Insurers without a mobile presence still are able to give customers what they want—for the time being. Considering how much the industry is discussing mobile capabilities, current demand is relatively low, and customers wanting to use mobile skew younger. The average age of those interested in mobile insurance apps was 37, as per Forrester Research's "The State of Mobile Insurance In 2013." The average age among those who didn't want to interact with insurers that way was 47. This suggests demand for mobile insurance apps will continue to rise with younger generations.

Yet the question remains, as younger generations buy more insurance, where in the business cycle should insurers focus? The touch points receiving the most interest, per the survey, were checking claims and paying bills, followed by viewing policies, meaning these are the areas where convenience matters most. Interestingly, among Europeans the ability to request roadside assistance received the most interest. Other than that, the activities desired by European and American adults were very similar, with Europeans also a little more willing to receive text notifications from insurers.

Click here to read an online feature, titled "How Data Can Demystify Next-Gen Consumers," also covering customer experience and technology modernization and released in tandem with this month's print issue.

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