Canadian drivers say they are unmistakably open-minded about purchasing usage-based auto insurance (UBI) policies, or “pay as you drive” insurance, according to a new survey by global professional services company Towers Watson. Towers Watson’s UBI Consumer Survey results are fairly consistent with other global markets and a clear indication that UBI is gaining momentum in the Canadian marketplace.
More than half (56%) of Canadian drivers said they have a strong interest in buying a UBI policy. Drivers’ acceptance of UBI programs deepens when they are asked to consider the possibility of enrolling in UBI programs. An overwhelming majority (85%) said they would be open to such programs, and that percentage increases to 94% should insurers guarantee that drivers’ premiums will not rise.
“The Canadian UBI market has quickly developed into a rapidly changing landscape,” said Robin Harbage, global lead for Towers Watson’s UBI practice and DriveAbility service offering. “Until recently, UBI in Canada was limited to just a few programs, but over the past year new entrants have entered the marketplace and increased the range of products available.”
The survey also assessed consumers’ take on value-added services, which can be bundled with a UBI policy and enabled by the underlying technology. Nearly two-thirds (65%) indicated they are willing to pay for these services, and when asked which services appealed to them most, drivers chose vehicle theft tracking (86%), automated emergency call (85%) and vehicle wellness reports (79%). Drivers said they would be willing to pay for these services, as well, with 56% prepared to pay between $3.75 and $7.50 a month.
“Canadian drivers’ indication that they acknowledge the usefulness in purchasing UBI-related, value-added services is an important signal to insurers,” said Harbage. “These services can help insurers differentiate and de-commoditize their products. They can also help them focus on a brand-new consumer base to grow new business and improve retention.”
Notably, nearly half (48%) of the respondents said they would be willing to change their driving behavior if UBI technology was installed in their car. When asked how, sticking to the speed limit (65%), keeping a safe distance from other vehicles (45%) and driving more considerately (45%) were the top changes.
Consumers said their primary concern with UBI revolved around the possibility that their premiums might increase (47%). Privacy issues were another leading worry, with specific misgivings about the sharing of consumer data (46%) and apprehensions around using data to invalidate claims (46%). “These concerns, while understandable, are not really significant enough to hinder the many benefits that UBI offers drivers,” said Harbage.
Excerpted from Canadian News Wire.
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