Consumers will use mobile recurrently in their purchases and brands will have to be able to respond to these needs.
The future consumption will be very different to present it. Studies do nothing but give clues about how they are changing consumer habits and how they continue to do so. Things today are recurrent and common; do not be in the near future or at least not be the same way. Brands have to anticipate change and have to adapt to them, especially when their identity traits belong to the world ‘last’ and therefore will have to be modified to meet the requirements of this.
One of the areas that more has to adapt to change is the retail sector. The emergence of the Internet and changes in consumer habits make things become increasingly complex and that these businesses have to think much what they do and how they do it. At present, Internet has changed the game. In the future, it will do even more.
The most apocalyptic forecasts indicate that the stores will become less important and may even be destined to disappear in the not so distant future. According to a report by IBM, in ten years will no longer stores and shops have become a sort of showrooms, where consumers can see the product and then try to make the purchase online! This change will be marked, say, the interests of consumers themselves: 50% of the purchases will be made in 2025 on the Internet.
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Not all forecasts are as negative as the survival of physical stores is concerned, although all have in common the note that changes will occur and, above all, that mobile will become the new engine of consumption and in which it will make what is done in the shops has nothing to do with what is done now. That is the point that highlights the latest report on the subject of The Economist Intelligence Unit (EIU), which states that consumers used more than ever the phones in their procurement processes and that they will forever change consumer habits.
The study warns that retailers have to adapt right away to the opportunities open mobile, as some are facing a moment of now or never. The use of mobile phones in procurement processes may not yet be full and absolute in all consumer groups, but analysts warn that it will in the near future. As today’s youth become the dominant consumer groups and as tomorrow will be adding consumers who come after them, the mobile will become even more decisive in the ‘mainstream’ element in the process shopping. Consumers will use mobile recurrently in their purchases and brands will have to be able to respond to these needs.
How mobile is used?
The figures already show that the mobile, beyond what happens to the millennials, is used as much in shops. In general, 60% of consumers used these devices to make comparisons in the store. In general, consumers also use these terminals to shopping, either in the place to be. 69% of those surveyed said they buy or take actions related to purchases from both mobile and their computer. When you put the focus on the millennials, the figures are higher, in this case up to 81%.
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Consumers also have high expectations for what marketers can do with their mobile devices. 76% of consumers find attractive the idea that in stores employ mobile to send messages shopping and 51% expected in the future receive product samples.
“The mobile shopping continues to grow,” explains Carolyn Whelan, responsible for the study, “but the demand for more sophisticated services increases, especially among millennials”. And it is that consumers are becoming less forgiving of mistakes and bad mobile experience. 63% complain of screens and 39% of the problems of navigation.
Brands have therefore to improve the experience and must be able to respond better to the needs of consumers in the mobile environment. At the end of the day those favored by the mobile changes already changing consumption and are items that consumers now being tested will be the realities of everyday purchases in a few years.
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