The Mobile Consumer

The introduction of mobile devices has revolutionized the way of information seeking, interacting and communicating. A shift to a consumer-centric marketing approach by adapting communication marketing and services to changing consumer behavior and their needs is becoming essential for the success of companies in nowadays market environments. However, great challenges to companies pose the questions about how to reach consumers effectively through mobile devices and which types of mobile communication and services should be offered. This is especially evident in the insurance industry, thus, the study aimed at investigating how appealing mobile communication and services are to consumers and to understand the impact of mobile usage on consumer behavior in the insurance context.