Key findings

Our four month study is a treasure trove of insights and data. We’ve picked out a few highlights to give you a glimpse of what we learned.

• Unlike their other devices, consumers have a strong sense that their smartphone is ‘alive’ and an extension of their own body and personality. There is very real affection between some users and their phone.
• Despite the phone being an essential everyday tool, there’s still a sense of excitement and expectation about how services will develop – and how these will change the user’s life still further.
• For many, their phone and tablet offer a sense of freedom and renewed control over their life.
• Consumers describe feeling closer to, and more personally involved with brands who create valued mobile apps and services.
• Unused and unloved apps don’t routinely get deleted, but persist as a reminder of a failed promise by the brand that created them.
• Consumers are already showing sophisticated shopping behaviours that weave usage of phones, tablets and desktop PCs into the purchase decision process. This includes the merging of the physical and digital worlds in the shopping journey.
• There’s a security paradox: consumers have a heightened sense of security and privacy risks, but avoid using services which have complicated or difficult security processes.

If you would like to hear more insights from Going Mobile, and drill down into findings which are specifically relevant to your sector, then get in touch.