Mobile Consumer Insights

Trend - Millennials are being catered to by new apps aimed at automating and gamifying unappealing but necessary tasks, like finance management or housekeeping. The game-like interface of these apps is critical to their success and resonance with this audience.

Insight - Thanks to their often precarious financial situations, many Millennials today have had to delay adulthood milestones and report feeling overwhelmed by important tasks like money management. This has led this group to be open-minded about the support they receive when it comes to being educated and held accountable when it comes to the management of their daily lives.

Trend - Companies are increasingly creating content for sports fans that integrate data and analytics into a multimedia experience, including data-powered broadcasts and sports apps. Data and analytics provide fans with tangible information and facts that can enhance the viewing experience.

Insight - Many modern sports fans look to be more than spectators through actively learning more about what they are watching. This information allows them to be further immersed in the experience, as they will have the ability to see a sport from a more informed perspective.

Trend - Private companies and governments are increasingly creating contact tracing solutions due to COVID-19, that respect people's privacy. These solutions consist of wearables, and apps, and can inform users if they have come in contact with a positive case. Often these solutions rely on Bluetooth to monitor proximity.

Insight - Both individuals and organizations want to limit the spread of COVID-19, and be informed if they have come in contact with a positive case. These same individuals also have concerns about what data will be used in contact tracing efforts. This is why many people are partial to solutions that can ensure privacy protections are in place, and that the data collected will be used responsibly.

Trend - Physical distancing is emphasized as essential during the COVID-19 outbreak and many brands are launching helpful and accessible tools that will motivate consumers to be more mindful in their interactions. Deployed in the form of mobile applications, these new apps and features track user location and send out rewards to those who remain at home.

Insight - As cabin fever sets in, consumers are finding it increasingly difficult to stay at home during the COVID-19 outbreak. Torn between a desire to go outside and knowledge of the safety concerns associated with doing so, many are looking to ease the tension while being socially responsible. This is often tied to a need to soothe feelings of restlessness, while daily routines are being accommodated to meet the demand of the current climate.

Trend - The majority of art fairs and exhibitions have been canceled due to the outbreak of COVID-19 and many are adapting to the dramatic changes via technology. Augmented reality, in particular, is embraced by artists and designers as a means to exhibit new works and stabilize the art market.

Insight - The government-imposed restrictions due to COVID-19 on people's daily routines have brought on increased levels of restlessness. As a result, many are drawn to digital environments that replicate physical events. By appealing to a sense of escapism, individuals feel comforted and less confined as they engage in pursuits of self-expression or activities that are generally familiar to them.

Trend - Since the COVID-19 pandemic has placed restrictions on launch parties, pop-ups, and other events, brands and designers are swiftly adapting by introducing their new products and collections online. Designed to capture attention, these digital initiatives vary in format, with some incorporating a more interactive approach.

Insight - Although COVID-19 restrictions present as obstacles for the experience economy, many Millenial consumers are still looking for ways to safely engage in various events from the comfort of their homes. This desire is partly motivated by fandom and partly by curiosity, enabling individuals to connect in the digital space and experience some sense of normalcy amid the many disruptions of daily life.

Trend - With smartphones now being necessities for most consumers, emerging brands in this space are aiming to reduce smartphone reliance or distractions by providing only the necessities in their cellphone products—in designs that appeal with clean minimalism.

Insight - Smartphones have become an essential part of consumers’ day, with both professional and social lives now depending on online-based interactions. For some individuals, this reliance can be overwhelming and anxiety-inducing when they’re having to constantly “connect”. Thus, the concept of “digital detoxing” has risen, where people take time away from technology in order to decompress—and turn to brands that help them in this process.

Trend - Many companies are introducing technology to the agricultural sector, most commonly in the form of equipment and mobile applications. Recently, a focus has been placed on apps that streamline the sale, adoption, and breeding of livestock.

Insight - Individuals in the agricultural sector look for accessible tools that will allow them to streamline processes to meet needs for higher degrees of precision and convenience. Since people who work in this industry are also pressured to keep up with modern innovation and changing consumer habits to stay efficient, they opt-in for solutions that involve technology and social media.

Trend - Products and services related to sexual intimacy were once branded in ways that were kitschy and not representative of most people's desires. Now, open conversations about exploring ones' own sexuality have resulted in a transition from the intimacy space being more sophisticated in function and design, and more desire-based–a transition that is funneled through the wellness industry.

Insight - Today's young consumer is much more open about their sexuality and intimacy-related preferences than the generations that preceded them, in part due to the progressive values they're learning from a younger age and the freedom of self-expression that platforms like social media allow. These open dialogues have resulted in a greater push for wellness-related products and services that are more diverse, and more representative of what consumers actually want from their various health-related experiences.

Trend - Brands are harnessing the power of augmented reality to create a unique and dynamic experience for consumers—one that can often be shared on social media with the push of a button. Either used as a marketing strategy or directly applied to the piece of clothing, this feature brings fashion and technology closer together.

Insight - Consumers are paying attention to how technology like augmented reality is being developed and infused into everyday products that are accessible to them. Exciting for many, these innovations are especially embraced by the Millenial and Gen Z crowds, who place emphasis on enriching their personal brand through shearable experiences that make room for an effortless transition from physical to digital environments.