The Deloitte Consumer Review

Consumer connectivity and device convergence continue to challenge and disrupt the consumer market. This rate of disruption is set to accelerate with the emergence of new digital technologies and digital platforms. Companies and consumers are also collaborating to create digital ecosystems. Understanding how these trends are developing and will continue to develop remains a differentiator among consumer businesses.

Five key digital consumer trends

1. The Internet of Things (IoT) comes of age as the number of connected devices and sensors for use in the home and in the enterprise environment grows exponentially. Deloitte predicts that in 2015 one billion wireless IoT devices will be shipped, up 60 per cent from 2014. The connected home and the connected car are two areas of focus for the medium term. In the short term we predict the majority of the growth in the market will come from enterprise use.
2. We predict that the use of drones, robotics and artificial intelligence will increase during 2015, as consumer businesses adapt to a multichannel environment, where customers demand greater stock visibility, lower prices and higher levels of service. Smarter machines and applications will be a key enabler of this shift. Deloitte predicts that in 2015, the active base of non-military drones will exceed more than one million units for the first time.
3. Mobile technology has empowered consumers by giving them access to information in real-time and on-the-go allowing them to make better decisions. It has provided a new channel for both sales and communication with customers and consumers. It has enabled the creation of new business models. However, perhaps most significantly, it has provided a platform for the integration of the online and offline worlds. Two areas of focus for 2015 will be mobile payments and the increased usage of beacons. Deloitte predicts that by the end of 2015, five per cent of the 600-650 million Near Field Communication (NFC)-enabled phones will be used to make a contactless in-store payment at least once a month.
4. 3D printing will help democratise innovation by allowing rapid, low cost prototyping. It has the potential to transform manufacturing by allowing the production of lighter, stronger components. 3D printing will also have an impact on the supply chain by facilitating the postponement of manufacturing to allow for greater customisation of products and packaging. In 2015, Deloitte predicts that nearly 220,000 3D printers will be sold worldwide with a sales value of $1.6bn.
5. Click and collect has redefined convenience by giving consumers an alternative to home delivery for online purchases. However, as click and collect develops, particularly in the number and type of locations you can collect from, it will challenge the traditional model of retail and create opportunities for others to sell directly to consumers. Deloitte predicts that the number of click and collect locations in Europe will reach half a million in 2015, 20 per cent up on 2014.