Hispanic Mobile Users AUTO INSURANCE PREFERENCES THE LATINO MOBILE AD NETWORK
2 TABLET OF CONTENT Introduction Syndicated Data Survey Methodology Key Takeways Hispanic Smartphone and Tablet Populations 3 4 5 6-7 8 Hispanic Insurance Services Usage on Smartphones and Tablets Multiplatform Visitation to Insurance Properties in the US Factors of Consideration for Car Insurance Preferred Method Used When Getting a Quote & Likelihood to Buy a Policy Using a Mobile Device in The Future How Mobile Device Is Used to Search for Information Related to Auto Insurance Auto Insurance Mobile App Usage About Us 9 10 11 12 13 14 15
3 INTRODUCTION Hispanics are the fastest growing minority in the United States, accounting for nearly one in every six residents in the country, and are projected to make up 31% of the US population in 2060. Also striking is the estimated figure of $1.2 trillion in Hispanic buying power. As this growing demographic fully exercises this buying power to acquire key good and services, marketers across industries and categories have taken note. Of particular interest is the highly competitive category of auto insurance, which in recent years has increased budgets and marketing efforts for the Hispanic market. What are the main factors that trigger the purchase of auto insurance in the fastest-growing market in the US? And how are Hispanics interacting with insurance companies across their mobile devices? This report aims to help marketers better understand Hispanic auto insurance purchasing decisions and how mobile and tablets play an important role in their choice. $1.2 trillion Hispanic buying power Source: Selig Center for Economic Growth, Population Projection Census Bureau, AHAA
SYNDICATED DATA METHODOLOGY comscore utilized a variety of research methodologies available: Syndicated Methodology 360 View of Consumer Behavior Syndicated Data Methodology All data is representative of June 2013 Online & Offline Buying Transactions Web Visiting & Search Behavior Online Advertising Exposure Advertising Effectiveness MobiLens U.S. Survey* 3 month average; n= 30,000 *Includes Total Mobile Audience 13+ TabLens U.S. Survey 3 month average; n= 6,000 *Includes Total Tablet Audience 13+ Media & Video Consumption Mobile Internet Usage & Behavior Demographics Lifestyles & Attitudes Mobile Metrix 2.0* provides behavioral measurement of Smartphone and Tablet devices *Includes Total Audience 18+ (iphone, Android Phone, and ipad devices) 4
METHODOLOGY & DEMOGRAPHICS DEMOGRAPHICS 100% HISPANICS 38% 62% Research was executed in partnership with comscore. The recruiting process was conducted through mobile websites with users navigating Adsmovil's network of mobile sites. SURVEY PARTICIPANTS: *Hispanic mobile users aged 18+, who currently have an auto insurance provider or have shopped for auto insurance in the past 12 months or are planning to shop in the next 12 months. (n=238) AGE GROUPS 14% 38% 29% 14% 5% 18-24 25-34 35-44 45-54 55+ *When we use the term Hispanic mobile users in this report we will refer to the universe of the research. The overall results would have a sampling error of +/- 5.3 percentage points. However, besides sampling error, all sample surveys and polls may be subject to several additional sources of error that cannot be calculated, including, but not limited to coverage error, error associated with non-response, among others. 5
KEY TAKEAWAYS 1 Hispanic Smartphone and Tablet ownership has exploded over the last year with the Smartphone audience growing 30% and Tablet audience growing 60%. Porcentage of Hispanic ownership has outpaced non-hispanics. Hispanics engage more with apps and mobile browser sites on their device* * 2 Hispanics are 92% more likely to engage with insurance services on their phone than the total Smartphone population and 41% more likely than the total Tablet population* * 3 Progressive, Geico, and USAA were the most popular insurance properties across PC, Smartphone, and Tablet in the US. Progressive had more Unique Visitors via a mobile device than a PC. USAA and Geico have the most highly used mobile apps among insurance providers in June 2013** **comscore Syndicated 6
KEY TAKEAWAYS 4 Price and coverage are the top two factors considered by Hispanic mobile users when they are choosing an auto insurance company, with almost six-in-ten of the respondents selecting at least one of these factors (slide 11) 5 Although half of respondents (50%) say that their preferred method for getting an insurance quote is to visit an insurance agent, mobile device is the preferred method among more than one-in-five (22%) of them. Additionally, more than half of the Hispanic mobile users are likely to consider purchasing their auto insurance policy using a mobile device in the future (slide 12) 6 Looking for general information and price comparison are the top two activities done on mobile devices when it comes to look for information related to auto insurance (slide 13) 7 Almost half of respondents (45%) have used a mobile app for auto insurance activities. Paying insurance bill is the main activity performed among those who have used a mobile app. Also, language is noticeably important among app users, with more than eight-in-ten of them saying that a mobile app in Spanish would be more useful (slide 14) **comscore Syndicated 7
HISPANIC SMARTPHONE AND TABLET POPULATION Smartphone ownership among Hispanics has increased 30% over the last year, putting it at nearly 71%. Hispanics are 19% more likely to have a Smartphone device than the average mobile subscriber. Hispanics also slightly surpass non-hispanics in tablet ownership, 60% to 57%, respectively, over last year. Smartphone Ownership Among Hispanics Tablet Ownership Among Hispanics JUNE 2012 JUNE 2013 +30% JUNE 2012 JUNE 2013 +60% 19,062MM 24,833MM 7,351 MM 11,750 MM Source: comscore Syndicated 8
HISPANIC INSURANCE SERVICES USAGE ON SMARTPHONES AND TABLETS Hispanics are 92% more likely to access insurance services on their phone than the total mobile audience. With Tablets, Hispanics were 41% more likely to look up insurance information compared to the total tablet audience They are 122% more likely to access this information almost every day. HISPANIC HISPANIC 92% 41% Source: comscore Syndicated 9
10 MULTI-PLATFORM VISITATION TO INSURANCE PROPERTIES IN THE US Insurance Services - Multi-Platform Reach June 2013 Unique Visitors (000) PC Both Mobile Progressive Insurance Company Geico USAA.com State Farm Insurance All state insurance Company Liberty Mutual Insurance 4.624 634 9.245 5.134 453 3.340 3.557 436 2.650 3.121 277 1.972 2.382 221 2.008 1.225 59 877 TOTAL 9.245 TOTAL 8.022 TOTAL 5.771 TOTAL 4.815 TOTAL 4.170 TOTAL 2.043 Source: comscore Syndicated
11 CONSIDERATION FACTORS FOR CAR INSURANCE PURCHASE When Choosing an Insurance Policy Coverage Price Recomendation 59% 57% 23% 21% 14% 13% 7% Loyalty to the brand Digital Access Advertising Personal Insurance Agent Which of the following factors would you consider when choosing an auto insurance company/policy? Please select all that apply. Base: Total respondents (n=235)
12 PREFERRED METHOD USED WHEN GETTING OR CHOOSING AN INSURANCE POLICY PREFERED DEVICES METHOD To Get an Insurance Quote 50% Visiting an insurance agent 22% Quote on a mobile device or tablet 19% Call a toll free number 5% Quote on a PC/Laptop 4% Other What device/method would you prefer to use when getting an auto insurance quote? Base: Total respondents (n=233) The numbers are base on percentages of cases, not the percentages of responses. Likelihood to Buy Auto Insurance Using a Mobile Device in The Future 53% 5% Likely 42% Somewhat Very Unlikely Unlikely How likely would you be to consider buying an auto insurance policy using your mobile phone/tablet device in the future? Base: Total respondents (n=229)
HOW MOBILE DEVICE IS USED TO COMPARE INFORMATION RELATED TO AUTO INSURANCE 23% Locate an Agent 33% Look for Info 24% Get a Quote 41% Other 29% Price Comparation Have you ever used your mobile device to search for the following information related to auto insurance? Please select all that apply. Base: Total respondents (n=225) 13
AUTO INSURANCE MOBILE APP USAGE % of respondents who has used a mobile auto insurance app How Mobile App is Used YES 45% Have you ever used a mobile app to? Please select all that apply. Base (1st chart): Total respondents (n=227) NO 55% Usefulness of Mobile App in Spanish 55% Pay Insurance bill 34% Log into existing Policy 13% 20% File an Auto Insurance Claim Other YES 83% N0 DIFERENCE 12% NO 5% Those who have used a mobile app for auto insurance (n=103) If the mobile app was in Spanish would it be more useful? Base (3rd chart): Those who have used a mobile app for auto insurance (n=103) 14
ABOUT US ComScore is a leading internet technology company that measures what people do as they navigate the digital world - and turns that information into insights and actions for our clients to maximize the value of their digital investments. comscore was founded in 1999 by President and CEO Magid Abraham and Chairman Gian Fulgoni and became a public company in June 2007. Adsmovil, a Cisneros Interactive company, is the principal mobile ad network in the U.S. Hispanic and Latin America market. It has pioneered the way brands and content owners interact with the Spanish- and Portuguesespeaking audiences in Latin America and the U.S. Hispanic markets via their mobile devices. Adsmovil has developed advertising mobile campaigns and mobile web sites, in addition to providing mobile solutions that enhance the interaction between brands across the Americas, using innovative digital platforms and Latin content to effectively engage consumers in the region. WHAT WE DO? We help agencies, brands and marketers extend their reach to the mobile Hispanic audience. Adsmovil also helps advertisers to create strong brand awareness across our 100% Hispanic Premium Ad Network. Our Network allows our partners to go beyond traditional mobile buys and get the highest quality inventory. In our Network, your message is always where it can command attention. Download the entire info as a PDF Infographic 15
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