Accenture recently oversaw a Mobile Web Watch survey to determine the marketing implications of a new generation of constantly connected mobile Internet users that primarily access the Internet through mobile devices. Users are now more focused on having a strong Internet connection from their service provider, which will affect consumers’ purchasing power and the type of mobile consumer your company targets. From findings of the study, four key trends stand out among digital consumer’s behavior that players in industries such as telecommunications, media and technology along with those in other industries like retail, utilities or automotive need to pay attention to:
- Smartphones are emerging as the most popular mobile device to use Internet among mobile Internet users in the past year.
- Emailing, social media and instant messaging is growing rapidly among mobile Internet users.
- The consumer is now more willing to both pay for premium mobile services and use their mobile device to pay bills.
- Network quality and coverage is significant in how the consumer experiences and utilizes the Internet on their mobile device.
The Accenture Mobile Watch survey, 2012, highlights the need for companies considering taking their marketing message mobile, to focus on development as the mobile Internet market emerges. Remember, the hyper-connected consumer’s preferences and needs are already transforming operating models and IT infrastructure. Such organizations are making use of mobile and cloud-based technologies to keep pace with the demand for new and improved capabilities, as consumers increasingly use smartphones and tablets for online commercial transactions.