Mobile Consumer Insights

Trend - Large technology brands are now making it easier for consumers to pay for their fares while taking public transit. These new features include smartphone wallet payments and mobile map payment tools.

Insight - Modern consumers living in bustling cities often face a fast-paced environment and are looking for effective ways to balance their work and personal life. Many consider their time precious, seeking ways to optimize their daily activities to save time. As a result, these individuals expect efficiency to be prioritized in how they engage with brands, platforms, and services.

Trend - Allergy apps are increasingly popular, and offer users easier ways to predict when their symptoms will flare up based on seasonal changes, and help people prepare for those symptoms in advance.

Insight - The way many North American consumers approach their health now isn't just about treating problems as they come up, but taking a more proactive approach that can potentially reduce the chances of illness, health issues or fitness problems. Thus, consumers seek out both information and brands that help them support their health in a proactive way.

Trend - Over the last few years, wellness apps have become increasingly popular and now, entrepreneurs are revolutionizing the category by offering more immersive experiences for meditation and breathwork. These services embody visually psychedelic effects that are research-backed to encourage individuals to explore their consciousness and relax.

Insight - Many consumers today are experiencing heightened stress levels, restlessness, and other mental health issues—whether that is due to an accelerated working environment, global civil unrest, the ongoing pandemic, among other things. In an attempt to be more conscious of their personal needs, individuals are taking charge of their health, while being more mindful of their limits and work-life balance. This is creating a demand for various accessible services that consumers can use in order to feel more relaxed and restored.

Trend - Tech developers are launching meal pick-up apps that curb food waste and offer more accessible price points. These mobile applications allow restaurants and cafes to post their excess menu items with a discount and time windows for pick-up during off-peak hours and before closing.

Insight - Contemporary consumers are increasingly sensitive to challenging issues that are having long-term negative effects on the planet and on society at large. Conscious about resource depletion and inaccessibility, as well as pollution, individuals are channeling their empathy by looking into ways to consume products and services more ethically. This, in turn, gives them some peace of mind about their purchases.

Trend - Brands are turning to content subscription services like OnlyFans to market their products during the stay-at-home era. While popular with creators and influencers, fashion brands, media publishers and others are just entering the game with exclusive behind-the-scenes footage and more.

Insight - Consumers are spending more time at home now more than ever due to the ongoing global pandemic and this is causing many to increase their online consumption. Turning to the Internet for anything from shopping and entertainment to socialization and work, many are becoming aware of the ubiquitous and accessible nature of digital platforms. Nostalgic for the exclusive experiences that they might have been privy to prior to the pandemic, consumers are looking to feel special by demanding limited content.

Trend - Dating apps are increasingly prioritizing safety features to protect users from potentially dangerous or uncomfortable situations. These include everything from in-app panic buttons to safety moderators.

Insight - Tech-fueled mediation between people has made socializing more convenient and accessible, but it's also opened people up to potential dangers that include everything from financial scams to personal safety issues. Consumers are increasingly aware of this and expect that brands are able to help them maintain their security and privacy in the process of facilitating person-to-person interactions.

Trend - Brands are launching co-parenting apps that alleviate the need for communication about children's schedules and activities. These apps feature shared parenting time calendars, expense and payment tracking, family data storage, and secure messaging.

Insight - Many consumers rely on technology to help mediation in various forms. These platforms help streamline relationships by covering administrative tasks, supporting a sense of routine and organization while minimizing disagreements. Whether focused on the "administrative" aspects of being in a relationship, or in actually strengthening bonds between partners, these apps cater to consumers who seek out technology to aid and enhance all aspects of their lives.

Trend - Brands are fostering positive interactions between gamers with virtual communities that include everything from mental health support to matchmaking. These services help connect people based on interest, as well as ensure their social wellbeing.

Insight - The vast and evolving gaming industry is still known for some of its more negative features, including things like misogyny, racism and loneliness within certain gaming experiences. Because of these issues, there has been a greater focus on inclusion and community in recent years, and creating more positive interactions between those in this community.

Trend - As cryptocurrencies boom around the globe, consumer interest has grown and platforms are emerging to help the average consumer engage in the expanding market. The apps favor a hands-off approach without missing out on vital opportunities in the market.

Insight - As cryptocurrencies continue to increase in value and gain coverage internationally, many novice crypto investors are interested in this emerging financial sector. While eager to explore the currency, many consumers view researching the subject as a time-consuming and daunting prospect. These individuals are opting for accessible and streamlined ways to feel confident investing in this digital currency to meet their specific financial goals, as well as stay ahead of the prevailing market condition.

Trend - Bartending apps and features allow for people to become more informed on how to craft cocktails, a DIY trend that's particularly popular as the ongoing pandemic keeps people in their homes and looking for hobbies.

Insight - The COVID-19 pandemic has had an impact on DIY hobbies, as people have used the excess time they have at home to learn and practice new skills in order to pass the time. Consumers are drawn to brands that cater to this newfound interest in skill-honing and DIY projects.