Recent reports from McKinsey’s iConsumer Global Research Initiative:
Moving from â€œmobile firstâ€ to â€œtouch firstâ€
December 2012 (published on the EconomistGroup site)
Already, more than a third of the time people spend web browsing, using social networking sites, and using e-mail/messaging software is on mobile devices. In a couple of years, we expect it to be more than half. This is creating a â€˜touch firstâ€™ computing paradigm, which means overhauling how information is delivered to and accessed by the consumer.
The rise of the African consumer
The single-largest business opportunity in Africa will be its rising consumer market. A McKinsey report, one of the first of its kind, offers a detailed profile of African consumers, including their demographics, behavior, and needs.
The complex path to purchase taken by Europeâ€™s iConsumers
What are Europeâ€™s iConsumers thinking? To find out, McKinsey & Company studied the digitally-based purchasing behavior of 40,000 Europeans in eight countries for the second year in a row. This study sheds light on future threats and opportunities by comparing European consumers and examining the resulting business implications.
The next stage: Six ways the digital consumer is changing
The Internet, not yet 20 years on from its emergence into the consumer mainstream, is evolving as fast as ever.