Smartphone LOVE and Usage Based Insurance Implications

usage-based-insuranceWith Valentine’s Day around the corner, there’s never been a better time to talk LOVE … in this case, our love affair with electronic devices and apps. While we all know Americans are obsessed with their smartphones, the latest data is juicier than an episode of “The Bachelor.”

Check out these sizzling trends …

  • Hotter than husbands? According to January 2014, Pew Research, 44% of cell owners sleep with their phones by their beds and 29% describe their cell phone relationships as “something they can’t imagine living without.”
  • Trading up? In 2014, for the first time, people began to spend more time in smartphone apps than watching television! Yes, you heard right. There was a 9.3 percent rise in just nine months. This is a continuing trend, as mobile web usage has already overtaken the PC.
  • Speed dating? In fact, in 2012 the iPhone app Draw Something broke Facebook’s record, reaching one million users in just nine days! Mobile advances are reaching consumers at a simply ridiculous rate.

The key to lasting relationships …

  • According to this WebDAM infographic, 85 percent of users prefer mobile apps to mobile websites, and yet only 45 percent of U.S. mobile marketing campaigns employ app downloads.
  • In the United States, 224 million people actively use apps on their smartphones.
  • On top of that, 61 percent of customers report a higher opinion of companies that offer a good consumer experience on mobile.
  • As of last year, only 20 percent of CMOs used social media to engage with their customers, but 94 percent of them plan to implement strategies which include mobile apps.
  • Forbes reports that mobile is the key to create a sustained relationship with customers. Mobile is increasingly becoming the platform of choice for not only social networking, but contacting customer service.

A formula for successful UBI matchmaking …

Smartphones are driving technological advances and changing UBI policy adoption figures. In 2013, a pilot program conducted in Sweden led to new customers and the transition of existing customers to a UBI program. The article outlines several key points:

  • Smartphone telematics will be relevant for several years to come.
  • As a UBI alternative, smartphone technology could disrupt contemporary business practices in the insurance industry through technological innovation and improved end-user experience.
  • Despite its challenges, smartphone telematics offers a scalable, user friendly alternative to UBI and could result in innovations in the sales process.

Fairytale ending …

While the rest of the usage based insurance story is left to be written, it’s clear that the leading characters are destined for auto industry greatness. America already has a love affair with smartphones, apps and saving money. Auto insurers who appeal to these preferences with smartphone UBI programs can look forward to many years of “automonial” bliss.

Wondering if your policyholders will LOVE smartphone UBI? See it through their eyes in the video below:

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