New Delhi, October 22, 2026: Online research now influences 40% of health and life insurance sales in India, according to a new report by Google in partnership with McKinsey & Company. The report, titled ‘Decoding the DICA Consumer’, highlights the growing impact of digital platforms such as search engines, AI-powered tools, and YouTube on insurance purchasing decisions.
The study found that more than 50% of consumers remain with their original online shortlist of insurers even after consulting with an advisor. Additionally, insurance-related content on YouTube attracted over 2.5 billion views in the past year, underlining the platform’s role in consumer research.
Digital discovery drives higher premiums
Digitally influenced insurance purchases were found to generate approximately 40% higher policy premiums compared to those made through traditional sales channels. The report also noted that 78% of consumers narrow their choices to just two or three insurers online before engaging with an advisor.
Connecting digital and human advice
The report suggests that the main opportunity for insurers lies in effectively linking digital discovery with human advice, as digital research increasingly shapes consumer decisions in the sector.
The findings are based on research conducted by Google with McKinsey & Company as knowledge partner.
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