Consumer enthusiasm for smartphones will continue to intensify, triggered by virtually limitless potential use of apps. Mobile growth emphasizes location-based services and greater attention on privacy and security. With consumers increasingly relying on their smartphones for an astonishing range of activities, businesses will need to determine how to use mobility to capture growth and uncover new forms of competitive advantage, according to a new PwC report titled "The consumer-led mobile smartphone transformation." Based on an online survey and consumer focus group of approximately 3,300 U.S. smartphone users, the report reveals consumer smartphone behaviors and uncovers business challenges and growth drivers for smartphone activities over the next two years.
The study finds that tasks that consumers traditionally use their browser to perform -- such as purchasing merchandise, managing travel or personal finances and downloading or streaming videos -- are ripe for transition to smartphones, particularly companies that offer apps and functions that make those activities more secure and convenient. According to PwC, companies that leverage location-based services to boost advertising and marketing ROI and integrate mobile apps into the broader online, multi-screen mix to enhance the customer experience will lead the way in capturing greater mobile growth. Furthermore, companies must address consumers' concerns about privacy and security, especially for mobile commerce transactions.
Among key findings on how consumer behaviors for smartphone activity will evolve:
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