As online shopping becomes commonplace in various industires, Wall Street Journal reporter Nicole Friedman examined why shopping for car insurance online has remained a challenge for some consumers. In explaining the issues within today's market, Friedman cited a Clearsurance report on consumers' experience using third party sellers.

Below is an excerpt from the Wall Street Journal article:

Another complication for consumers is that many price-comparison sites are lead generators, meaning they sell shoppers’ contact information to insurers and agents.

The price they receive runs from $2 to more than $20 per lead, market participants say.

What do shoppers get in return? Typically they get two to three quotes, one to three emails and two to five phone calls, according to a survey conducted this year by Clearsurance, an insurance review site. Shoppers who perceived the number of calls or emails as too high were less likely to reuse the price-comparison site, the survey showed.

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