Mobile Consumer Insights

Trend - New applications are being released that automatically categorize and sort SMS messages. These tools determine whether an SMS is work or personal related, spam, or fits into a created subcategory. This is designed to make responding to messages more efficient for individuals.

Insight - Between email, phone calls, text messages, and various other messaging applications, individuals are tasked with keeping track of several aspects of their lives, including professional and private communications, through different forms of text-based messaging. While many of these applications have tools designed to enhance convenience and organization, SMS apps built into phones are often barebones. Brands are looking to improve these applications with smart and AI-based organizing tools.

Trend - While personal finance management apps have existed for over a decade, the introduction of artificial intelligence (AI) and data collection algorithms have made recent apps far more effective than before. These modern budgeting apps are used to prevent unnecessary spending while saving toward goals.

Insight - The extensive convenience of modern e-commerce platforms, such as Aliexpress, Temu, or Amazon, has led to consumers from Gen Z to older Millennials constantly facing targeted product advertising. This has led to an impulse spending problem in many consumers who purchase frequent low-cost products, unaware of how quickly these purchases add up. More tech-savvy Gen Z and Millennial consumers, in an effort to curb this aspect of e-commerce culture, are turning to budgeting apps powered by AI.

Trend - Smartphone manufacturers are creating devices with e-ink displays. These displays are power-efficient, emit no blue light, and have slower refresh rates. The phones are designed for longer battery lives and distraction-free usage, as e-ink displays are not suited for gaming or media consumption.

Insight - Modern consumers are faced with near-constant distraction from technology, whether it be a television, smartphone, watch, or many other device types. However, not every individual is fond of this lifestyle, with many opting for a return to form where devices were used only when necessary. These consumers gravitate toward minimalist, feature-stripped devices. Brands are addressing the needs of these consumers by releasing products with e-ink displays and simple user interfaces.

Trend - Flip phones are flipping the script in today's smartphone-ruled world, finding a surprising comeback with Gen Z. These minimalist devices are surging again, fueled by the need for digital detox and a craving for simplicity. The flip phone revival is a part of the broader dumb phone movement, which encourages a more mindful approach to technology.

Insight - Gen Z craves a digital life balance through mindful tech use. The "digital detox" trend reflects a growing desire to disconnect from the constant ping of notifications and app-centric world. This shift stems from an awareness of excessive screen time's downsides and a search for tech that fosters a more present, balanced life.

Trend - Phonecore, the latest style trend, is taking social media by storm with nearly 130 million TikTok posts. This trend features over-the-top accessories inspired by smartphones such as HMD's Phonecore range, as well as smartphones adapting to become accessories themselves, like Hailey Bieber's lip gloss-holding phone case, blending tech and fashion in innovative ways.

Insight - The rise of the "smartphone as an aesthetic" reflects a growing consumer desire for fashion that integrates cutting-edge technology in visually impactful ways. In an era where personal devices are central to daily life, accessories inspired by smartphones, as well as smartphones functioning as accessories, resonate deeply with tech-savvy, fashion-forward individuals. This trend taps into the intersection of nostalgia and futurism, appealing to those who appreciate both retro design elements and modern innovation.

Trend - Incremental games are titles that progress over time without user input. This progress can be accelerated by actively playing the game. The passive progression model leads to consistent progression for the players, which is often satisfying and addicting, regardless of the players' busy schedules.

Insight - One of the fastest-growing markets in gaming is mobile gaming. With nearly every consumer having a gaming-capable smartphone in their pocket, the potential user base for these games is incredibly expansive. However, not all consumers have the time to actively engage with games. For these busier consumers who desire the satisfaction and relaxation of gaming with minimal free time, brands are releasing incremental progression games that automatically play themselves, even when the app is closed.

Trend - Tech companies are revolutionizing affiliate marketing by launching new shopping apps that break down traditional barriers. Platforms like Locker are leading the charge by ditching the follower-count and aesthetic requirements that often exclude potential affiliates. This inclusive approach opens the affiliate ecosystem to a wider range of consumers, empowering everyone to become a brand advocate and earn from their genuine endorsements.

Insight - Today's consumers are savvier than ever. Traditional influencer endorsements, once a marketing mainstay, are losing their luster. Empowering everyday brand advocates fosters trust, engagement, and loyalty. As social commerce continues to evolve, the brands that embrace this democratization can potentially see more engaged consumers and higher long-term value from a more authentic, community-driven approach to marketing.

Trend - Companies are opening new social media services with the intention of fostering more intimate connections between users. In a rebellion against social medias built around endless feeds, these platforms connect users with similar interests and have convenient public and private group chat systems.

Insight - While nearly everyone today engages with some form of social media platform, most agree that the social aspect of the platforms has become secondary to monetization and algorithmically-fed content streams. Many of these users find popular social media platforms isolating, and cite difficulties trying to foster real connections. In recognition of these complaints, smaller social media services are focusing on fostering direct connections between users and communities.

Trend - Hardware manufacturers are creating new gaming consoles designed to be used with wireless Augmented Reality (AR) headsets. These unique handheld devices use head-mounted displays rather than traditional screens, but function like traditional game consoles instead of VR headsets.

Insight - The rapid advancement of metaverse-adjacent technologies, such as VR headsets, has made these devices far more sophisticated and cost-effective. This has led to an increased interest in these technologies from tech-enthusiast consumers looking to try new technologies as early as possible. As a result of these factors, brands in adjacent industries, such as gaming, are repurposing these new technologies to diversify product offerings in their spaces.

Trend - New artificial intelligence (AI)-powered apps that track food intake and offer constructive feedback are launching. These tools simplify calorie tracking by using AI to determine the amount of calories in each meal. The simplicity of these tools is intended to reduce friction in fitness journies.

Insight - Fitness-conscious consumers often adhere to either strict or partially restricted diets. These consumers are aware of their activity levels and strive to balance their diets around their lifestyles. However, the complexity of modern dishes introduces friction in tracking nutrient intake. Brands are recognizing the challenges surrounding accurate diet tracking, and are responding with AI-powered tools that use complex datasets to reduce user effort required to monitor their consumption habits.