People spend 70 percent of their time connected to mobile devices, and share a wealth of consumer insight through their online engagement. The digital landscape is continuously changing, and global mobile data traffic is growing at an annual rate of 46 percent, with mobile devices generating about half of the global website traffic according to telecom analysts. 

How  will devices change the consumer experience? 

Developments like voice-activated shopping, social commerce, connected cars and wearable devices are already shaping the future of digital marketing, and the roll out of the fifth generation (5G) telecommunications network is expected to open the floodgates for mobile technology by 2023. According to a March 2020 Global Webindex report: 

Tablets and laptops will remain an important digital channel among half of the population, and conversion rates are 47 percent higher on a laptop or desktop than on a smartphone.

Smartphones  have seen a meteoric rise in usage since 2010, and are the primary portal to the internet for nine out of 10 consumers under the age of 40. They are projected to remain an important mobile device, and eCommerce is expected to increase with improved 5G online experiences. During the 2020 coronavirus pandemic, smartphone usage spiked from slightly over 3 hours per day to more than 5 hours per day, and mobile devices became a lifeline for consumers. Time will tell if this trend will change habits permanently.

Connected vehicles will account for 90 percent of cars and trucks sold in the U.S. by 2023 according to a Statista study. Leading industry analysts including Gartner predict 5G technology will expand exponentially from 2020 to 2023, and will transform the driving experience by giving every driver access to a mobile internet of things (IoT) and access to information about destinations of interest through outdoor surveillance cameras and sensors.

Smart home products interface with smartphones, and 66 percent of internet users say they are considering the purchase of a television, speakers, security or utility smart home product. Consumer interface with digital technology is beginning to move beyond screens. The growing popularity of digital assistants  and voice activated speakers show a trend toward AI-powered tools to inform decisions.

Wearable devices like smartwatches and earware with hearable technology are steadily gaining popularity. According to Satista, the number of connected wearable devices worldwide is expected to exceed 1 billion by 2022, and the number of devices doubled between 2016 and 2019. Some industry analysts project wearables will eventually replace smartphones as the preferred portal to the internet due to advances with AI-powered voice and listening technology.

How does mobile usage data provide consumer insights?  

Analysis of mobile usage data provides consumer intelligence that enables marketers to tailor strategies and create positive mobile experiences to reach the right people, at the ideal time and place. While there are many opinions about mobile usage data collection and distribution, the way consumers use mobile devices provides a wealth of information about the consumer path to purchase.

There are no cookie cutter solutions to marketing challenges, and the business intelligence gained through analysis of quantitative and qualitative mobile usage data provides actionable insights about actual customer behaviors, decisions, opinions and  motivations.

Insights In Marketing is the marketing research firm that delivers in-depth and actionable insights so you can have every confidence your decisions are inspired by the consumer voice. Our  team has decades of client and supplier side research experience, and our marketing expertise spans across various industries and consumer segments.

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