The third of the macro trends
Like the other macro trends, this is a macro trend that has numerous micro trends within it. A key factor of this changing consumer landscape is the growth in mobile technology which has seen huge strides being met with the introduction of the Iphone and other "Smart" phones.
These smart phones have allowed not only the user to use web browser technologies to purchase goods and services on the move, the growth in mobile applications has seen all types of organisations build apps in order to partake in the mobile marketplace, somewhat like the growth of company web sites when the internet was commercially launched.
The growing asian market, a market which is estimated to have 39% of the smart phone market by 2015 will continue to influence the number of "Apps" being developed and the growth in market worth of the smart phone purchase sector. The growth in smart phones is supported by Gartners predictions as already posted, especially the last 2 trends:
By 2014, more than three billion of the world’s adult population will be able to transact electronically via mobile and Internet technology.
By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.
The introduction and growth of apps for undertaking every day functions is going to mean less reliance on the home PC. This will be further impacted by the growth in multi media entertainment systems. This will have an impact on the way systems are designed and supported and the way in which individuals and organisations work. As Kavounis, of the Futures Company states "Our phones will take us away from our screens and get us out there".
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