And only just over one in three (38%) actually have life insurance.
Of those surveyed:
* Nearly three-quarters (73%) have home contents insurance;
* Over two-thirds (67%) have comprehensive car insurance;
* More than half have building insurance (58%);
* 38% of people have life assurance;
* 33% of people have travel insurance.
This is despite the fact that life cover is perceived to be the most important type of insurance (23%) when compared to building, car, travel and home contents cover.
One in five (20%) believe that comprehensive car insurance is the next important insurance priority and only 16% consider building insurance to be a must-have.
Phil Brown, Zurich’s Head of Protection and Underwriting said: "Although more people thought that life cover should be the highest priority in terms of having insurance, it only ranks fourth in the cover that people actually buy.
"Without life insurance, the devastation felt when a loved one dies can closely be followed by financial devastation when the family are unable to afford to live their current lifestyle. For many, selling a family home soon after the death of spouse is a harsh reality."
In terms of regions, 33% of Welsh people thought that having life insurance should be top of their priority lists, closely followed by those living in Scotland at 30%. Only 16% of Londoners thought that life cover was a top priority for them.
When buying insurance, most people decide to shop around to find the best cover (53%), nearly half say they shop around for the cheapest cover (45%) and 16% always go for a brand they trust.
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