Like the Industrial and Information Ages before it, the new Mobile Age is drastically altering the way consumers conduct their lives, says Deloitte. Their latest research points to which technologies may turn out to be revolutionary, while others could be nothing more than short-lived fads.

To better understand what the next “big thing” will be – and how it will alter consumer behavior – Deloitte’s Technology, Media & Telecommunications practice commissioned Revolutions 2010. The research is designed to take a current “pulse” on how American consumers are interacting with potentially “revolutionary” technologies and devices.

Examining five distinct age groups – Trailing Millennials (14-21), Leading Millennials (22-27), Generation X (28-44), Baby Boomers (45-63), and Matures (64-75) – the survey uncovers developing trends that companies will need to react to. It was conducted by an independent research firm from 29 June to 11 July employing an online methodology among 1,960 US consumers. The findings:

The cannibalization of consumer electronics: the App effect
For US consumers that are smartphone/tablet owners and have downloaded apps, their apps are causing them to alter the use of their following devices :
- 42% have reduced or stopped using their portable digital music players
- 38% have ended or diminished their use of traditional AM/FM radio
- 30% have reduced or stopped using their handheld videogame consoles
- 28% have ended or diminished their use of stand-alone GPS devices

Smartphone sales… You don’t need an App for that!
Among US consumers that own or intend to buy a smartphone/tablet:
- 58% state that price and features built into the phone (size/quality/resolution of screen, cameras,
microphones, keyboard style, etc.) have the most influence on their purchasing decision
- 49% state that quality of cell coverage has the most influence on their buying decision
- 34% state the style of phone has the most influence on their purchasing decision
- Only 18% state that additional features and functionality provided by downloadable apps would have the most influence on their purchasing decision

3-D TV: in the hands of the Millennials?
- In the last six months, only 9% of US consumers have seen 3-D TV and 7% have purchased 3-D content
- 83% of US consumers don’t consider 3-D to be important enough to buy a new TV set
- 60% of flat panel TV owners state that they are not willing to pay any more for a 3-D capable television than a non-3-D TV
- Compared to other generations, Millennials have the greatest enthusiasm for 3-D, with 20% having seen 3-D TV and 13% purchasing 3-D content
- 55% of Millennials feel that 3-D technology is important enough to buy a new TV that would allow them to watch programs in 3-D without glasses
- 25% of Leading Millennials that are flat panel TV owners would be willing to pay 15% or more for a 3-D TV

e-Readers open the door to a new Golden Age for ‘print’
- 61% of US consumers that purchased e-Books are buying more books in digital format than what they bought in hardcopy/softcopy
- 72% of Millennials that purchased e-Books are reading more books in digital format than what they read in hardcopy/softcopy
- 55% of US consumers state that the ability to search for related content (such as prior articles) would be somewhat/very influential in purchasing an e-Reader version of a newspaper or magazine
- 53% of US consumers state that access to additional content not offered in the print version would be somewhat/very influential
- 18% of Millennials state that reading an online version of a newspaper or magazine motivated them to subscribe to the print edition

Story filed 26.10.10