The mobile world
Without doubt, one of the most important lifestyle developments in the last 10 years has been how the Internet has invaded virtually every aspect of our lives. This has accelerated more recently with hi-speed wireless connections, the growth of mobile phone applications that enable people to do conduct their lives wherever they are, as well as social media. The extent to which this is taking hold varies between countries.
Out of a European population of 501 million in 2011, over 71% or 359 million people used the Internet, while there were 171 million people registered with the social network site Facebook (penetration of 34%). The most active Internet users were in the north of Norway where over 80% of consumers used this medium to order goods and services for private use in 2010. Europe also leads the world in broadband connectivity with fixed and mobile broadband penetration reaching 26% and 54% respectively. The European mobile phone market may be reaching saturation levels with over 120 subscriptions per 100 inhabitants (ranging from 185 in Montenegro and 149 in Italy as the highest to 100 in France and 84 in Turkey as the lowest). However, market growth will continue as most consumers are interested in the latest upgrades.
Our insight
It is quite sobering to see the number of people fixated on the screen of their mobiles in public places, virtually unaware of the people around them. This can only increase as the number of applications for mobiles expands and the user interface becomes simpler. The growth in sales of tablets also accelerates the ability of consumers to live on the move.
Relationships are conducted via social media. Social media are used by brands to form closer relationships with consumers, although consumers will only accept brand intrusion to their networks up to a point. The power of social media to influence purchases will increase as personal recommendation is valued more highly and is more trusted than traditional media. Improvements in search engine technology mean that people spend less time searching and reach decisions more quickly.
The importance of cloud computing cannot be overestimated. The facility of storing information in the cloud will accelerate this mobile world, enabling people to work anywhere using any device. This applies particularly to younger people.
Another question is whether a reliance on computer devices could lead us to attach more importance to getting answers to questions via the easiest device, rather than acquiring the knowledge ourselves through education? Knowing where information can be found rather than memorising the information may lead to a reduction in critical thinking. More anxiety may result from the possibility of losing an Internet connection!
However, there is a growing weariness (also among young people) against the ongoing technology-race to always have the latest device and a resistance against the obligation to ‘be always switched on’. This ’no-techno’ trend i.e. - having control of one’s life and time - is expected to become more important, especially among people living in rural areas and older people.
On a more positive note, online digital sharing platforms can be environmentally and socially positive, not relying on location alone, contributing to greater social homogenisation.