Auto insurance shoppers are collecting more quotes than ever, according to JD Power’s 2026 U.S. Insurance Shopping Study.
The study found customers now receive an average of 3.5 quotes while shopping for auto insurance, the highest level in the study’s history. JD Power also reported that 48% of new auto policies are now purchased digitally, up from 36% 5 years ago.
The study was released June 4 and is based on responses from 12,437 insurance customers who requested an auto insurance price quote from at least 1 competing insurer in the previous 6 months. The study was fielded from January 2025 through January 2026.
Auto insurance shoppers are collecting more quotes than ever, according to JD Power’s 2026 U.S. Insurance Shopping Study.
The study found customers now receive an average of 3.5 quotes while shopping for auto insurance, the highest level in the study’s history. JD Power also reported that 48% of new auto policies are now purchased digitally, up from 36% 5 years ago.
The study was released June 4 and is based on responses from 12,437 insurance customers who requested an auto insurance price quote from at least 1 competing insurer in the previous 6 months. The study was fielded from January 2025 through January 2026.
The share of customers shopping for auto insurance declined from 57% to 53% year over year, but remained elevated compared with historical levels, according to the release.
“We’re moving from a crisis-driven market to a digital- and AI-driven market,” said Stephen Crewdson, managing director, insurance intelligence at JD Power (pictured). “Even as rate pressure eases, customers are getting more quotes than ever because mobile apps and AI tools make it so much easier to compare options and understand coverage."
"Separate JD Power research indicates that shoppers who use AI during their insurance journey are more likely to switch insurers and feel more confident in their choices—a sign that AI is likely explaining coverage options and trade-offs more clearly than traditional methods. The battleground now is how clearly and confidently insurers can show up in those digital spaces and AI-driven interactions.”
The study also found price remains a key factor in customer retention. Among recent customers actively shopping for an auto policy, 45% said they have a homeowners policy, but only 20% received a homeowners quote while shopping for auto insurance.
“Most customers are only shopping their auto policy, and if the auto quote isn’t competitive, they don’t stick around to discuss home, life or other financial products. In practice, if an insurer can’t be competitive on auto, the door usually closes on any chance to bundle additional policies,” Crewdson said.
It also found usage-based insurance is gaining ground among shoppers. Usage-based insurance policies are used by 20% of all customers, while 30% of recent shoppers and 34% of customers buying from a new insurer are enrolled in usage-based insurance. Overall, 44% of customers who recently shopped said usage-based insurance was important in their shopping process.
Just over one-third of recent shoppers, 36%, said they are interested in buying embedded insurance sold directly through an automobile dealer or manufacturer, with interest strongest among younger generations.
JD Power also reported state-level differences in shopping and switching activity. Oklahoma, Mississippi and Texas remained high-shopping, high-switching markets, while New Hampshire and Vermont showed consistently low shop and switch rates.
Erie Insurance ranked highest among large auto insurers for purchase experience for a third consecutive year, with a score of 719. Nationwide ranked second at 715 and Allstate ranked third at 685.
