Addressing the Decision and Buying Behavior of Mobile Natives: Developing a Set of Guidelines for an Appropriate Online Communication of a Motor Vehicle Insurance

A lot of research has already been done to find out what it is that the Digital Natives like, and in what way they can best be addressed through the online channels of an insurance. The Digital Natives have just been the first generation to grow up with the internet, though. Further “mobile” generations are coming and becoming prospective buyers, the Mobile Natives, whose respective requirements and expectations are yet incompletely identified. This Master Thesis elaborates on the decsion and buying behavior of a sub-segment of Mobile Natives, the GIF (Generation In Focus) to ultimately set up guidelines in the realm of online communication for a motor vehicle insurance company such as the exemplary Baloise Insurance company. To do so, the answers to several research questions, such as 1) the current situation of motor vehicle insurance companies, 2) measures that have been undertaken in the past to attract young customers, 3) the behavior of Mobile Natives concerning their decision and buying behavior, 4) the Mobile Natives’ requirements towards a motor vehicle insurance, and 5) how insurance companies can adapt their online communication to address the Mobile Natives in a suitable way, elaborate step by step the guidelines....