The connected consumer experience: What does it mean for CMOs?

With an increase in digital content and the ways in which connected consumers absorb it, marketers must continually evolve how they package and distribute material to make it meaningful and attractive. It is no easy task. While this dynamic poses challenges, it also offers lucrative opportunities for businesses willing to keep a close watch on the technologically evolving consumer.

For a deeper look into the device usage habits driving mobile solutions in today’s fast-changing marketplace, Deloitte commissioned two extensive surveys—Global Mobile Consumer Survey and the Digital Democracy Survey.

Over the next few months, we’ll provide snapshots of the most intriguing survey results driving consumer purchasing habits across the globe. To begin, we wanted to share our findings on device obsession, a topic with significant implications for most marketing campaigns since a constant marketing goal is getting the right content in the right format at the right time to the right audience.

The device and the consumer—a love story

If you have ever experienced anxiety after leaving your phone in your car or at home, you are not alone. Device obsession is on the rise and it is spreading across generations. Mobile device mania may be due, in part, to the continued increase in device ownership. For example, smartphone ownership jumped 12 percent over last year, and tablet ownership increased by 13 percent. With approximately 185 million smartphone users in the US, collectively we look at our smartphones over 8 billion times per day!

Who can blame consumers for being obsessed when there is around-the-clock access to a constant stream of information? Eighty-eight percent of our Global Mobile Consumer Survey respondents reported looking at their phones within an hour of waking up and 82 percent reported checking their phones in the hour before going to sleep. Perhaps this is why we see high email traffic in the early morning and late evening.

In the morning, survey respondents reported that checking text messages was higher on their agenda than checking emails, which experienced the largest year-over-year decline. Thirty-one percent of consumers will pick up their mobile device to check their text messages, compared to the 24 percent who will check their emails first.

Consumers have a close eye on their device during virtually every activity from watching television to spending time with friends and family. Take note retail marketers: Using a phone ‘while out shopping’ was the #1 leisure activity amongst survey respondents.

In the ever expanding penetration of ‘wearable’ devices, such as smartwatches and fitness bands, we found nearly 10 percent of consumers now own a smartphone, a tablet, and some form of wearable device.

What does all of this mean for marketers? With this love affair between consumers and their mobile devices, marketers should focus on exploiting the association between the consumer and their mobile device. Marketers should look for key touchpoints to engage with consumers while using mobile devices. This can enhance brand awareness, relevance, and familiarity and inspire a 2-way conversation between consumers and companies.

For more information, read through more survey findings on our Global Mobile Consumer Survey and look for our upcoming posts on demographics and the generational divide.


Craig Wigginton, Mike Curran, Ays Aytolu, Anisha Sharma, and Catherine Nasr. Global Mobile Consumer Survey, US Edition: Rise of the always-connected consumer. Deloitte, 2015.

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