A recent study of Americans’ buying habits found that nearly 20 percent of Americans shopping for life insurance went through their place of work, according to a research report released by LIMRA.

The research notes that of those shopping at work, 75 percent actually purchased life insurance products through their employers. A full 30 percent of workplace shoppers said they shopped simply because the product was offered to them at work. According to LIMRA, life events—such as changing marital status or having or adopting a baby—are likely triggers that drive people to shop for life insurance in the open market. In the workplace, however, a change of marital status or a new baby round out the top three reasons consumers said they shopped for life insurance.

“More and more people are turning to their place of work to get the financial products they need,” said Kim Landry, analyst, LIMRA Group Product Research. “Clearly, the convenience of having the resource at their place of work coupled with the feeling of security felt by working with someone their employer has (implicitly) approved, are drawing consumers to this channel.”

Workplace shoppers are more likely to be male than female (55 percent vs. 45 percent), according to LIMRA’s research results. More than three-quarters are married or living with a partner, and a majority have children under 18 in their households. Workplace shoppers also tend to be younger than those who shop through other channels; they have higher average incomes than other shoppers and tend to have more investable assets, added LIMRA.

Pat Speer writes for Insurance Networking News.