Mobile Consumer Insights

Trend - As a whole, Gen X is being very intentional about building generational wealth. This demographic is using family-centric investment and banking services to not just build wealth, but to establish financial literacy among family members.

Insight - After having lived through economic crises and seeing how they impacted Millennials' economic opportunities, Gen X is increasingly seeing the value in accessible financial literacy for younger generations. Whether it's established in education systems or at-home, the push for financially literacy comes from seeing economic instability and the resounding impact it can have--particularly for those who are just entering the workforce.

Trend - As large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.

Insight - Authenticity in communication is becoming more important to Gen Z and younger Millennials, who often have public social profiles, and then private ones they share with more trusted circles. Recognizing that the public, "aspirational" personas adopted on social media aren't always fulfilling, consumers are trying to balance those personas by sharing authentic moments on other platforms, with close friends and family who will do the same.

Trend - Freelancing requires a lot of organization, including being able to keep track of projects, payments, and contacts. In order to streamline freelancing work, some brands offering platforms to that help users' organize their work. This now includes banking and financing services.

Insight - With remote work and freelancing booming, consumers who work within the gig economy require consistent organization and project management in order to ensure that their income remains consistent. These individuals turn to platforms that help them streamline their work in order to get the most out of it.

Trend - As Gen Z seeks financial independence, fintech companies are creating new banking-alternative solutions to meet the young generation's tech-based needs. The neobanking platforms are app-based and allow users greater access to their financial services with fewer limitations.

Insight - Traditional banking services no longer resonate as strongly for the younger generations as they once did with Millennials, Gen X, and Baby Boomers. Known as the tech natives, Gen Z consumers have grown up with instant access to information and seek the same level of convenience to manage their finances. Therefore, neobanks are creating intuitive apps for instantaneous banking experiences in response to Gen Z habits.

Trend - With criticisms around excessive social media use and the data-selling that goes along with it, some brands are releasing social media platforms with limited functions and privacy features that help protect users' data, while still enabling sharing between family and friends.

Insight - Despite the ubiquity of social media platforms, there are more consumers who want to "unplug," even temporarily, from the constant messaging and advertising that exists online. Although modern digital habits are here to stay, some consumers still want a better balance between engaging online and disconnecting. Additional concerns related to privacy and the sharing of personal data from larger platforms has resulted in some consumers turning away from these platforms for less intrusive alternatives.

Trend - As we enter a post-pandemic world and travel restrictions lift, app-based travel and activity guides are becoming the norm. These digital guide activations help travelers explore the world while limiting their contact with tour groups to remain mindful of the ongoing global health concerns.

Insight - Consumers are eager to travel now that the global vaccination rate against COVID-19 has increased, and restrictions lifted. However, travelers are maintaining some pandemic-induced habits, such as finding convenient and online alternatives to certain activities. The travel and hospitality industry is leveraging app technology to accommodate new consumer habits and continue offering guided services.

Trend - Augmented reality functions in product packaging typically educate consumers on the product or business, but brands are now becoming more creative with packaging that incorporates AR-based games for customers to enjoy.

Insight - Due to the ubiquity of smartphones and social media, consumers have become accustomed to--and sometimes wary of--constant digital brand interactions. Brands that are able to merge interactive digital and physical experiences are becoming popular as more consumers expect that brands get creative with how they engage their customers.

Trend - As consumers are inundated with negative news, content and engagement online, some are seeing a greater need to prioritize digital detoxing. While the tools for digital detoxing remain the same, the need for it continues to grow as people's mental health suffers.

Insight - Consumers' screentime has gone up, and social media platforms are known for spreading negative information due to the higher engagement it receives. This combination has had an impact on people's mental health, and more consumers are now looking for ways to break their digital habits in order to improve their mood and stress levels.

Trend - Motherhood comes with its set of challenges, and there are now digital platforms that help new mothers navigate their new roles, and receive support from their peers. These virtual communities help prevent some of the stressors that come with being a new parent.

Insight - The various milestones that people reach in life also bring on new challenges, and consumers often seek out the support of their peers when they're dealing with these transitions and uncertainties. Brands that are able to bring people together and offer additional resources in consumers' process of finding support will continue to have value for the average consumer.

Trend - Whether in-person or done at home, meditation is being enhanced by brands that are using mixed reality to create multisensory--yet still soothing--experiences for customers. These modern forms of meditation are achieved through apps, VR and even online gaming.

Insight - The popularity of the wellness industry in North America comes from the blending of long-practiced traditions and rituals, combined with contemporary technologies and innovations. Consumers are turning to wellness practices that are often influenced by Eastern traditions, and appreciate brands that are able to fit those practices into their lifestyles.