Understanding The Emerging Omniconsumer

By Lorena Harris, VP of Corporate Marketing, Vantiv

The mobile revolution is affecting consumers across the board, but younger consumers are embracing mobile technology—and in many ways, leading that revolution.

According to recent Vantiv/Mercator research, more than three-quarters of consumers 18-34 now have a smartphone, and more than one-third have a tablet. They are weaving these devices into many aspects of daily life, including shopping and banking. And their interest in mobile payments is 10% to 20% higher than that of older age groups, depending on the method in question. (Source: Vantiv Insights 2013 Research)

As young consumers embrace mobile technology, they are using these channels in addition to existing channels. In that sense, they represent an emerging “omniconsumer” who operates comfortably across all channels—a group that companies will need to better understand in coming years.

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