Consumers are less satisfied with their mobile experience with insurance providers than any other type of company, a new global survey has found.
The Effective Mobile Engagement Report 2016 has discovered that satisfaction with mobile experience with insurers declined from 60% in 2015 to 47% in 2016.
Among all sectors, insurance companies saw the largest drop in mobile experience satisfaction, with retailers seeing a decrease from 64% to 55%.
According to the report, 85% of consumers are unlikely to do business with the same organisation again following a bad mobile experience.
Seven in 10 respondents have also abandoned a mobile experience because mobile engagement was too difficult to initiate. The report noted that when customers ditch a company’s website or app, they are exposed to competing offers, potentially losing the firm a sale.
“Customers expect a seamless experience and access to information across all of the channels and devices they use,” said Dave Campbell, vice president of product marketing for customer engagement and support and LogMeIn.
“While not meeting these demands can come with an enormous price tag, a good mobile experience can create a competitive differentiator, drive revenue, and turn prospects into loyal customers.”
Factors to ensure a good mobile experience include ease of finding support options and contact information, higher than faster loading pages and readable text and images.
Survey results showed that 74% of consumers have made at least one purchase through their phones and tablets last year and 71% would spend more money via their devices if one or more concerns were addressed.
The report also highlighted the need for human interaction, as 91% said there should always be a way to contact a real person during a mobile experience.
Research specialist Vanson Bourne and software firm LogMeIn conducted the newest study, which polled 8,000 respondents across the US, Europe, India, Australia and New Zealand.
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