By Ryan Garner (GfK) and Alex Kozlof (IAB UK)

The irrepressible tide of smart, connected, mobile devices is changing the way we shop at every stage of the purchase process. This poses new opportunities and challenges for product marketers and retailers in both the online and offline world.

The ‘always on’ nature of smartphones – not just in your pocket but also connected to the internet – makes them the perfect companion for shoppers throughout the entire purchase journey, both online and offline.  Recent research by the IAB and GfK shows that while PCs (laptops and/or desktop computers) are still the most used devices throughout the online purchase process, smartphones are an increasingly important complement to existing methods of shopping. The number of shoppers using smartphones will inevitably increase, but this usage will in many cases be in conjunction with the PC or an aid to the consumer while in store. Indeed, the research showed that the most common behaviour was for the smartphone and PC to be used together in the purchase process rather than independently.

The first 2012 edition of our magazine, TechTalk, is now out, exploring current trends, issues and market developments affecting technology organisations today. In this edition we take a closer look at the customer purchase journey for technology products, with a particular focus on retail (read it here).

Retail, both online and offline, represents the part of the customer journey where value is ultimately generated and money changes hands. Given the current tough trading environment technology brands are facing across markets worldwide, it is hardly surprising that there is so much interest in how retail is evolving. Retailers are feeling the effects of disruption as technology itself changes the way consumers shop for technology products. It is this which sets the topic for the lead article where we explore the nature of these changes and set out a vision for traditional ‘bricks and mortar’ stores through an omnichannel approach.

At a time when innovation in devices, mobility and connectivity continue to drive the way we use everyday services, socialise and communicate, what trends can we expect to emerge in the forthcoming months? Using GfK data to explore how technology is likely to evolve throughout this year, we’ve identified five consumer-led trends to look out for…

1 – Reaching the Cloud

This is the year that cloud-based solutions will creep into the mainstream. Offering internet-based computing where shared information, software, and resources are accessible on demand, this trend is largely driven by the ever-increasing use of smartphones, connected devices and other advanced mobile applications. As such, it is an essential development to complement the ecosystem as it facilitates consistent service usage and storage across any device.

The evolution of messaging

Since the advent of SMS messaging two decades ago, this method of communication has become a solid revenue stream for operators with over 350m SMS messages sent every day in the UK alone[1]. More recently, the rapid adoption of smartphones and the increasing demand for mobile data – which soared fortyfold in the three years leading up to 2010[1] – means a new platform has been created for ‘always-on’ instant messaging. Mobile operators are already experiencing and acknowledging a change in consumer needs with the development of high-speed, 4G networks that will enable and facilitate VoIP[2]. They will also need to brace themselves for a shift in demand towards the enhanced experience provided by mobile instant messaging services.

In the latest edition of The GfK TechTalk magazine, Richard Preedy looks at the issue of switching between smartphones (differentiated by their OS e.g. Android) and why it’s becoming increasingly difficult for consumers. When benchmarked against everyday services and utilities, consumers worry more about having to switch the type of smartphone they own than their insurance, home telephone or pay TV providers.

In this video blog, Richard Preedy explains why simpler, integrated user experiences are playing a huge role in driving this aversion to switching. These user experiences are no longer just device-specific, but relate to the wider ecosystem of digital content and devices.

You can read the full article by visiting the latest GfK TechTalk online magazine here.

Mobile technology used in everyday life has become the equal of, and in some cases has surpassed, the mobile technology businesses are giving employees for work purposes. This has brought unprecedented challenges for businesses as employees increasingly access work email and data from personal devices, and take the lead on demanding which technology they are provided with by their employer. The approach businesses take to resolving this issue will significantly influence their IT policies over the coming years.

With consumer smartphone usage growing rapidly, and an equally rapid growth in the number of businesses providing smartphones to their employees, there are many ‘employed consumers’ who now use two smartphones in daily life. Similarity in the form and function of these devices has lead to questions regarding the necessity of carrying both, and as a result there is increasing pressure on company IT departments to either allow employees to use their personal devices for work purposes or provide consumer friendly devices.

The youth market is accelerating technological adoption in Brazil which is radically changing consumer needs especially in how they’re entertained and how they socialise.

The internet and technological innovation has firmly gripped the new youth generation in Brazil. The Brazilian youth are using the internet in very similar ways to mature markets. It is becoming a primary source of entertainment and a means to communicate and make their voice be heard. The core values and needs of young consumers in Brazil are very different to their predecessors. As a result, the Brazilian youth are redefining consumerism in this exciting new country and what is clear is that their hunger to consume will create opportunities that previously did not exist.

The radically different needs of Brazil’s new youth generation

Increased productivity, or increased stress?
New findings by GfK NOP show that, although modern workers are embracing technology right now, there is evidence that the pace of change is risking a divided workforce. This situation presents significant challenges for policy makers and business leaders, creating a need to ensure the workforce is adequately trained and can manage the increased pressure and stress levels of working in an ever-connected environment.

Teleconferencing, BlackBerries, smartphones and, now, tablet computers mean it has never been easier to be in contact with the office. As technological advances alter the way we work, a debate has emerged between those that stress the unhealthy blurring of the boundaries between work and personal lives, and those that see technology as empowering the modern worker to fit their career around other demands on their time.

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The smartphone market has been growing rapidly over the past few years, with smartphone adoption spreading across the population. The youth market is also picking up this trend and the numbers who want or own a smartphone device are growing. So which smartphones are being adopted by future generations and why?

A smartphone for Christmas

The youth market for mobile devices is swiftly rising, and the age at which children acquire their first mobile phone is getting younger and younger. It is estimated that over 90% of 12-15 year olds already have a mobile phone and the number of smartphone acquisitions in this market is also growing [1]. Considering that a large amount of mobile phones acquired by the youth market are being gifted and are often from the medium to high-end price range, it is not surprising that the youth market are picking up the smartphone trend. Also, considering that most of the time it is the end-user that is influencing purchase of the gift, it is interesting to find out what are driving these decisions [1].