Mobile Consumer Insights

Implications - Payment-splitting apps can now be observed across categories—with everything from restaurant visits to paying household bills being made easier with the use of these platforms. These items serve as examples for how brands can adapt to consumers’ daily rituals while prioritizing convenience.

Implications - In an effort to fight the continued global opioid crisis, tech is increasingly being used to promote recovery and safety for victims. From the use of virtual reality to app-based sober coaches, these speak to the over-arching patient need for tools that leverage technology as the catalyst for recovery from a number of forms of addiction.

Implications - Convenience-focused apps that place vegan-specific filters on local eateries are on the rise, as this dietary lifestyle becomes more common among North American consumers. These services allow for this consumer segment to better customize their rituals in a way that saves them time and aligns with their digital habits.

Implications - While many brands reward consumers for purchases made, a number of brands are creating rewards systems that motivate consumers to lead active lifestyles to earn prizes. Such programs affiliate these brands with the consumer’s journey towards developing a healthy lifestyle. These rewards highlight how brands are being proactive in supporting the self-betterment of consumers to build long-term brand equity.

Implications - Matchmaking apps and assistants are perpetuating areas beyond just romance and dating to offer guidance in various consumer categories. Offering assistance in areas like food consumption, travel and even entertainment, these branded matchmaking apps not only offer elements of gamification and play, but they also offer elements of expertise and automation in categories that typically don't offer as much customization.

Implications - Seeking to add more engaging moments to the retail experience, brands are adopting interactive gaming elements as means to prompt excitement. Creating intrigue even prior to being on-site, these branded games and online adventures go beyond simply offering loyalty points or promotions, rather, they help create playful moments, interactions and instill brand presence among consumers who might not necessarily be as engaged. These examples not only speak to the rise of branded engagements, but the importance to convey brand voice and presence at various points in the consumer purchasing journey.

Implications - There has always been a very distinct divide between physical and online casinos due to the lack of atmosphere only available in the brick and mortar setting. With the utilization of VR, brands now have the ability to bridge that gap by creating immersive experiences targeting specific audiences. This shift highlights that by using VR, it's possible to create curated experiences that appeal to different types of consumers.

Implications - As the digital transformation permeates throughout society, traditionally manual processes like age verification is seeing a digital revolution. Digital age verification powered by technologies such as blockchain and facial recognition allows brands to give consumers greater access to age-restricted items. This shift sets the stage for elevated customer experiences as it allows those selling age-restricted products to enter the direct-to-consumer market.

Trend – Looking beyond brand influence, consumers are seeking out input and advice from peer-to-peer networks for more approachable levels of engagement. Popping up not only in fashion but in food and automobile industries too, P2P networks help create online communities that allow people of various backgrounds and interests to connect and collaborate with others in real-time.

Insight – P2P examples not only speak to the growing power of the consumer, but the increased consumer desire to connect with others in a more authentic way. With consumer trust in brands lessening, having platforms that facilitate conversation and advice among peers offers more certainty for the increasingly skeptical consumer.

Implications - In an age where data privacy is increasingly top-of-mind, some brands are opting to promote or enhance privacy--whether that's through function or artistic statements. This shift comes as consumers' concern for who sees their data, and what purposes they use it for, continues to grow.