Tablet sales are set to overtake sales of traditional desktop pcs by 2015, with the industry set to become a $100bn plus market . Smartphone penetration also continues to increase and stands at around 40% in the UK and Western Europe.

Whilst avoiding technological determinism, it is important to acknowledge the role of these advances in shaping the landscape in which we operate. An increasingly mobile world is likely to dramatically affect how people purchase and consume products and services.

The Economist last month reported on consumers of a US online retailer, Gilt Groupe, who currently make a quarter of their purchases via smartphones, with this rising to around 40% at times. By the start of next year, it is predicted that every banking customer in the country may have the ability to transfer cash between bank accounts, using an app on their mobile phone. 

It has been suggested that the opportunities offered by an increasingly mobile consumer will lead to a reduction in the importance and use of voice channels. Alternatively, it has been suggested that channel substitution is a myth and that actually offering increased numbers of channels inevitably leads to greater levels of communication across channels.

This also raises questions about whether consumers behave in a way they say they intend to and also whether they know what they want at all. It is at this point that Henry Ford’s most famous adage is appropriate: "If I had asked people what they wanted, they would have said faster horses." Perhaps this means that organisations should pursue their strategy based purely on their prophetic vision for a better future? A softer, but related line is to think about what organisations can do to educate their customers to help them to find the most efficient and appropriate way to conduct their interactions. 

At CCA we are keen to help organisations engage, understand and capitalise on transformations in consumer behaviour. Our next quarterly research theme asks the question: How can we better meet and manage consumer needs and expectations?

We would very much like to gather your views and experiences in this area and would urge you to get in touch