WASHINGTON — American drivers are continuing to shop around for auto insurance as households look for ways to manage vehicle ownership costs. Price remains an important factor in policy decisions, while digital comparison tools are making it easier to evaluate competing coverage options.

The 2026 U.S. Insurance Shopping Study from J.D. Power found that 53% of customers had shopped for auto insurance, down from 57% a year earlier. Although the rate declined, shopping activity remained elevated by historical standards. Customers also obtained an average of 3.5 quotes, indicating that many consumers compare multiple options before selecting a policy.

Digital channels have become increasingly important. J.D. Power reported that 48% of new auto policies were purchased digitally, compared with 36% five years earlier. Online quoting tools and insurer applications allow consumers to review prices and coverage without relying exclusively on phone calls or in-person visits.

The increased use of comparison tools can put pressure on insurers to offer competitive prices and a smoother purchase experience. Consumers may be more willing to consider another provider when renewal premiums increase or when an alternative insurer offers a more suitable combination of price, coverage and service.

However, the lowest advertised premium does not necessarily represent the best policy. Drivers need to compare liability limits, collision and comprehensive coverage, deductibles, exclusions, roadside assistance and rental-car benefits. A cheaper policy may provide less financial protection after a serious accident.

Personal circumstances also affect the offers drivers receive. Vehicle type, location, driving history, annual mileage and selected coverage can influence premiums. Two drivers comparing policies online may receive different quotes even when they request insurance for similar vehicles.

Insurers face their own challenge in attracting customers without sacrificing profitability. Claims payments, repair costs, litigation expenses and fraud risks influence how companies price policies. Providers must balance competitive rates with sufficient premiums to cover future claims and operating expenses.

Shopping patterns also differ by state. J.D. Power’s 2026 research identified relatively high shopping and switching activity in several Southern states, including Oklahoma, Mississippi and Texas. New England states such as New Hampshire and Vermont showed lower rates of shopping and switching in the study.

For consumers, comparing policies before renewal can reveal opportunities to save, but savings are not guaranteed. Drivers should provide consistent information to each insurer and verify that the quotes include comparable limits and deductibles. They should also check the financial strength and claims-service reputation of any provider under consideration.

As digital insurance shopping becomes more common, insurers may increasingly compete on transparency, speed and customer experience in addition to price. The market’s direction will depend on claims trends, insurer pricing strategies and how consumers respond to future renewal notices.

Sources: J.D. Power, 2026 U.S. Insurance Shopping Study, June 4, 2026; J.D. Power, 2026 U.S. Auto Insurance Study, June 9, 2026.