California has a high seismic hazard, as many historical and recent earthquakes remind us. To deal with potential future damaging earthquakes, a voluntary insurance system for residential properties is in force in the state. However, the insurance penetration rate is quite low. Bearing this in mind, the aim of this article is to ascertain whether Big Data can provide policymakers and stakeholders with useful information in view of future action plans on earthquake coverage. Therefore, we extracted and analyzed the online search interest in earthquake insurance over time (2004–2021) through Google Trends (GT), a website that explores the popularity of top search queries in Google Search across various regions and languages. We found that (1) the triggering of online searches stems primarily from the occurrence of earthquakes in California and neighboring areas as well as oversea regions, thus suggesting that the interest of users was guided by both direct and vicarious earthquake experiences. However, other natural hazards also come to people’s notice; (2) the length of the higher level of online attention spans from one day to one week, depending on the magnitude of the earthquakes, the place where they occur, the temporal proximity of other natural hazards, and so on; (3) users interested in earthquake insurance are also attentive to knowing the features of the policies, among which are first the price of coverage, and then their worth and practical benefits; (4) online interest in the time span analyzed fits fairly well with the real insurance policy underwritings recorded over the years. Based on the research outcomes, we can propose the establishment of an observatory to monitor the online behavior that is suitable for supporting well-timed and geographically targeted information and communication action plans.
