Perspectives

Understanding the iConsumer

Speaker

Bertil Chappuis
Senior Partner, McKinsey & Company


Read a summary of the talk below.

Fifty percent of Americans now have smart phones, and a quarter of them prefer mobile devices to computers for emailing and browsing. It’s becoming the Swiss Army knife of the digital world. We’re seeing massive growth in social on mobile. People are going beyond connecting and using social as a way to find deals, news, products, and services. What we call the “consumer decision journey,” including the after-sales experience that consumers go through, is becoming digital. Sixty percent of people are researching hardware or software purchases online, and 20% are doing it on a mobile phone. That is up from nearly zero two or three years ago. Forty percent of consumers are using price comparison apps that didn’t exist until recently.

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