According to Oprah, astrologer Jean Dixon predicted her rise to fame and fortune back in 1977. That may have been a given, but Dixon also predicted the assassination of JFK. To get an idea of what customer experience might look like in the aftermath of COVID-19, analytics software company SAS recently partnered with Futurum Research to get an idea of the next decade.

Smart Tech Will Remain King

If anything, the pandemic increased the popularity and reliance of digital technology among all generations. In its study, researchers talked with more than 4,000 consumers, marketers, tech pros and executives, and came away with some interesting discoveries.
They found that not only did 60% of homes have at least one smart device but that 35% had two or more. They further reported that 37% of homes had three or more mobile phones with another 39% having purchased an augmented or VR device. 45% said they intended to purchase or add more by 2025. And while only 13% said they owned three or more wearable devices, 53% said they expected to invest in more by 2025 and 29% use three or more payment or banking apps. What do these findings mean?

Mobile Phones

Experts see mobile phone use increasing through 2030. Many consumers relied on their phones to search and make purchases during the pandemic and brands need to gear up right now with mobile-first and mobile-only strategies to reach this growing audience.

Wearable Devices

Gym and fitness center shutdowns during the pandemic increased the popularity of wearable devices, especially fitness trackers. Brands have a tremendous opportunity to interact with this public and engage them while also gathering valuable data. Smartwatches also saw growing appeal and the study reported that 78% of participants expected to control other devices with their wearables.

AI-Infused Technology

Although consumers in North America trail their counterparts in Asia in using smart assistants, 80% said they expected to invest in and use them by 2030. 35% reported using two or more right now. Brands that get in on the ground floor with consumers now will have a huge advantage in not only offering product information and recommendations, but also in collecting and analyzing customer data to better tailor future customer communications.

Personal Finances

Despite the 29% usage rate by consumers, the study also found that 45% expected to increase their usage within the next five years. Managing personal finances, especially during times like a pandemic is expected to become an increasingly important part of life for more consumers. Brands can prepare for this by building stronger bridges of trust between them and their customers.


Both AR and VR could become the next technological tsunami. These could accelerate more quickly if some forecasts are correct and more consumers decide to shop from home rather than visit their local mall in search of things like clothing. Brands can prepare for this by creating new content and enhanced media.

Getting Ready

Some brands may need to reassess their budgets with a new focus and attention on investing more in technology that serves and engages customers on their mobile devices. Utilizing AI to understand consumer responses in real time so issues can be managed sooner than later may become another priority, as well as providing timely engagement solutions and recommendations.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.