ZenithOptimedia’s 2016 trends are focused on technologies that support consumers’ evolving shift to a truly mobile lifestyle. These trends stem from our understanding of Millennials and Generation Z, the true digital natives who are increasingly reliant on their smartphones to organise and manage their lives.

The smartphone is becoming a more powerful and personal device, which is being transformed by expanding technologies into a gateway to personalised and seamless experiences.

This report highlights the emerging technologies that will transform us into a truly mobile society, and how businesses can organise themselves for the move to mobile.

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