In this section we discuss Mobile computing.

Mobile devices include smartphones, tablets and laptop computers. Collectively, they are the hardware that has freed the worker and consumer from constraints of work and home networks. It is now somewhat clichéd to say that Mobile has ‘cut the cord’ on how business and social affairs can, and are, being conducted. New generations never knew there was a cord.

Importantly, Mobile is the only reality that Millennials (aged 18 – 34 years in 2015) and their younger Gen Z siblings (now entering university and the workforce) know. They view mobility as a standard utility in the same way that water and electricity are essentials, although they expect it everywhere and at all times. From the US, we hear of anecdotes that if venues aren’t wi-fi-enabled Millennials will leave at half time.

Mobile Dominance

In 2015, Mobile overtook PC as the most used internet device in the US. In 2015, for the first time in history, the mobile (in particular, smart phones) overtook PC’s as the most used internet device in the US.

Mobile use is even more prevalent in emerging countries as phones are more accessible than PC’s.

Mobile is the ‘go to’ device for social media activity. Nielsen research, released in late 2016, found that in America 165 million people access social media on their smart phone, in comparison to 73 million doing so on their personal computer.

Mobile doesn’t just compete with TV to be the first screen it now is the first screen; consumers are spending upwards of 3 hours on their mobile which is more than any other device. Research suggests that it is becoming increasingly commonplace for people to be more engaged on their mobile screen(s) with the TV on in the background.

Mobile is a Behaviour

Mobile has evolved beyond technology now to the point that it’s actually a behavior. It’s a behavior that all organisations need to program for first, whether it’s in the product lifestyle, the way that consumers can provide their feedback about the product or service and even for two- way communication. Any product or experience starts its life in the fans pocket so businesses need to program for this.

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