Our lives have become, in many ways, a 'mobile experience'.
Whether for social media, banking, business tasks, buying and selling products, or for identification purposes, mobile devices are an essential part of everyday life. Just think, when was the last time you went to bed without your smartphone or tablet within easy reach?
This mobile experience is now part of everyday life for more people than ever before, as smartphone penetration has become more prevalent. In fact, by the end of 2020, the number of smartphone users worldwide is expected to hit 2.87 billion1, meaning user penetration as a percentage of total global population will reach 37%2. In some ways, this is unsurprising, as the barrier to entry has become lower as smartphones have become more affordable.
By 2019, it's predicted the global average smartphone sale price will be as little as $215.3 This will be seen as good news by many, since connectivity is now often considered to be a bona fide human right.4 However, will smartphone innovation continue to develop in line with the surging demand and increased number of use cases? It appears innovation has recently begun to plateau compared to the progress made over the past decade. In fact, we might even be witnessing the beginning of the end of the first phase of connectivity.
What comes next will be the key to how we shape the future of the mobile customer experience management (CEM).
To provide insights into what the customer of tomorrow wants and expects, we commissioned a global study, surveying people from three different age groups (15-30, 31-49 and 50+) from six countries (USA, UK, Germany, France, China and Brazil). The results are fascinating, and in places surprising, showing how mobile services will need to evolve and continue to innovate in order to meet customer expectations.
Throughout this survey, we'll explore these results, show you the key findings and explain what they could mean for service providers, manufacturers, banks and other industries. In particular, this report will cover the following overarching themes: future expectations about technological evolution, trust, the future role of devices in our lives, omnichannel experience and customer journeys.
(1) eMarketer / Statista – June 2016
(2) eMarketer / United Nations / Statista – Nov. 2016
(3) HKExnews / Haitong / Frost & Sullivan / Statista – June 2015