Auto Insurance Mobile Competitive Index KLI Syndicated Report

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1 Auto Insurance Mobile Competitive Index KLI Syndicated Report December, March, June & September

2 THE STATE OF THE INDUSTRY Key Lime Interactive (KLI) has seen substantial enhancements to the mobile offerings provided by the top eight auto insurance carriers in the United States over the past year. From the addition of robust forms for collecting accident detail and pertinent data on-the-spot to the ability to fully manage your account and pay your bill via mobile, these mobile properties have truly become full service. Additionally, KLI has learned, via consumer surveys, that the ability to submit bill payments, view detailed policy information, and enter detailed accident information are reported to be the elements that mobile auto insurance property users rank most critical. Acquisition of a price quote without the need to submit sensitive personal information is also preferred. Companies who exhibited these features in a visually appealing, intuitive and highly useable way received the best overall scores in our most recent report. As the carriers continue to be evaluated over time, the gap between the top performers and the remaining mobile offerings appears to be closing, however, notable best-in-class offerings from State Farm and USAA still find a way to keep pushing the bar higher. INFORMATION TO PUT YOU AHEAD The Auto Insurance Mobile Competitive Index by KLI summarizes key features across the auto insurance marketplace. This report gives industry leaders and small insurance carriers the data they need to support development decisions for critical app features needed to satisfy existing and prospective customers. KLI s research experts highlight opportunities that they discover via a heuristic evaluation that ultimately assists in moving the entire industry forward. In this detailed report, KLI profiles the competitive mobile landscape of the eight largest US auto insurance providers: State Farm, Allstate, GEICO, Progressive, Nationwide, Travelers, USAA, and Liberty Mutual, The report ultimately reveals which insurance company offers the consumer the best mobile solution. The evaluation includes a general discussion about what these companies are doing to provide for their existing and prospective customers via mobile-optimized sites and apps (ios and Android). Data is captured from real customers of each insurer and includes screenshots of features from behind the login screens of each provider. In the report, KLI shares the methods employed to rank the carriers based on consumers' selfreported preferences and insights; provides a best-in-class feature list, as well as a comparative list of the available features of the eight; and identify trends and opportunities that bridge the gap between consumer expectations and the current mobile auto insurance solutions. METHODOLOGY An expert capabilities assessment, comparative feature ranking, and user ratings were combined to determine an overall score and ranking. User feedback was incorporated by gathering responses from users (n=500), to understand which features and tasks were must-haves when it comes to interacting with the mobile property of an auto insurance provider. From those results we were able to prioritize user s needs and preferences. We placed the features into three tiers relative to importance and these tiers played a part into the weighted score we awarded each feature when tabulating a final score for each mobile property. Additional information about the logic included in our scoring algorithm is detailed in the full report.

3 What s in The Report? In summary, the report includes: A complete listing of overall rankings A detailed scoring breakdown of all capabilities and features reviewed A complete list of best-in-class features A comparative list of current mobile capabilities available on each mobile app Detailed descriptions of how users can complete tasks on the mobile device (e.g., pay a bill, file a claim, etc.) User feedback collected regarding feature preferences A comprehensive list of all mobile apps currently available by these 8 companies Data excerpt: Feature Rankings Scorecard Mobile Site In this latest release, Progressive s addition to allow users unprecedented access to view and manage their policy information solidifies it as the top performer among the mobile websites tested. The scorecard below summarizes Progressive s feature ranking among the most important features indicated by our consumer insights survey. Data excerpt: Most Desired Features The most important features include account management and tools to assist users in the unlikely event of a car accident. Data excerpt: Feature Rankings Scorecard Mobile App In this latest release, USAA s mobile app has regained sole ownership of the top spot when comparing the eight mobile apps tested. Its overall comprehensiveness and perfect capabilities score make it the top performer. The scorecard below summarizes USAA s feature ranking among the most important features indicated by our consumer insights survey. Source: KLI Auto Insurance Mobile Competitive Index consumer insights survey, September 2012, N=500.

4 Get Your Hands On It KLI is a recognized leader in syndicated reporting and releases similar studies in a variety of industries quarterly and semi-annually. Our Competitive Indices are largely focused on user expectations, satisfaction and overall experiences. We excel at combining the reporting of status with the needs of the audience. This powerful combination enables industry players to prioritize their efforts as they work on future releases of their digital properties. Pricing Single Report $6,000 Annual Subscription* $20,000 ($2,000 savings) *The next semi-annual releases of the annual subscription will be distributed to subscribers on the following dates: Wednesday, Dec 31st 2014 Tuesday, March 31st 2015 Tuesday, June 30, 2015 Wednesday, September 30, 2015 Thursday, Dec 31, 2015 Key Lime Interactive KLI is a customer experience research agency with proven excellence in both quantitative and qualitative user and consumer testing. We make it our business to answer research questions that help a company move the needle in terms of acquisition, convergence, and customer experience differentiation. To our clients we are known as a valuable source for User/Consumer Experience Testing Market Research Strategic Development Competitive Analysis Ultimately, our goal is to Optimize the Experience and Inform Design. We aim to empower teams using consumer/user experience research data with a perspective that helps them better understand their users and build suitable consumer-driven products. For additional information about our services please contact us at [email protected].

5 Auto Insurance Mobile Competitive Index Researchers & Authors Phillip McGuinness Research Specialist Dana Bishop Director of Quantitative Research Key Lime Interactive 8750 NW 36th Street, #475 Doral, FL P: F: US CALL US x 11 FOLLOW /keylimeinteractive /keylimeinteractive