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|Mobile Apps Landscape|
This Property & Casualty Insurance Monitor Report evaluates the way firms describe their mobile apps on the public and private site. We looked at how firms promote their apps throughout the site. We also graded firms by the types of apps they offer, looking for client features that help users submit claims and access their account, as well as games and entertainment for the public that help strengthen firms’ brands. Finally, we discussed the ways firms describe their app features, looking for firms with demos and large screen shots of available mobile apps.
Specifically, we evaluated firms by the following criteria:
Overall, firms performed well in this report. Ten out of the 12 firms in our coverage group were included in this report, and two firms earned an A. While firms generally offer a good selection of apps and promote them well, most only generally describe the features of each mobile app.
Firms generally do a good job of promoting their mobile pages throughout the site. Sixty percent of firms use the homepage to promote apps, and 70% place links to the mobile page in the bottom static menu. We were also pleased to find that firms generally promote apps in relevant portions of the site; for example, 50% of firms promote claims-related mobile apps in the Claims Center.
In terms of types of the types of mobile apps firms offer, we found that all firms in this report offer a general client app that helps users file claims following an auto accident. These general apps often allow users to access their account and update policy information. Four firms in this report offer games and apps for entertainment purposes. Two firms in this report offer a home inventory app, while one firm helps users during a move to a new home with an app available exclusively for the iPad.
Firms are generally lacking when it comes to describing individual features of their apps. While most firms show screen shots of their apps, they are often too small to get a good sense of how the apps function. While half of firms offer streaming videos, these are often very commercial in nature; only one firm offers a true walkthrough video of their mobile app.
Additional key findings include: