When the time comes for American consumers to buy insurance, they are increasingly looking to the Web and interactive promotions instead of traditional marketing measures.

It still might take traditional marketing measures, however, to prompt some of these shoppers to go online-for now.

According to the 2010 Insurance Customer Interactive Media Usage Survey from AIS Media, Inc., 59 percent of the respondents said that after receiving an insurance offer in the mail, they are more likely to visit the insurance company’s Web site rather than call the company, a trend that is expected to increase.

Traditional advertising is losing its appeal for consumers who are mulling over their insurance options. For instance, 32 percent go to search engines to begin their research, while only 3 percent use the yellow pages. In addition, a third of all respondents said they would consider buying their insurance online.

Clearly, the Web is now the first stop for a growing number of Americans shopping for insurance. In time, AIS Media predicts, it will become the one-stop shop for insurance needs.

The survey revealed that insurance company Web sites will be pivotal for acquiring new customers and retaining customers in the long run. For a growing number of consumers, the Web site is the first point of contact with an insurance company.

Currently, too many insurance companies run the risk of losing sales based on the satisfaction levels that customers have with their Web sites. According to the survey, 31 percent of the respondents indicated they were dissatisfied with the usability of their insurance company’s existing Web site; 49.5 percent were somewhat satisfied; and 19.5 percent were very satisfied or extremely satisfied.

AIS Media believes that the challenge for the insurance industry in 2010 is to engage and influence customers online by augmenting existing traditional promotions. Improving Web site usability satisfaction among consumers and increasing the company’s online presence will be two keys in a successful marketing strategy this year.

“Integrating an effective interactive marketing strategy to existing direct mail campaigns can provide insurance companies the potential for immediate increases in marketing ROI and measurability,” said Thomas Harpointner, CEO of AIS Media.