An informal survey conducted among the tech-savvy in my office (that means my assistant) came up with pretty much the same answer as a recent study by my colleagues at the Deloitte Center for Financial Services: Insurance apps are not yet up there in popularity with Kim Kardashian (the No. 3 free app at the iTunes store on July 1; don’t ask me why).

Sam Friedman, author of Mobile engagement: Insurers look to connect with consumers on the go, posits that the industry faces two basic challenges with consumers as it gets ready to move to the next phase in its mobile technology efforts: raising awareness and adoption; and moving beyond the basics like bill-paying to stickier, more frequent interactions.

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