Innovations in the World of Mobile Optimized Web Sites: Second Semester. Prepared by DALBAR, Inc. Business Technology Division
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1 Innovations in the World of Mobile Optimized Web Sites: Second Semester Prepared by DALBAR, Inc. Business Technology Division DALBAR 303 Congress Street Boston, MA Mobile InSIGHT Mobile Web Report DALBAR 2015
2 Table of Contents Introduction...3 About DALBAR s Mobile InSIGHT Review... 4 Methodology...5 DALBAR s Top Ten - Mobile Web Site Rankings for Semester 2, The Top of the Crop - Top Mobile Sites by Criterion...10 Design...10 Security...10 Mobile Optimization...11 Ease of Use...11 Personalization/Customization...11 Support...12 Interaction with the Firm...12 Interactivity...12 Navigation...13 Behavior Centric...13 Benchmarking Data & Stats by Audience...14 New and Improved - Mobile Site Enhancements...16 Fidelity...16 OneAmerica...17 MBM...18 Principal Financial...19 T. Rowe Price...20 Vanguard...21 Transamerica...22 Royce Funds...23 Lincoln Financial...24 Mobile InSIGHT s Criteria Overview...25 Appendix...30 Additional Resources Available Mobile InSIGHT Mobile Web Report DALBAR 2015
3 Introduction With smartphone and tablet ownership on the rise 1 globally, it is reasonable to assume that this will correlate to an increase in people interacting with the Web via mobile devices. In fact, Pew Research shows that as of this year two-thirds of Americans own a smartphone 2. Findings from the latest KPCB mobile technology trends report show that the time spent on mobile devices tipped the scales this year; 51% of screen time is now allocated to a mobile device over a personal computer 3. These statistics further underscore that firms need to cater to their mobile-toting customers, while still taking heed of the needs of their traditional desktop users. In order to remain in the customer s view, financial firms must stay current and leverage the mobile Web to establish a meaningful presence on their customers devices. Recognizing this necessity, many financial services firms are providing mobile optimized Web sites catering to the mobile-broadband subscribers by: Creating a seamless mobile experience reminiscent of traditional desktop Web sites Using innovative strategies in providing financial content for mobile consumption However, one overarching question remains: exactly what content should be mobile accessible? DALBAR S Mobile InSIGHT analyzes financial services firms offerings and recognizes those who create a meaningful user experience fit for mobile consumption. 1 Source: Mobile InSIGHT Mobile Web Report DALBAR 2015
4 About DALBAR s Mobile InSIGHT Review During the second semester of 2015, DALBAR s group of digital analysts completed an in-depth review of a total of 46 mobile Web sites offered by financial services firms. The following chart represents the audiences included in this semester s rankings: Breakdown by Audience 4 Mobile InSIGHT Mobile Web Report DALBAR 2015
5 Methodology Mobile InSIGHT s criteria consist of 11 distinct evaluation categories. Design Security Mobile Optimization Ease of Use Personalization/Customization Support Interaction with the Firm Interactivity Navigation Core Content Behavior Centric Mobile sites are awarded a score from and ranked within their respective audience. With the exception of Core Content, each audience was evaluated using the same, universally-applicable criteria. Using Mobile InSIGHT s proprietary evaluation criteria, each mobile site earned a final score between 1 and 100, which directly relates to DALBAR s established Designations of Excellent, Very Good and Good. Mobile sites earning a score below 60 do not qualify for a DALBAR Designation. DALBAR Score DALBAR Designation Effect EXCELLENT Leads to market differentiation VERY GOOD Required to stay competitive GOOD Required to avoid an undesirable user reaction 5 Mobile InSIGHT Mobile Web Report DALBAR 2015
6 The charts below show what percentage of firms fall within a specified score range (in increments of 10 points), broken out by audience. For example, 42.9% of mobile retirement Web sites scored between and Scoring Overviews 6 Mobile InSIGHT Mobile Web Report DALBAR 2015
7 DALBAR s Top Ten - Mobile Web Site Rankings for Semester 2, 2015 The 10 highest scoring sites from each audience are presented below, out of a total of 46 Web sites evaluated during Mobile InSIGHT s Semester review. MUTUAL FUND MOBILE SITES SEMESTER RANK SCORE DALBAR DESIGNATION American Century EXCELLENT Royce Funds EXCELLENT TIAA-CREF EXCELLENT Putnam Investments VERY GOOD Federated Funds GOOD Thornburg Investment Management GOOD Davis Funds GOOD Franklin Templeton GOOD Delaware Investments GOOD Ivy Funds GOOD 7 Mobile InSIGHT Mobile Web Report DALBAR 2015
8 LIFE INSURANCE & ANNUITY MOBILE SITES SEMESTER RANK SCORE DALBAR DESIGNATION USAA EXCELLENT Metlife VERY GOOD Nationwide VERY GOOD Northwestern Mutual VERY GOOD Fidelity GOOD Principal Financial GOOD Ameritas N/A Colonial Penn N/A Sun Life of Canada N/A Prudential Financial N/A 8 Mobile InSIGHT Mobile Web Report DALBAR 2015
9 RETIREMENT PROVIDER MOBILE SITES SEMESTER RANK SCORE DALBAR DESIGNATION Nationwide Retirement Solutions EXCELLENT OneAmerica EXCELLENT TIAA-CREF VERY GOOD Merrill Lynch VERY GOOD Vanguard VERY GOOD T. Rowe Price VERY GOOD Principal Financial VERY GOOD Sentinel VERY GOOD New York Life VERY GOOD Ameritas VERY GOOD Learn More This report is a summary of DALBAR s Mobile InSIGHT findings on mobile sites evaluated over the preceding semester. For further details on the Mobile InSIGHT program or to submit your firm s mobile site for the next review period, please contact Brooke Halloran at bhalloran@dalbar.com, or Mobile InSIGHT Mobile Web Report DALBAR 2015
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