与前几年相比，消费者最关切的问题已发生变化。过去消费者最大的担忧是"理赔困难或遭遇拒赔"，但2024年，"产品选择困 难"跃升为第一大困扰。有63%的消费者表示，面对众多保险产品，他们难以做出适合自己的选择。这一变化反映了随着保险 产品供给的增加和互联网普及率的提升，消费者能够触达更多的保险产品及相关信息，以至于开始面临保险"选择困难 症"了。 在"以客户为中心"的目标下，保险消费行为变化成为观察行业趋势的重要参考。 近日发布的《2024年中国互联网保险消费者洞察报告》（以下简称《报告》）通过连续第四年持续调研追踪发现，消费者的 保险意识在显著提升，保险线上化趋势明显。同时，消费者对保险产品的选择日趋理性，性价比成为购险决策的重要考量因 素。 保险意识显著提升，"产品选择困难"成第一大困扰 《报告》由元保集团与清华大学五道口金融学院中国保险与养老金融研究中心联合编撰，中国保险学会担任学术指导单位。 报告基于对近3200位居民的调研形成，受访者是家庭理财或保险产品的决策者，覆盖一线至五线城市，调研时间为2024年9月 —11月。 调研数据显示，2024年有近六成的家庭年保费支出超过8000元，较2023年实现显 ...

Core Insights - The report indicates that the online insurance purchase rate has reached parity with offline channels for the first time, marking a significant shift in the Chinese insurance market [1][2] - The insurance market is expected to grow robustly, with online insurance projected to become a key growth engine, driven by increasing consumer awareness and a shift towards more sophisticated insurance configurations [1][2] Market Trends - In the first seven months of 2024, the cumulative premium for online insurance reached 366.3 billion yuan, reflecting a 15% increase compared to the same period in 2023 [2] - The report forecasts an annual growth rate of 15%-20% for online insurance over the next five years, with total premiums expected to exceed 1 trillion yuan [2] Consumer Behavior - The online purchase rate for insurance increased from 73% in 2023 to 78% in 2024, while the offline purchase rate decreased from 85% to 79% [2][3] - The online insurance intermediary channel saw a significant rise, with its purchase rate increasing from 24% in 2023 to 44% in 2024, making it the second-largest online purchase channel [3] Technological Impact - AI technology is reshaping consumer insurance purchasing experiences, with nearly 10% of consumers using AI tools for information gathering, 40% using personalized recommendation tools, and 36% utilizing smart claims tools [4] - The overall claims satisfaction rate has surpassed 95% for the first time in 2024, indicating improved consumer experiences [4] Wealth Management Role - Approximately 57% of consumers are using insurance for wealth management, positioning it as the second-largest wealth management method after bank wealth management [6] - The trend shows a shift from basic protection to refined insurance configurations, with 60% of consumers opting to upgrade their existing insurance products [6] Policy and Regulatory Environment - The regulatory framework for online property insurance is being strengthened, with new guidelines issued to ensure orderly market development [2][7] - The government emphasizes the importance of insurance in meeting the growing demand for protection and wealth management, highlighting its role in family security and wealth transfer [7]