1. Insurance Trends and Opportunities : Econometric and UK Consumer Trends

2. Contents Market EnvironmentAdvertising Market Consumer Trends

3. Consumer Trends – Insurance

4. Consumer expenditure on insurance In billions, at current and constant 2005 prices nVision/Experian forecast, February 2010-based projection (based on Q3 2009 data) Source: Experian/nVision Base: UK

5. General insurance product ownership Insurance product ownership, August 2010 Source: GMI/Mintel Base: 2,000 internet users aged 16+ © 2010 Mintel International Group. All rights reserved. Confidential to Mintel. Private motor and domestic property insurance are and remain the largest sectors of the insurance market Difficult economic conditions saw premium income decline across many general insurance products during 2009. Commercial products and discretionary products were among the worst affected.

6. Purchasing or renewing insurance online Source: Accenture/nVision Base: 3,555 respondents aged 18+ in 6 countries, 2010

7. Compared prices online forecast % of adults who have compared prices online in the last 6 months “Which of the following, if any, have you done on the Internet in the last 6 months…Compared/looked up prices for any product or service ?” nVision forecast – Summer 2010 based projection Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB Price comparison sites are set to grow in the coming years and will continue to play a major role in the insurance market

8. Insurance and customer loyalty Source: Accenture/nVision Base: 3,555 respondents aged 18+ in 6 countries, 2010

9. CAR INSURANCE RENEWAL BEHAVIOUR, JANUARY 2011 Base: 1,140 adults aged 17+ who hold a car insurance policy “Thinking about the last time you renewed your car insurance policy, which of the following statements apply?” SOURCE: GMI/MINTEL 30% of policyholders switched providers at last renewal Three in ten motor insurance policyholders switched to a different provider at their last renewal. Around a quarter stayed with their existing insurer and didn’t bother to look for a better deal. More than two fifths shopped around at their last renewal but opted to remain with their existing insurer. Female policyholders are more likely than their male counterparts to switch insurers. The likelihood to switch reduces with age, with under-45s the most likely to have moved between insurers at their last renewal. © 2010 Mintel International Group. All rights reserved. Confidential to Mintel.

10. “I think that it is more important than ever to have good insurance cover” % who agree or agree strongly, by gender, age and social grade Source: RSA/The Future Foundation/nVision Base: 1,000 respondents aged 16+, UK, 2009 As a result of the changing economic conditions, people feel that is now more important to be protected

11. Advertising Climate

12. Media Spend Financial advertisers tend to spend the most on advertising on TV and Direct mail advertising followed by the Press On average the industry spent around 6% on Internet advertising (not including search) Source: NNR adDynanix : 2009 - 2010

13. Impressions and Audience by Publisher - AdMetrix While Microsoft does not have the most impressions for this sector, it does have the most Unique Visitors

14. Bing Traffic KPIs Overall Insurance Traffic Insurance overall was down 9% in traffic for 2010 year on year However 2011 has seen strong growth so far with a 41% year on year increase in traffic for January-March Product Traffic increases for 2010 (JAN-MAR) Car Insurance – up 62% Home Insurance – up 14% Life Insurance – up 26% Generic Insurance – up 142% 1.Microsoft Advertising Intelligence Tool

15. Bing Finance Searchers are… Source: NNR JULY 2010 – JANUARY 2011

16. Insurance KW Demographics and Daily Trends: 1.Microsoft Advertising Intelligence Tool

17. Microsoft Media Network Trends

18. Network Demographics 66% of the impressions occur between 18 and 44, while a similar proportion of clicks occur in the higher age brackets, 25-54 Impressions and conversions peak in the 18- 24 for females while the 25-34 peak is more male biased 53% of conversion occur between the 18-34 age bracket Conversions for Finance usually entail a quote or an application Source: Microsoft Media Network : July 2010 – March 2011

19. Network: Day of the Week There is a slight decline in impressions through out the week however consumers are more likely to click during first half of the work week and on Sunday Conversions have two peaks on Tuesday as well as at the end of the week on Friday Source: Microsoft Media Network : July 2010 – March 2011

20. Network: Time of Day There is a build of Impressions and Actions during the early afternoon and a slight elevation in the early evening There is one main peak that occurs post-lunch before the end of the work day Source: Microsoft Media Network : July 2010 – March 2011

21. Finance Opportunities Positioning and Pricing Because of so many variables in the market place, positioning of your product is key Demographic/Mosaic The users and searchers for this type of product index well in demographic sectors and can be targeting with our Mosaic offering Search and Display – Better Together Use both offerings to help boost your ROI moreover, use our display offering to help boost your brand campaign. Particularly when we have seen good increases in traffic in the start of 2011