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Dec. 3, 2013
As More Members Reach First for Mobile Devices, Responsive Design Provides Optimal Experience
MADISON, Wis. – Just how attached are consumers to their smartphones? A 2012 study by IDC Research reported 72 percent of all smartphone users report their devices are within an arm’s reach for at least 23 hours a day.
Considering consumers’ attachment to their mobile devices, CUNA Mutual Group’s TruStage.com has incorporated responsive design, providing an optimal online experience to virtually any member using any Web-capable device. The site now automatically adapts content to the member’s device, providing a tailored online experience when shopping for insurance.
With smartphones and tablets so engrained in our culture, it’s not surprising that they’ve displaced desktops as consumers’ preferred method to access the Web. In fact, by conservative estimates, about 95 million mobile smart screens are now in use in the United States, according to third quarter 2013 mobile user findings by EMarketer.
Even the very thought of “being without your mobile device due to no signal, a dead battery, or losing or forgetting it” evokes emotions that range from concern to outright panic, reports Lookout in its 2013 Mobile Market Study.
TruStage Senior Vice President Susan Sachatello explains the necessity of responsive Web design. “Consumers lead the way in showing us what technology they’re using and the experiences they expect. Mobile Commerce Daily reported in October that nearly seven out of 10 smartphone and tablet users will use their devices for holiday shopping this year. That’s not a fad—mobile is winning in both convenience and experience.”
Smartphone and tablet usage has reached a critical tipping point. When combined, those devices account for more internet access than desktops, as reported by Jumptap and comScore in October.
Within the financial services industry, smartphones are now the most common starting point for banking activity, according to a 2012 multi-screen user behavior study by Google & Ipsos.
“Staying connected with members is what credit unions have done since the very beginning,” Sachatello said. “Our partnership with them means an ongoing investment in technology and member experience, especially online. With TruStage.com, the push to incorporate responsive design was about meeting members’ expectations, providing the best possible experience and having credit unions feel complete confidence when they direct their members to us.”
TruStage is a consumer marketing brand of CUNA Mutual Group, a company providing financial security and protection to credit unions and their members worldwide. With more than 75 years of true market commitment, CUNA Mutual Group’s vision is unwavering: To be a trusted business partner that delivers service excellence through customer-focused products and market-driven insight. More information about TruStage is available at www.TruStage.com
TruStage Insurance products and programs are made available through TruStage Insurance Agency, LLC and issued by CMFG Life Insurance Company and other leading insurance companies. The insurance offered is not a deposit, and is not federally insured, sold or guaranteed by credit unions.
© 2013 CUNA Mutual Group, All Rights Reserved