How tech giants control consumer engagement
Consumers engage with technology in five different contexts – social, office productivity, retail/ e-commerce, innovation and connectivity/ telecommunication – which are all monopolised by at least one of the five technology giants.
AMAZON — E-commerce — Amazon accounts for 43% of US online retail sales
FACEBOOK — Social Media — Dominates the social media space with Instagram, Snapchat and whatsapp in its pocket.
GOOGLE — Innovation — Google is becoming the innovation incubator with more and more acquisitions every year.
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MICROSOFT — Office Productivity — Microsoft has 95% market share in the productivity software market.
APPLE — Telecommunication — 64% of Americans own an Apple product, says a recent CNBC survey.
