Consumers might be shopping for their next auto insurance carrier with as much zeal as their next vehicle or finance provider.

The third quarter saw a big spike in shopping for both auto and property insurance, according to a report released by TransUnion on Wednesday.

TransUnion said auto insurance shopping was up 19%, while property insurance shopping rose 16%, compared to the same time in 2023.

Auto insurance shopping increased across generations, though, not equally. Baby Boomers shopped the most by far, at 34%. Younger generations followed, with Gen Z (23%), Gen X (18%) and millennials (8%) also looking for lower rates.

Property insurance shopping was up among homeowners and renters alike, according to TransUnion.

These and other findings are included in the 2025 Personal and Commercial Lines Annual Insurance Outlook, which provides insights and guidance to address anticipated trends in the new year.

“It’s important to note that consumers are also switching at significant rates,” said Patrick Foy, senior director of strategic planning for TransUnion’s Insurance business. “This should serve as a reminder to insurers that marketing and digital experiences matter for acquisition.”

The report found 38% of consumers who shopped for insurance in the past six months ended up switching carriers. It also notes that those who do not find better deals will often adjust their current policy by raising deductibles or opting into a telematics program to lower their premiums.

Over the past two years, TransUnion determined policy premiums have caught up with and recently exceed loss costs in the auto market. Predictably, insurers are also beginning to reinvest in marketing; however, not across all channels.

Comperemedia’s Q2 Omnichannel Marketing Review found national TV spending by property and casualty insurers dropped 15%, while online display skyrocketed with a 346% increase. Similarly, spending on social media rose 81% and online video advertising 55%.

“The focus on marketing through digital channels is encouraging, but it has to be optimized with a robust identity-based approach,” Foy said in a news release. “It is critical that insurers partner with a trusted solution provider who can ensure that their ads consistently target the right audiences and measure impact across channels.”