The Mobile and Consumer Decision Making

Buyer Psychology & Behavior Series 

One cannot explore the history of consumer marketing without taking a look at how the mobile phone has single-handedly shifted the timeline.

The fields of advertisement, consumer shopping, marketing, and media are forever changed by the historical introduction of this handheld computer. The iPhone alone is responsible for a tidal wave of evolution in consumer decision-making alone.

When we look at the integrated communications of brands through our phones, the combined industry we are constantly engaged in, and the activity, and its foundation are all interconnected amongst apps that follow the consumer’s every move.  

What is more interesting is how the science behind consumer psychology has shifted as a result of both the form, functionality, and delivery that mobile phones have offered brands.

Both the digital ecosystem and the economic sales funnel have blended to create a new and improved, often ephemeral, LIVE feeling of the new consumer marketing process. 

Let’s dive in. 

Handheld Integration

When we look at the constant interconnectivity each of us displays on a daily level, it is quite indicative of the power the iPhone and cell phones can have on us all. 

The level of consumer analysis provided to  Apple on all levels of the iPhone is a large portion of how they’ve done so well and been so successful.  

Between the push notifications, email marketing campaigns, software analytics, GPS monitoring, and mobile Application behavior, we paint the sales “how-to” manual for most savvy and enterprise brands.

Everything within the Apple environment seeks to maintain the same caliber aesthetic and appeal. The branded packaging, the products, Apple-branded stores, the Genius Bar, Apple Music. 

Not only is it all synonymous with feeding data and behavior from your phone to developers, but it’s a platform for good marketers to enable strong consumer psychology. 

Crowd Psychology

Apple isn’t the only player in the cell phone industry. Astonishingly there are several segments and audiences within the cell phone industry but all the players employ the same consumer strategy. 

Annual releases tiered merchandising, alternative product segments, and now even streaming TV services are all synonymous with the consumer buy-in of cell phones in 2021. 

It is not uncommon for the average joe to find themselves absorbed within the digital ecosystem of these brands through their handheld devices. 

A survey in 2019 found that 69% of shoppers would rather look up a product review online through their phone than consult an in-store associate. Imagine that?

Even more conclusive is the fact that these cell phone brands now make up full stock shares on publicly traded markets. 

Application Approach

Not only is our time being controlled through the sensory overload possible within the cell phone technology, but several brands utilize this distraction element in particular to strong-arm us ever so subtly. 

For example, the Application download that provides a one-time promotion for us in-store is also collecting information on our behavior within the application. 

That same survey found that another 49% of Americans have an app that collects deals or provides deals and discounts across retailers on their smartphones. 

Not only are the apps updating daily, but they are crawling with cookies, trackers and providing data on the minute for brands to further improve their sale tactics.  

This can all sound negative and without beating the bush here, the conversation can easily go south regarding privacy, distraction, and overall mental health as a result of this overbearing and lasting.


Between the handheld integration that marketing teams deploy across mobile devices, the subtle yet effective crowd psychology we all participate in within the mobile phone economy, to the application-based industry set to lead us forward, there is no denying the role these phones play. 

The mobile phone industry is indeed a notable culprit and in many ways the catalyst to our constantly evolving and ever-changing consumer buying process.

The cell phone has created the sense that every single one of us has the power the make change and it provides that power to all of us for a nominal and unique fee.