Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, The ESC Rennes School of Business, course: International Consumer Behaviour, language: English, abstract: As Steve Jobs used to say: "It isn't the consumers' job to know what they want." Referring to this famous quote, this report examined how the upcoming trend can be implemented in the US con- sumers mind, so that the consumer behaviour is sustainably changed. In order to give advice the report follows three mayor steps.First the cultural framework of the United States was briefly analysed by help of Hofstedes five dimensions model. Second was a short study of the trend itself and the mayor aspects, which are important for an implementation of the trend. Last step was adaptation of the US consumers' behav- iour to the trend in order to detect the key factors a company should cover with their product.¿¿Based on this set of action were developed and recommendations for companies evolved.

1 Introduction2 The culture of the United States2.1 Power Distance2.2 Individualism versus Collectivism2.3 Masculinity versus Femininity2.4 Uncertainty Avoidance2.5 Long-Term Orientation3 Mobile Moments4 Link between "Mobile Moments" and the US consumers4.1 Lifestyle of Multitasking4.2 Experience as a core value4.3 Sharing moments with friends4.4 Result5 How to apply "Mobile Moments" in the US consumers mind5.1 US Mobile Market5.2 Set of Actions6 Conclusion