It appears consumers are now flocking to the Internet in droves—and abandoning their phones—when it comes time to buy auto insurance.

Close to three-quarters of online shoppers (72 percent) report they now use the Web to find auto insurance, a 5 percent increase over last year's findings; whereas those who pick up their phones to get insurance quotes decreased from 55 percent to 49 percent over the past year.

Why? According to an article in Insurance Networking News, a recent study by Keynote Systems Inc., an Internet business performance firm, largely attributes this shift in buying behavior to two things: price and Web site functionality.

Indeed, price seems to be the single most influential factor in the decision to purchase auto insurance, as we've seen here at InsureMe. After all, who wants to pay more than they have to for the coverage they need? This most recent study supports that premise, citing the fact that "...more than three-quarters (77 percent) of consumers [said] that price is 'extremely important' in their [purchasing] decision."

And with the popularity of the Web these days, the importance of the online experience is also "gaining in importance," with almost two-thirds of those surveyed saying that Web site features and ease of use are "extremely or very important" in their selection of an auto insurance policy.

Insurers seem to be listening and making necessary changes when it comes to these kinds of authoritative findings. In fact, Keynote reports that during the past year, more than 8 out of 10 insurers (81 percent) have made significant changes to improve their Web sites and overall functionality.

It appears that shopping for insurance online is "where it's at." Check out the article over at Insurance Networking News, and see if you don't agree.