The latest smartphones are equipped with a range of technologies that can pinpoint your location. It's only a matter of time before they'll also be able to detect your every movement, says Reetika Gupta, assistant professor of marketing.
The evolution toward mobile sensing devices has already begun. The first wave of baby boomers turns 65 this year, and nearly 80 million will follow them into retirement over the next 20 years -- a 鈥済eriatric tidal wave,鈥� according to The New York Times.
To prepare for this generational change, the healthcare industry has already partnered with computer scientists to create a mix of sensory technologies that will essentially monitor any changes of health. The technologies will allow quicker and more effective treatment for the elderly.
But those mobile sensing technologies have far greater potential, says Gupta. Within five years, all smartphones could very well be equipped with applications that track physical activity. The devices will not only monitor whether you鈥檙e sitting or walking, but they鈥檒l also detect any changes to your workout regimen or physical fitness.
鈥淭he big question becomes how people will react to these technological and cultural changes,鈥� Gupta says. 鈥淭hese types of mobile applications will rely on the collection of personal data that many will consider an intrusion on their personal lives, regardless of the long-term benefit. There鈥檚 a fine line to walk.鈥�
That fine line is what interests Gupta the most. An expert in consumer behavior and technological development, she says there鈥檚 been little marketing research to show just how consumers will adapt to the impending changes and whether such changes will impact consumers鈥� lifestyle decisions.
鈥楢 part of our conscience鈥�
The advent of mobile sensing technologies couldn鈥檛 come at a better time for the United States. While the devices may have a direct influence on the growing number of elderly Americans, they may also become important preventative tools for the country鈥檚 unfit youth, Gupta says.
Most estimates show the one out of every three Americans is obese鈥攁 problem that is trending in the wrong direction. These sensing technologies could promote personal responsibility by making sure at-risk children and young adults can see for themselves their personal health data, and adjust their daily physical activities and lifestyles accordingly.
鈥淪martphones are no longer just phones. For better or worse, they鈥檝e become a part of who we are鈥攑art of our conscience,鈥� Gupta says. 鈥淔rom a marketing perspective, mobile sensory technologies may help us all develop a different mindset, one that is more health-conscious.
鈥淚t will require a new way of learning and a different way of thinking that will be foreign to many Americans, even five or 10 years down the road. Successfully communicating those changes鈥攁nd the impact they鈥檒l have on people鈥檚 lives鈥攚ill be key to its success.鈥�
Provided by Lehigh University
