This view is based on the results of new research from GfK Business & Technology which will be presented at the CTIA Enterprise & Applications show in San Francisco. GfK's research into the new consumer mindset shows that expectations for the next generation of mobile applications will continue to drive users' purchases and dramatically influence how retailers respond to the needs of their customers.
These new consumers are known as the "Digital Drivers," those who have digital content and tools woven into the fabric of their lives. The Digital Drivers are not only consuming, creating and sharing digital content, but also using new technologies to streamline and simplify their daily activities.
"For the Digital Drivers, it's not just about what the technology can do, but what it can do for them," said David Krajicek, managing director of GfK Business & Technology. "Companies need to understand that their consumers increasingly expect a personal and customisable experience through both online and mobile platforms."
Amidst a landscape where overall handset sales are declining, sales of Smartphones have steadily increased as more consumers gravitate towards mobile applications. The survey of 1000 adults found that the value of the Smartphone and selection of mobile applications were greater priorities to consumers than reliable coverage and customer service.
"Our research shows that we are at a mobile application tipping point, where the applications are driving customer purchases of the technology more so than the Smartphones themselves," said Krajicek. "Smartphone users are increasingly willing to pay for applications, but those applications need to seamlessly integrate with their lives and streamline the tasks they're currently using other technologies to accomplish."
The new consumer mindset will influence both the in-store and mobile shopping experience and require brands to tailor their applications by understanding how customers will use the technology to shop. GfK's research has found that, for Smartphone users, finding the best value for their purchases along with greater convenience for completing transactions will shape how, where and when they shop.
"The entire shopping landscape and experience has undergone a sea of change for retailers and their customers," said Krajicek. "Brands have unprecedented access to their customers' behaviours, and they need to go beyond just meeting their customers' expectations to drive a deeper level of interaction and loyalty."
The GfK Association was established in 1934 as a non-profit organization for the promotion of market research. Its membership consists of approximately 600 companies and individuals. The purpose of the Association is to develop innovative research methods in close cooperation with academic institutions, to promote the training and further education of market researchers, to observe the structures and developments in society, the economy and politics that play a key role in private consumption, and to research their effects on consumers. Survey results are made available to the membership. The GfK Association is a shareholder in GfK SE.
Go to: http://www.gfk.com
