For any major purchase, it pays to shop around for the best price. And savvy shoppers know that comparing prices online is the easiest way to do this. But just because shoppers choose clicks over phone calls for product research and price comparisons, insurance agents need not worry – customers seeking insurance are ultimately making their purchase offline.

So what's causing the scales to tip in favor of companies like NetQuote? It's all about giving consumers the ability to comparison shop. Consumers have ready access to a wealth of quality information that will help them make an informed insurance decision. In just a few clicks, consumers provide all of the information needed to get matched with the insurance agent that is best for them – and it’s all right at their fingertips.

Comparison shopping isn't the only factor driving customers to begin their shopping online. Additionally, the consumer profile of an Internet user complements that of an insurance shopper – creating a mutually beneficial relationship between the Web world and insurance agents. Most are married, educated, between the ages of 18 and 54, and employed full-time. They typically have access to the Internet from both home and work, meaning a large portion of their time is spent online.

Yet despite shifts in consumer behavior, the Internet is hardly stealing sales from insurance agents. Instead, it's driving savvier, ready-to-buy customers their way. So far this year, only 5% of auto insurance shoppers have bought directly online – meaning 95% still prefer to use an agent to make their purchase. In the ever-changing online era, insurance agents can feel confident that at least this one thing has remained the same.