相反，他们寻求顾问来确认投资的长期安全性、了解免责条款，并在住院理赔时获得人工协助。
Instead, they seek advisors to confirm the long-term safety of their investment, understand exclusions and secure human assistance during hospital claims.
然而，超过 40% 的消费者对不得不作为匿名线索重新开始、并在联系顾问时重复陈述需求感到沮丧。
However, more than 40% of consumers are frustrated by having to start afresh as anonymous leads and repeat their requirements when they contact an advisor.
超过三分之一的受访者还抱怨，通用的销售推介未能顾及他们的个人需求。
More than a third also complain about generic sales pitches that fail to account for their individual needs.
报告指出，保险公司需要在购买流程的早期建立强大的在线形象，并将其数字平台与代理网络连接起来，使顾问能够从客户中断的地方继续跟进。
The report says insurers need to establish a strong online presence early in the buying process and connect their digital platforms with their agency networks, allowing advisors to pick up where customers left off.
商业机会巨大：根据该研究，受在线研究影响的保险购买所产生的保单保费比传统销售高出约 40%。
The commercial opportunity is significant: insurance purchases influenced by online research generate policy premiums about 40% higher than traditional sales, according to the study.
HDFC ERGO 通用保险公司董事总经理兼首席执行官 Parthanil Ghosh 表示，跨顾问、网站、移动应用和其他数字平台的无缝体验能够建立消费者的信心和信任，有助于提高印度的保险渗透率。
Parthanil Ghosh, managing director and CEO of HDFC ERGO General Insurance, said a seamless experience across advisors, websites, mobile apps and other digital platforms could build consumer confidence and trust, helping increase insurance penetration in India.
Axis Max Life 保险公司董事总经理兼首席执行官 Sumit Madan 表示，保险分销的未来将取决于保险公司将在线探索与可信建议连接得有多有效，而非客户在何处购买保单。
Sumit Madan, managing director and CEO of Axis Max Life Insurance, said the future of insurance distribution would depend not on where customers buy policies, but on how effectively insurers connect online discovery with trusted advice.
调查结果基于对 1039 名保险消费者的调查、来自寿险和健康险公司的汇总匿名线索转化数据、对行业顾问和分销平台的深度访谈，以及 Google 和麦肯锡的洞察。
The findings are based on a survey of 1,039 insurance consumers, aggregated and anonymised lead-to-conversion data from life and health insurers, in-depth interviews with industry advisors and distribution platforms, and insights from Google and McKinsey.