"Goin' Mobile … Keep Me Movin'"

–The Who, "Going Mobile"

Pete Townshend likely wasn't looking ahead to a future of consumers using mobile devices to "keep moving" with auto insurance, but the lyrics to bring up a good point: More people are using their phones and tablets to request quotes and purchase auto insurance, contrary to our collective belief.

At EverQuote, we recently analyzed quote requests over a 5-month period to determine whether or not the use of a mobile device or desktop computer affected auto insurance shopping behavior. The longstanding assumption has been that mobile consumers are not serious purchasers–that they're merely doing some research into companies and possible rates and are not worth the time or the effort.

In reality, that couldn't be further from the truth.

Our research found that consumers who shop on mobile devices for auto insurance are no different than desktop consumers of the same age. In fact, those shopping for insurance were shown to have the same intent to request quotes and buy coverage as desktop users.

Some key findings of the research were:

Mobile consumers are more likely to complete the typically extensive quote request form for auto insurance than desktop users. Despite the smaller screen size and lack of full keyboard, mobile consumers are actually 17% more likely to complete a full quote request form than desktop users.

It is commonly assumed that mobile shoppers have more claims and violations. They're younger and probably more reckless, right? So it's tempting to create a theory that consumers that use mobile phones for shopping may also be unsafe drivers based on the data. However, when the age of the consumer is accounted for, there is no significant difference between mobile and desktop users in the number of claims and violations.

The amount of coverage requested has nothing to do with how the coverage was requested (mobile or desktop)–it is consistent by age.

At 29, the median age of mobile consumers is higher than the typically assumed 18 to 25, though still significantly lower than desktop users.

The number of homeowners that requested auto insurance via a mobile device, owned homes at the same percentage of consumers that requested auto insurance quotes on a desktop device.

Let that sink in a bit. Everything we thought about mobile auto insurance consumers is wrong.

That means that mobile consumers should not be ignored. Consumers arriving from mobile devices should get the same range of options, pricing and coverage as they do from desktop or by offline methods–as this data shows that mobile and desktop consumers are both valuable to insurance providers looking to serve them.

Because there is no connection between intent, coverage or claims history by device type, insurance providers should seek to leverage mobile as a growing source that provides quality online consumers. If you don't pay attention to those prospective clients coming your way via mobile–and if you don't make it as easy as possible for them to connect with you via mobile–then you're missing out on a lot of potential new customers.

As always, agents should use a blended strategy for marketing to capture the online consumer. Include strategies to enhance your local presence, purchasing online consumer referrals, e-mail marketing and social media. Track and measure contact and conversion data so you know where to invest future marketing dollars or where your team may need coaching on how to communicate with the connected consumer. Finally, develop sales processes to give you the best chance to convert leads generated from different sources.

Stuart Ganis started his career as a producer in 1989 and later co-founded an independent agency that grew to 20 million in premium volume within 5 years. After the sale of the agency, Ganis started a consulting firm helping agents in areas of sales, marketing, operations and M&A advisory services. Stuart currently serves as the SVP, Marketing for EverQuote. Follow Ganis on Twitter @StuartGanis.

Special Reports /

Why agencies should pay attention to the mobile insurance consumer

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