How Mobile Usage Impacts Consumer Behavior

Leading brands are quickly shifting their focus towards a mobile-first business strategy to drive sales and increase awareness. The rise of the mobile consumer in 2014 is rewiring the mindset of how brands present products and services online. The following trends are creating new perspectives and demands among mobile device users.

Adoption of multiple devices continues to increase

The rapid development of mobile technologies continues to increase the ability of consumers to engage with brands and buy online. Brands must deliver a seemless mobile experience to capture mindshare of today’s mobile-first consumer. Paramount to this trend is including the option to purchase products or services via smartphone and tablet. The ‘always connected’ consumer typically uses more than one device and interacts with brands from a variety of screen sizes. As mobile devices continue to become more affordable, interesting, and feature-rich, consumers are enticed to spend more time on their mobile screens, increaseing the need for brands to deliver a consistent experience regardless of device-type.

Mobile is the primary or initial source of content.

As more users adopt a mobile-first methodology, phone or tablet screens are increasingly the “first” point of contact with a Brand. This trend of digital consumption has pushed brands like The Los Angeles Times and BuzzFeed to invest more resources and consideration into their mobile strategy. Consumers expect simple navigation and a consistent cross-device experience. They also expect substantial long-form content, in video or text format, suited for smartphone and tablet display.

Mobile usage is creating a “visual” consumer.

Communicating with a more visual vocabulary has become prevalent with mobile device users. The ever-present camera feature on most, if not all, mobile devices put images at the fore of social networks and now, thanks to Google, search. Because of image recognition technology, consumers can look up search results based on a photo. Brands have also begun using image recognition software to help consumers find products through certain apps like Slyce and Asap54 by taking and uploading an image of an item they are looking for and find its exact match or something similar to it.

Brands need to focus on how they can blend with the mobile lifestyle of today’s consumers. The challenge companies are faced with is providing valuable goods and services integrated with their consumer’s new mobile routine.