A new study focused on buyers 45 and younger highlights their preference for a seamless car shopping experience, combining car and insurance purchases.

Polly, an embedded auto insurance provider, found a growing consumer preference (80 percent) among millennials and Gen Z for integrating insurance into the purchase of a car.

The majority of these buyers (81 percent) expressed a desire to purchase car insurance while buying their vehicle, while 82 percent of respondents seek to do so via their smartphones.

About 65 percent reported they would buy insurance via an embedded app at a dealership.

In addition, 77 percent of millennials and Gen Z are already aware that they can shop for insurance with apps on their smartphones while car shopping, signaling a growing awareness of alternative channels for insurance.

A number of the respondents (83 percent) have already purchased other types of embedded insurance in the last six months.

Insurance costs are an important factor in car purchasing decisions, according to 63 percent of respondents, with 76 percent reportedly researching car insurance before driving their new car off the lot.

“Our embedded auto insurance study reveals that millennials and Gen Z aren’t just looking for vehicles; they’re seeking a holistic buying experience that includes insurance. The research is clear, consumer demand for integrated solutions is not a passing trend. It’s a new norm,” said Chief Marketing Officer Mike Burgiss.