Reliance On Mobile Technology

Consumer dependency on mobile technology has increased with improved connectivity and more powerful devices - 62% of UK consumers now own a smartphone and 36% own a tablet. Among younger age groups these figures are even higher.

Not only has consumer ownership of digital devices risen, their usage has also increased. Around 60% of consumers are using smartphones and tablets to access their social media accounts and the same number are using them to research products and services.

Consumers are becoming increasingly reliant upon their mobile devices and the connected consumer now lives more of their life online and on-the-move. Surrounded by digital technology and smart devices at home and at work, the average UK consumer now owns 5.4 portable devices - they can shop at any time of day or night, from anywhere.

Digital disruption
The rise of the connected consumer has disrupted many existing business models, and consumers are increasingly coming to expect a multichannel experience.Constant connectivity through digital technology has given consumers access to real-time information on products, services and prices at anytime from anywhere. This is impacting all stages of the consumer journey, from research to purchase.

The key to success in the digital world is to present a seamless brand experience across all channels - knowing who your consumers are, where they are and what they like, and feeding this information back to through the organisation.

Digital evolution – where next?
Digital development continues to accelerate. At one end of the scale some businesses will struggle to keep up. At the other end, some are already investing in digital research labs to ensure that they retain a competitive advantage. All consumer businesses are considering how the digital consumer will continue to evolve and what this will mean for patterns of consumption and demand.

Our latest report – Consumer Review: Digital Predictions 2014 – makes four predictions that we believe will have a significant impact on the consumer market in the next 12 to 18 months. Look out for a deep dive into these predictions in the coming months. Here is a preview:

-          Wearable technology will provide a more immersive experience for consumers. Uptake and engagement with mobile devices have left consumers wanting more and they are, in effect, waiting for technology to catch up.

-          More consumers are attracted to the tablet market by smaller, cheaper models. As the market fragments, consumer businesses will need to analyse their consumer data on tablet purchases in more detail.

-          The living room audience is no longer captive; brands are competing for consumers' attention across a range of channels and devices, sometimes at the same time.  

-          Over-55s will generate the greatest increase in smartphone ownership in 2014 and are forecast to account for much of the growth in the consumer market in the next ten years. Understanding what is driving the uptake in smartphones is key to increasing engagement. 

For more information you can read the full review:  Deloitte Consumer Review: Digital Predictions 2014.

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