It’s Time For Mobile-Infused Experiences

One of the eight CX skills that companies must master is mobile-infused experiences. Companies will need to redesign marketing, sales, service, and support processes to incorporate the growing number of smart mobile devices.

In our Data Snapshot: Communications and Media Benchmark, we found that 31% of U.S. consumers use apps on their mobile phones on a daily basis. This usage level goes from 54% for 18- to 25-year-olds down to 3% of those older than 75.

I analyzed how this data varies across the customer bases of 249 U.S. companies. As you can see below, Rent-A-Wreck, Thrifty, Advantage, Fujitsu, Dollar, National, Crowne Plaza, Audi, and Alamo need to actively consider mobile-infused experiences, since more than 60% of their customers regularly use mobile apps (this data does not examine the specific mobile apps they are using). If you look at the full list of companies lower in this post, you’ll find that 59 of them (24% of total) have more than half of their customers using mobile apps on a daily basis.

The bottom line: Start building skills in mobile-infused experience design.

<Data on all 249 companies is shown below>

Percentage of consumers in customer base who use mobile apps daily


Company Industry Daily mobile app users
Rent-A-Wreck Rental cars 68%
Thrifty Rental cars 67%
Advantage Rental cars 64%
Fujitsu Major Appliances 63%
Dollar Rental cars 62%
National Rental cars 62%
Crowne Plaza Hotels 61%
Audi Auto Dealers 61%
Alamo Rental cars 61%
BMW Auto Dealers 60%
Hyatt Hotels 60%
Electrolux Major Appliances 59%
DHL Parcel delivery 59%
Sony Computers 58%
Haier Major Appliances 58%
Budget Rental cars 58%
AirTran Airways Airlines 57%
Apple Computers 56%
Fairfield Inn Hotels 56%
Courtyard By Marriott Hotels 56%
CellularOne Wireless 56%
Borders Retailers 56%
Hilton Hotels 56%
Hertz Rental cars 55%
JetBlue Airlines Airlines 55%
Baskin Robbins Fast food 55%
Toshiba Major Appliances 54%
Highmark (BCBS) Health Plans 54%
Infiniti Auto Dealers 54%
Residence Inn Hotels 54%
Hitachi Major Appliances 54%
Alaska Airlines Airlines 54%
A&P Groceries 54%
Continental Airlines Airlines 54%
Qwest TV Service 54%
Bosch Major Appliances 54%
Lexus Auto Dealers 54%
Avis Rental cars 53%
Alltel Wireless 53%
American Airlines Airlines 53%
CareFirst (BCBS) Health Plans 53%
Samsung Major Appliances 53%
E*TRADE Investments 53%
Best Western Hotels 53%
Lenovo Computers 53%
Jeep Auto Dealers 53%
Gap Retailers 52%
LG Major Appliances 52%
Cadillac Auto Dealers 52%
Ameriprise Financial Investments 52%
Health Net Health Plans 52%
Marriott Hotels 52%
Mazda Auto Dealers 52%
Mercedes-Benz Auto Dealers 52%
Volkswagen Auto Dealers 52%
Blue Shield of California Health Plans 51%
GM Auto Dealers 51%
Coventry Health Care Health Plans 51%
Orange Julius Fast food 51%
United Airlines Airlines 50%
Holiday Inn Hotels 50%
Motel 6 Hotels 50%
Westin Hotels 50%
Sprint Wireless 50%
Holiday Inn Express Hotels 49%
US Airways Airlines 49%
Delta/Northwest Airlines Airlines 49%
Kia Auto Dealers 49%
Quality Inn Hotels 49%
Southwest Airlines Airlines 49%
ING Direct Investments 48%
Charles Schwab Investments 48%
Starbucks Fast food 48%
Amica Insurance 48%
Hampton Inn Hotels 48%
Comfort Inn Hotels 48%
Zappos Retailers 47%
Sheraton Hotels 47%
Days Inn Hotels 47%
Merrill Lynch Investments 47%
Aetna Health Plans 47%
Dodge Auto Dealers 47%
GE Major Appliances 47%
Old Navy Retailers 47%
Enterprise Rental cars 47%
Honda Auto Dealers 46%
AT&T TV Service 46%
Whole Foods Groceries 46%
Chik-fil-A Fast food 46%
New York Life Insurance 46%
T-Mobile Wireless 46%
Gateway Computers 46%
Acer Computers 46%
Whirlpool Major Appliances 46%
CIGNA Health Plans 46%
Domino’s Fast food 45%
Edward Jones Investments 45%
Empire (BCBS) Health Plans 45%
Nissan Auto Dealers 45%
Toshiba Computers 45%
Fifth Third Banks 44%
AAA Insurance 44%
21st Century Insurance 44%
Toys ‘R’ Us Retailers 44%
Ford Auto Dealers 44%
American Family Insurance 44%
Safeco Insurance 44%
Buick Auto Dealers 44%
Kaiser Permanente Health Plans 44%
TD Bank Banks 44%
Sonic Drive-In Fast food 43%
Hyundai Auto Dealers 43%
Wells Fargo Advisors Investments 43%
Quiznos Fast food 43%
AT&T Wireless 43%
USAA Credit Cards 43%
EarthLink Internet Service 43%
Morgan Stanley Smith Barney Investments 43%
Wells Fargo Credit Cards 43%
Jack in the Box Fast food 43%
TD Ameritrade Investments 42%
Progressive Insurance 42%
Best Buy Retailers 42%
USAA Banks 42%
Bright House TV Service 42%
Toyota Auto Dealers 42%
Subaru Auto Dealers 42%
Anthem (BCBS) Health Plans 42%
Regions Banks 42%
Bank of America Credit Cards 42%
Chrysler Auto Dealers 42%
OfficeMax Retailers 42%
H.E.B. Groceries 42%
Super 8 Hotels 41%
Barnes & Noble Retailers 41%
Liberty Mutual Insurance 41%
Macy’s Retailers 41%
Compaq Computers 41%
RadioShack Retailers 41%
ING Direct Banks 41%
GEICO Insurance 41%
American Express Credit Cards 40%
Dunkin’ Donuts Fast food 40%
Little Caesar’s Fast food 40%
eBay Retailers 40%
MSN (Microsoft Network) Internet Service 40%
Allstate Insurance 40%
Dairy Queen Fast food 40%
AT&T Internet Service 40%
HSBC Banks 40%
Comcast Internet Service 40%
Chevrolet Auto Dealers 39%
US Cellular Wireless 39%
Verizon TV Service 39%
Dell Computers 39%
Pizza Hut Fast food 39%
Albertsons Groceries 39%
MetLife Insurance 39%
Giant Eagle Groceries 39%
AOL Internet Service 39%
USAA Insurance 39%
Citibank Banks 39%
SunTrust Bank Banks 38%
A credit union Investments 38%
ShopRite Groceries 38%
Farmers Insurance 38%
Vanguard Investments 38%
Cablevision Internet Service 38%
Taco Bell Fast food 38%
Verizon Internet Service 38%
FedEx Parcel delivery 38%
Bank of America Banks 38%
Stop & Shop Groceries 38%
Capital One Credit Cards 38%
Comcast TV Service 38%
Optimum (iO)/Cablevision TV Service 38%
DirecTV TV Service 38%
BJ’s Wholesale Club Retailers 37%
Capital One Banks 37%
KFC Fast food 37%
eMachines Computers 37%
Nationwide Insurance 37%
Wendy’s Fast food 37%
Costco Retailers 37%
Medicaid Health Plans 37%
Hy-Vee Groceries 37%
Citizens Banks 37%
Amazon.com Retailers 37%
HSBC Credit Cards 37%
Arby’s Fast food 37%
Fidelity Investments Investments 37%
US Bank Credit Cards 37%
Cox Internet Service 36%
Chase Banks 36%
Prudential Insurance 36%
Safeway Groceries 36%
Target Retailers 36%
Burger King Fast food 36%
Hewlett-Packard Computers 36%
PNC Banks 36%
Cox Communication TV Service 36%
Subway Fast food 36%
Food Lion Groceries 36%
Citigroup Credit Cards 36%
Publix Groceries 36%
Verizon Wireless Wireless 35%
Travelers Insurance 35%
Office Depot Retailers 35%
Chase Credit Cards 35%
US Bancorp Banks 35%
Sam’s Club Retailers 35%
QVC Retailers 35%
Piggly Wiggly Groceries 35%
Winn-Dixie Groceries 35%
Charter Communications Internet Service 35%
Kohl’s Retailers 35%
UPS Parcel delivery 35%
Sears Retailers 35%
McDonalds Fast food 35%
United Healthcare Health Plans 35%
Time Warner Cable TV Service 35%
Road Runner Internet Service 34%
Qwest Internet Service 34%
Kroger Groceries 34%
Hardees Fast food 34%
CVS Retailers 34%
Wells Fargo Banks 34%
Staples Retailers 34%
Humana Health Plans 34%
TriCare Health Plans 33%
Dish Network/EchoStar TV Service 33%
JCPenney Retailers 33%
State Farm Insurance 33%
Save-a-Lot Groceries 33%
Virgin Mobile Wireless 32%
Kmart Retailers 32%
Aldi Groceries 32%
Charter Communications TV Service 32%
US Postal Service Parcel delivery 32%
Walgreens Retailers 32%
Home Depot Retailers 31%
Wal-Mart Retailers 31%
Rite Aid Retailers 31%
Discover Credit Cards 31%
A credit union Banks 30%
Lowe’s Retailers 30%
Medicare Health Plans 25%
The Hartford Insurance 23%
TracFone Wireless 17%

About Bruce Temkin
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, marketing, interaction design, customer service, and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

2 Responses to It’s Time For Mobile-Infused Experiences

  1. Martin Dowson says:

    Hi Can I ask… were the respondents ‘smartphone’ owners only or a cross section of society. Just trying to understand if these percentages are of a ‘total company user base’ or a ‘mobile enabled user base’

    Cheers,

    Martin

    Still loving the reports! great work.

    • Bruce Temkin says:

      Martin: the respondents are not necessarily smart phone owners, so the percentages are from a group of consumers that are representative of the overall US population.

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