A lire sur: http://www.atelier.net/en/trends/articles/intensive-mobile-use-changing-balance-power-and-adjusting-views-reality_422554
Mobile devices are claiming an
ever-greater share in French people’s daily lives. Following in the
footsteps of the digital natives, all the generations have now adopted
mobile technology and use their devices all the time, anywhere and
everywhere.
We are now witnessing mass-market
penetration of the mobile phenomenon, in terms of usage, time and place.
In France, 92% of 15-75 year-olds take photos with their mobile, 65%
listen to music on them, and 51% use them to access the social networks.
These figures were presented by global market research company Ipsos at their ‘2h dans la poche de vos clients’
(Two hours in the pocket of your customer) event held in Paris last
week, illustrating that a mobile device is a tool which can provide
comprehensive information on new customer behaviour patterns, whether we
are talking about changes in the balance of power, people’s shifting
view of reality or the creation of intimate relationships.
Instantaneous, ubiquitous, intimate
With all the applications now on offer, a mobile device
gives its owner the feeling of being an expert. So what we are seeing
today is a veritable shift of authority. The consumer now has the means
to dominate the person in front of him/her, whether a doctor, banker, or
other professional. Ipsos France CEO Dominique Lévy
underlines that “mobile devices are changing our relationship with the
real world. We’re no longer in an era where we experience an event, but
one where we share it.” People tend to embellish reality. The sheer
immediacy which mobile technology provides enables a person to grasp the
feeling and the emotion, and this “instantaneous quality fits perfectly
with consumer desires,” explains Lévy. Another intrinsic feature of
mobile is that it is ubiquitous – the device goes everywhere with its
owner, while shopping, travelling, and even in bed. Some 62% of those
aged 15-24 send SMS messages while walking along the street, 64% of them
use the device in front of the TV, while 75% of the 15-34 age band even
use it in bed and 39% look at their mobile immediately on waking up.
Capturing reality anywhere and everywhere
Perhaps most significant however, mobile allows the
creation of an intimate relationship with the consumer. Posting photos
and telling friends what you are doing right now is completely normal
for today’s users because “expressing intimacy is part of today’s wants
and needs,” explains Dominique Lévy. This is why mobile seems an ideal
tool for carrying out opinion surveys, as it “enables you to capture
fleeting phenomena,” and in any case provides faster, more precise and
more granular measurements, points out the Ipsos France CEO. She
believes that in future a mix of methodologies will be used for polling.
“We’ll get consumers to talk about themselves in their own way. That’s
the way to do marketing, getting closer to the truth.” Which is the
essence of Ipsos’ new positioning, unveiled at the event, under the
slogan “Welcome to the real world”.
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