Mobile is growing tremendously rapidly and understanding the trends, consumer behaviour and opinions regarding these technologies is helpful to a wide variety of different types of businesses. Recently (in 2014) Deloitte carried out a survey which attempted to do exactly that. The survey was administered in the USA to 2,000 respondents. The findings were very interesting, particularly with regard to the obsession that people apparently have with their devices. Indeed, the survey found that:
“Nearly 40% look at their phone within a mere five minutes of waking up. Nearly 75% check their device within 30 minutes and almost 90% of consumers report waiting no more than an hour to look at their smartphone.”
Not only that, but the US consumers were also asked how many times a day they check their phones. Almost 10% were found to do this in excess of 100 times a day, and 25% check it more than 50 times a day. Three percent of the respondents said that they check their phone more than 200 times a day. All of this shows the very important role that mobile is playing in daily lives, and the importance of companies finding ways to leverage this.
Mobile Ecosystem Trends in 2015 IntelligenthqMobile and Financial Activities
One area of interest for the survey was to understand consumer activities with regard to financial activities. In studying these activities it was found that many consumers use their devices to do what they formerly would have used a PC for – tasks like checking a balance or making transfers. When it came to uniquely mobile activities like using a mobile device to make an in-store payment, this was something that customers did far less frequently. It is still thought however that mobile payments “mPayments” will take off. However, there is quite a way to go as the survey found that only 7% had made a mobile payment so far in a store.
Mobile and the Internet of Things
Another aspect that the survey looked at was interest in the Internet of Things. Specifically it reviewed interest in the connected home and the connected car. Sixty three percent of customers were found to be interested in the connected car and 55% in the connected home. This is particularly interesting since at the current time there are few offerings that are available in the mainstream market. Another interesting facet of the survey with regard to this was that people had the least interest in “landscape control” of the home services referred to in the survey, but people were prepared to pay the most for it. The same was found to be true of automated driving functionality.
Mobile and Streaming
Streaming is an activity that is becoming more popular, and the survey reports that if current trends continue it will be likely that more wireless spectrum and bandwidth will be needed to meet consumer needs. Music streaming was found to be more popular than video streaming at the current time, but one in five of those surveyed indicated they will be more likely to stream more video in the next year. Even more said they would stream more music (one in three). The number of consumers that streamed anything was found to have doubled since the survey in the previous year.
Costs and Price
Costs and price awareness among US consumers were also explored. A significant proportion of the respondents to the survey thought that the quality of the camera was of greater importance than the cost of the device. However, cost of the device is still very important overall, and the market was found to be “immense and stable”. As a result of the survey it was predicted that purchasing frequency of devices will remain the same for the upcoming five years.
Stability and Speed
Stability and speed were the final areas reviewed. It was found that people plan to buy phones as much as they ever have, but interestingly it was also found that interest in apps was dropping, with 32% downloading less apps than the year previously. On the bright side customers were more likely to pay for apps that they believe they will like. Additionally while Americans were found to like speed, less than 20% were prepared to pay $10 or more for a speed that was three to five times faster. This is attributed to current satisfaction with speed, including with 4G.
Paula Newton is a business writer, editor and management consultant with extensive experience writing and consulting for both start-ups and long established companies. She has ten years management and leadership experience gained at BSkyB in London and Viva Travel Guides in Quito, Ecuador, giving her a depth of insight into innovation in international business. With an MBA from the University of Hull and many years of experience running her own business consultancy, Paula’s background allows her to connect with a diverse range of clients, including cutting edge technology and web-based start-ups but also multinationals in need of assistance. Paula has played a defining role in shaping organizational strategy for a wide range of different organizations, including for-profit, NGOs and charities. Paula has also served on the Board of Directors for the South American Explorers Club in Quito, Ecuador.
