“The smartphone is the most successful consumer device ever.”

So says Deloitte.  Whilst a part of me wonders where this leaves the toaster (surely the best consumer device since sliced bread) the immediate evidence of a billion upgrades in a single year is convincing.


We are obsessed with them of course.  At a recent Mobile get together I saw Maslow’s hierarchy of needs chart re-imagined.  It ran as usual : (from top to bottom) Self-actualisation; esteem; love/belonging; safety; physiological.  Then added: WiFi and Phone battery.


The age group that’s seen the biggest increase in Smartphone adoption in the last year are the 55plus at 50% – which means there’s still even more potential.  It’s unbearable to think about really (life has changed so much in this respect in the last decade) but nearly a third of us check our phones between 26 and 100 times a day, and 83% of us within an hour of waking.


This is only set to continue as more personalisation makes the device even more useful.  For instance many people have been praising the pedometer aspect of the new iphone to me recently.  No Fitbit necessary.


My response is yes but can you drop it in the bath (as I can with my Sony Xperia) ?


In terms of marketing mobile obviously gives us fast data about what users are up to.  If we begin to work in a more agile way then we can course correct a media plan as never before.


We will see consumer expectations for useful and highly specifically personalised content rise and rise fast.  A balance will need to be struck between offering something useful specific to an individual and overdoing it so that the individual feels like they’re being stalked.


This will vary enormously by category, and then by brand.  Take my internet shopping for example.  I’d like to jump to the next stage fast now.  I’d like recommendations based exactly on my taste (they’re not bad at this but its been a long time since I’ve needed anything from Pampers!), and I’d like my cupboards, bins and fridge to be smart enough to get the order right for me.  On the other hand I’d like my bank to stop behaving like my dad and reacting in a “How much???!!!! Are you SURE??” type way whenever I try and buy a big ticket item.


The race to get this right will deliver competitive advantage for those who can.






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