For Your Agency’s Future - Put Mobile First

Television Advertising and Young Adults

There are a half dozen or more auto insurance companies currently advertising in heavy rotation on television.

Here are 5 I can think of right now (I watch too much TV):

• A car named Brad
• Mayhem
• Jaime in the white apron
• “We covered that.”
• Stefon Diggs and his sticky hands

Can you name these carriers?  Most young adults won’t have any clue.  Why? Because 61% of young adults use streaming services to watch television.

According to a survey conducted by the Pew Research Center in August 2017, streaming services like Netflix, Amazon Prime Video and HBO Go have dramatically altered the media habits of Americans, especially young adults.

About six-in-ten of those ages 18 to 29 (61%) say the primary way they watch television is with streaming services on the internet, compared with 31% who say they mostly watch via a cable or satellite subscription and 5% who mainly watch with a digital antenna.

Tips For Creating Your Independent Insurance Agency’s Mobile-Friendly Website

Young adults, millennials and Generation Z (Gen Z), are constantly connected to their mobile devices. As stated above, they are watching streaming services on their mobile devices.  They have cut the cord on cable.

When these young adults go to shop for insurance products and services on their mobile devices, will they find your website and like what they see?  


5 Mobile Website Tips To Keep Young Adults Engaged

1. KISS - KISS is an acronym for "Keep it simple, stupid" as a design principle noted by the U.S. Navy in 1960. The KISS principle states that most systems work best if they are kept simple rather than made complicated.  Mobile website content should be short, concise and sweet. Keep your keywords and convey your message in fewer words. Young adults have shorter attention spans. Grab their attention or they will lose interest fast.
2. Use icons - De-clutter with icons.  Use icons for your menu (i.e. hamburger menu - three stacked horizontal lines), click to call icon, social media icons.
3. No pinching allowed - your mobile website should be navigable without requiring pinching to increase size for visibility and navigation.
4. Responsive - your mobile website should be responsive.  Designed to detect the user’s screen size and adjust the layout and screen size based on their device.
5. Contact information - your contact information should be easily found on mobile devices.  Make sure your phone number, location and address are easily found.