Four Trends to Watch in Mobile Consumption

26 Oct,2017

 

Consumer mobile behaviour tends to shift rapidly, and sometimes in some very subtle ways. It is imperative for brands, advertisers, and publishers to adopt increasingly targeted and sophisticated ways of tracking the consumer’s digital journey, especially considering the constant proliferation of new products, content, and user interfaces all designed to capture — and hold — our attention.

 

Our latest report presents Verto Analytics’ findings and analysis on consumer behaviour, reflecting proprietary data (gathered between 2016 and 2017) from U.S. adult (aged 18 and above) audiences. Based on this data, our team has identified four trends we predict will strongly impact brands, advertisers, agencies, and digital publishing companies in the coming year:

 

Highlights include:

  1. The Future of Personal Assistant Devices, Smart Speakers, and Voice as a User Interface 
    The Amazon Echo has been in the market for just over two years, but it’s already created a new class of voice-driven devices, often referred to as personal assistants, home assistants, or smart speakers — with other key players like Apple and Samsung quickly developing their own offerings. What’s next for this new and rapidly-growing category of consumer devices?
  2. Mobile Gaming Stagnates
    Have we reached the end of the road, at least for the moment, when it comes to mobile gaming hits?
  3. How Consumers Spend Their Time Online
    While individual consumers still spend the bulk of their online time on social media, communications tools, and games, their attention — or the amount of time they spend — is shifting toward other types of content.
  4. Keeping Pace With Digital Consumer Behaviour
    These new and sometimes subtle changes in consumer behaviour mean we must adapt how we measure new devices and surrounding services. Verto weighs in on two of the most important emerging metrics to track.

 

The following is the conclusion of the report that can be downloaded at http://research.vertoanalytics.com/consumer-behavior-in-2018-four-trends-to-watch:

 

Consumer mobile behavior tends to shift rapidly, and sometimes in some very subtle ways. It is imperative for brands, advertisers, and publishers to adopt increasingly targeted and sophisticated ways of tracking the consumer’s digital journey, especially considering the constant proliferation of new products, content, and user interfaces all designed to capture — and hold — our attention.

 

Will these new user interfaces, and the spectrum of new devices they could power (everything from VR kits to wearables), continue to grow in the future? And an even a bigger question — one that could significantly affect the revenues of today’s dominant device manufacturers and operating systems — is whether new devices are adding into or substituting for the existing use of the internet. 2018 has all the hallmarks of ten more years of progress with new interfaces and digital services designed to keep consumers engaged and entertained.

 

We have seen how mobile usage has contributed significantly to how consumers currently use the internet. However, some of Verto Analytics’ latest data indicates that dedicated voice devices, such as the Echo, have actually overtaken usage from other devices; for example, people play music by using spoken commands, instead of using their mobile device as the interface for accessing music content. Will substitutive or complementary use dominatein the future, as we see new device platforms emerging?

 

Beyond the mobile-centric revolution and emergence of new forms of entertainment with mobile games, the market is obsessed with the evolution of user interfaces. While the iPhone introduced the touchscreen as the standard user interface to the masses, we are now seeing Siri and dedicated devices like the Amazon Echo coming to reach market popularity. And in the coming years, we anticipate these changes in content, interfaces, and consumer behavior to change at an increasingly rapid rate. Developing a greater understanding of consumer journeys will, in turn, equip brands (and the agencies that serve them) with the insights they need to build the products and experiences that meet consumers’ precise needs and give them an advantage in cultivating long-term loyalty and engagement. After all, knowing how to meet consumers’ precise needs based on their everyday behavior will help brands and publishers know how to build and market products that delight their customers.

 

As a result, we hope the data and analysis in this report serve as a useful yardstick for any company attempting to navigate and succeed within this volatile landscape, and provide strategic guidance for 2018 and beyond.

 

 

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