Europe: Already Geared Up to Deal with the Digital Mobile Consumer – Key Findings


Key Findings:

  • European companies have made more than moderate changes to products and processes to win over the mobile consumer
  • European telecommunications, energy and utilities have the highest percentage of total consumer interactions with consumer using mobile devices
  • European automotive, telecommunications and consumer product companies are spending the most to be consumer mobile-friendly

The 165 European companies that we surveyed (in France, Germany and the UK) on average indicated making somewhat stronger changes to products and processes than their North American counterparts had to date. On our scale of 1 to 7, they said they made slightly bolder changes in all five areas. But as for the year 2015, they predicted they would make only incremental changes beyond the ones they have already instituted. (See Exhibit IV-1.)


Exhibit IV-1: Q9+10/Europe: Degree to Which Companies Have Made
and Will Make Changes to Respond to Digital Mobile Consumers
(Scale of 1-7,=none, 4=moderate, 7=very high)

Exhibit IV-1: Q9+10/Europe: Degree to Which Companies Have Made and Will Make Changes to Respond to Digital Mobile Consumers (Scale of 1-7,=none, 4=moderate, 7=very high)


We also compared European industries with the composite scores in product and process change – at least, those industries for which we had large-enough samples. The results were somewhat similar to North America’s (Exhibit IV-2):

  • The telecommunications sector reported the highest degree of change on these five parameters
  • Industrial manufacturers scored more highly in Europe (4.86) than in North America (3.73), as did transportation companies (4.77 in Europe vs. 4.38 in North America)

Exhibit IV-2: Q9, 1-5/Europe: Comparing Industries by Degree of Changes in
Products and Processes to Date to Win Over the Digital Mobile Consumer
(Scale of 1-7, 1=none, 4=moderate, 7-very high)

Exhibit IV-2: Q9, 1-5/Europe : Comparing Industries by Degree of Changes in Products and Processes to Date to Win Over the Digital Mobile Consumer (Scale of 1-7, 1=none, 4=moderate, 7-very high)


In Europe, most of the sectors that have already changed the most say they will continue to change by 2015 to win over the mobile consumer (Exhibit IV-3). Telecommunications (5.44), industrial manufacturers (5.01) and banks say they’ll change their products and processes the most by then.


Exhibit IV-3: Q10, 1-5/Europe: Comparing Industries by Degree of Changes
Expected by 2015 in Products and Processes to Win Over the
Digital Mobile Consumer (Scale of 1-7)

Exhibit IV-3: Q10, 1-5/Europe : Comparing Industries by Degree of Changes Expected by 2015 in Products and Processes to Win Over the Digital Mobile Consumer ( Scale of 1-7)


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