Mobility drives changing consumer behaviour – Gartner study

March 18, 2013

It is no secret that consumers all around the world are rapidly moving away from desktop computers and stationary technology in favour of mobile devices such as smartphones and tablets.

However a new study from Gartner has highlighted just how rapidly this shift in consumer behaviour is occurring – and modern Australian organisations need to take notice.

Following a survey of more than 8,000 consumers, Gartner found that around 94 per cent of households now own at least one mobile phone.

Furthermore, household penetration of laptop devices has increased from 40 per cent in 2010 to 55 per cent in 2012, while 17 per cent of households now utilise a tablet device.

In comparison, household penetration of desktop computers has stayed level at 60 per cent over the last two years; with average spend on this technology dropping from US$754 in 2010 to $642 in 2012.

Gartner research director Nick Ingelbrecht says that the results are evidence the 'early adopter' trend – of opting to utilise smartphones and tablets in order to perform online activities in "a more comfortable environment" – is becoming mainstream consumer behaviour.

"Technology and service providers are faced with no alternative but to innovate for mobility," said Mr Ingelbrecht in a statement issued March 14.

"If they do nothing, they face a potential train wreck as consumers abandon gadgets, services and applications that do not fully support changing mobile lifestyles."

Many organisations are looking to capitalise on this new mobility trend by deploying smartphone and tablet applications, which consumers can access via their portable devices in order to perform a variety of everyday tasks.

While there is no doubt such initiatives are an excellent way to attract new business and retain existing customers, it is also important to highlight the importance of strong vulnerability management when deploying any mobile device application.

If your enterprise is planning on releasing a smart device application, it is highly recommended that you engage in comprehensive mobile security testing before making any sort of public release.

By penetration testing your application, you can evaluate its level of cybersecurity and determine any potential flaws or vulnerabilities that might make it vulnerable to a data loss or digital theft incident.

In a world in which consumers are growing increasingly wary about the online privacy of their personal information, mobile security testing is the best way to ensure that your mobile application is up to scratch when it comes to cybersecurity.

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