The consumer-led mobile smartphone transformation

Through PwC’s ongoing consumer research programme, we gain directional insights on consumer attitudes and behaviours in the rapidly changing media landscape. This report summarises key findings from a quantitative survey and follow up focus groups with smartphone users, exploring how consumers use smartphones, how the technology has affected their everyday lives, and how much they expect to increase their use of smartphone activities during the next few years.

For today’s smartphone consumers, mobility isn’t just about making calls or checking email on the go—it’s a lifestyle. Since the launch of Apple’s iPhone in 2007, smartphones have transformed the way consumers connect with businesses and each other. Clearly, smartphones are here to stay. The challenge for companies is to determine how to use mobility to capture growth and uncover new forms of competitive advantage.