Ten years ago, "online car insurance quotes" meant that the agents you called had email addresses, and sent quotes to prospective clients that way, rather than a bundle of paper sent through the post office. Still, though, the process started with at least a voice-to-voice telephone conversation if not a personal appointment.

In the past, it would have been unthinkable that insurance agents would forego the use of their greatest marketing leverage. Most agents used to refuse to give a potential client a quote unless that person was prepared to meet with the agent in person.

A lot has changed for relationship-focused agents as they are being replaced more and more by price-focused, highly automated website sales. The young and urban demographic, which prefers the web to all other media, are the prime movers of this change. As companies make the change towards websites, the older and less technologically savvy customers will be forced to use these websites as their agents become less effective in comparison.

It is more and more common for car insurance quotes to be offered on line. As customers are increasingly occupied with other day to day activities, they have become increasingly more comfortable with online purchasing, even for major items. And, as their awareness of their options has grown along with their technological proficiency, their demand for more self-service opportunities has grown as well.

This has all served to make formerly unknown car insurance firms into viable entities. Every customer online started looking for a free auto insurance quote with no strings attached, and true discount auto insurance - before the market leaders were prepared to offer them. By focusing on this change in customer appetites, small companies were able to become national players.

Now almost all carriers can provide online car insurance quotes, with the largest carriers jumping in to keep pace with the market. The numbers keep increasing but this is really good news for insurance shoppers. The more companies who are competing for your business the more advantage to the person seeking the best buy on a policy.

Technological innovations and Internet search engines have revolutionized the process of locating discount car insurance. Though it can be a challenge for consumers to sort through the promises of "big savings" and "free quotes", the time spent comparing rates and services is definitely worth it. Many reputable companies are vying for your business and hoping to build a reputation.