The retailers we surveyed will spend an average $14.9 million this year on technologies and services that help them respond to digital mobile consumers. That was more than the other three sectors on which we can report (pharmaceuticals, banking and consumer products). (See Exhibit VI-12.)
But that picture will change by 2015 if these companies’ predictions on their spending are accurate. (See Exhibit VI-13.) By then, the banks we surveyed will more than triple their annual spending on being responsive to digital mobile consumers ($22 million per bank vs. $6 million this year). But consumer products companies plan to be even more aggressive in their spending. They predict investing an average $27 million each by 2015 – nearly four times what they will spend this year.
Curiously, the retailers we surveyed didn’t see the need to increase their spending in this area by 2015. Perhaps they believe they have already put the biggest pieces in place today.
Exhibit VI-12: Q16/Latin America: Annual Spending on Technologies and Consulting/IT Services to Respond to the Digital Mobile Consumer (2012) (US $millions)
Exhibit VI-13: Q16a/Latin America: Annual Spending on Technologies and Consulting/IT Services to Respond to the Digital Mobile Consumer (Projected for 2015) (US $millions)
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Findings: Latin America