State Farm?s mobile site was voted best by Key Lime Interactive among other auto insurance companies? sites.

State Farm ranked best in several categories that consumers said were most important to them when managing their insurance information via mobile. In addition to a mobile site, State Farm also has lines of iPhone and Android applications.

?State Farm uses mobile Web to leverage the capabilities of the average consumer?s smart phone to instantly bridge offline social experiences to online social experiences through the smart phone,? said Eli Winn, manager of enterprise Internet solutions at State Farm, Bloomington, IL.

State Farm Insurance claims to have 17,800 agents that serve 81 million policies in the United States and in Canada.

Auto win
Key Lime Interactive asked consumers which features were most important to them in their mobile experience.

Consumers said that for an auto insurance company, they were most interested in being able to enter detailed accident information easily, view policy information and pay bills.

Auto insurance companies Allstate, Travelers, USAA, GEICO, Progressive, Nationwide and Liberty Mutual were also included in the study.

Users can access the State Farm mobile site by typing http:/m.statefarm.com into their handset's browser.

The site focuses on two main areas that State Farm?s clients are most interested in ? finding an agent and calling for a quote.

The mobile site also includes information on filing claims, accident help and lets users fill out a vehicle report.

?We want our customers to be able to interact with us in any way they choose, any time they choose,? Ms. Winn said.

?By offering a remarkable customer experience on mobile Web, any consumer with a smartphone, regardless of operating system or device, has access to the capabilities and services that we provide,? she said.

Auto race
State Farm?s high-ranking mobile site points to how consumers are trusting their handsets for more complicated actions, such as managing their insurance.

Mobile makes an especially natural platform for auto insurance where consumers might have to file a report while on the go and do not have time to navigate non-optimized screens.

In addition to its mobile sites and apps, State Farm also recently ran a mobile sweepstakes on Pandora, showing how the company takes mobile seriously as a part of their overall strategy (see story).

?State Farm is the leader in mobile insurance capabilities, and we will continue to listen to customer feedback, expand our tools and capabilities and utilize new technologies,? Ms. Winn said.

?This will allow us to provide a remarkable mobile customer experience,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York