Page 1

Making Leaders Successful Every Day


The State Of Consumers And Mobile Anthony Mullen, Senior Analyst James McDavid, Researcher November 27, 2012


Agenda What is the current state of the mobile market?

How are consumers using their mobile phones? What will the ultra-connected customer look like in the future? What are some of the best practices for engaging mobile users now?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

3


The world is increasingly mobile.


And the next generation have grown up in this world.


What is the current state of the mobile market?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

6


Reaching consumers solely via the online world has its limitations . . . 34% of the population is online.

61% of the population owns a mobile.

Source: Forrester Research World Online Population Forecast, 2012 To 2017 (Global); Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global) Š 2012 Forrester Research, Inc. Reproduction Prohibited

7


. . . and this isn’t going to change much anytime soon In 2016: 38% of the population will be online.

68% of the population will be mobile.

Source: Forrester Research World Online Population Forecast, 2012 To 2017 (Global); Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global) Š 2012 Forrester Research, Inc. Reproduction Prohibited

8


Mobile phone adoption has exploded globally

Source: Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global) Š 2012 Forrester Research, Inc. Reproduction Prohibited

9


While not as high globally, mobile Internet adoption will grow rapidly in the next few years

Source: Forrester Research World Mobile Adoption Forecast, 2011 To 2016 (Global) Š 2012 Forrester Research, Inc. Reproduction Prohibited

10


Mobile is becoming consumers’ main digital engagement channel.


How are consumers using their mobile phones?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

12


Mobile phones capture a lot of attention and time Eighty-four percent keep their device within 3 meters of them at all times.

The average person looks at their phone 150 times a day, or once every six-anda-half minutes of every waking hour.

On average, email is read 48 hours after it is sent, while the average SMS is read in 4 minutes.

Source: Intomobile (http://www.intomobile.com/2012/02/09/tomi-ahonen-average-users-looks-their-phone-150-times-day/); V. Bhaskaran & K. Peterson, Transforming Customer Feedback Through Mobile, at Market Research in a Mobile World Conference, Amsterdam 2012 Š 2012 Forrester Research, Inc. Reproduction Prohibited

13


Mobile phones are a huge part of everyday life

Source: Mobile Movement Study by Google and Ipsos; Appisaurus (http://www.appisaurus.com/597-mobile-device-use/) Š 2012 Forrester Research, Inc. Reproduction Prohibited

14


So much so that anxiety occurs when they’re displaced!

Source: Lookout Mobile Mindset Study 2012 (https://www.lookout.com/resources/reports/mobile-mindset/) Š 2012 Forrester Research, Inc. Reproduction Prohibited

15


Mobile TechnographicsÂŽ helps us understand the nuances of mobile behavior

Š 2012 Forrester Research, Inc. Reproduction Prohibited

16


Significant geographic differences in mobile usage lead to different types of users

Base: adults who own a mobile phone

Sources: North American Technographics Benchmark Survey, Q3 2012 (US, Canada); European Technographics Benchmark Survey, Q3 2012; Asia Pacific Technographics Survey, Q3 2012 (China, Hong Kong, India, Japan); Latin America Technographics Survey, Q3 2012 (Brazil, Mexico) Š 2012 Forrester Research, Inc. Reproduction Prohibited

17


But we must also look at other key factors like gender to understand drivers of behavior

Base: 195 UK respondents were tracked overall; base sizes for each mobile activity vary

Source: June 22, 2012, “A Month In The Life: How UK SuperConnecteds Use Their Mobile Phones” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited

18


In addition, psychographics can provide much-needed context for mobile behavior

Base: 195 UK respondents were tracked overall; base sizes for each mobile activity vary

Source: June 22, 2012, “A Month In The Life: How UK SuperConnecteds Use Their Mobile Phones” Forrester report © 2012 Forrester Research, Inc. Reproduction Prohibited

19


Browsers offer a good chance to reach mobile consumers

Base: 195 UK respondents were tracked overall; base sizes for each mobile activity vary

Source: Technographics UK Mobile Behavioral Tracking Study, Q4 2011, a study conducted by Forrester Research and Arbitron Mobile Š 2012 Forrester Research, Inc. Reproduction Prohibited

20


Email and search maintain their importance

Base: 195 UK respondents were tracked overall; base sizes for each mobile activity vary

Source: Technographics UK Mobile Behavioral Tracking Study, Q4 2011, a study conducted by Forrester Research and Arbitron Mobile Š 2012 Forrester Research, Inc. Reproduction Prohibited

21


Your goal: Gain an intimate understanding of your target customer – both their needs and their behaviors.


What will the ultra-connected customer look like in the future?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

23


People are increasingly connected to each other, to brands, and to places more often and from more locations than ever before.


Š 2012 Forrester Research, Inc. Reproduction Prohibited

25


Always addressable customers are: Europe Already over 1/3 of online users Evenly split Young

Highly educated

High earning

US

37% of online population

42% of online population

53% male and 47% female

54% male and 46% female

47% are aged under 34.

48% are aged under 34.

49% are educated to degree level or beyond whilst another 40% are educated to a highschool level.

61% are educated to degree level or beyond whilst another 38% are educated to a high-school level.

35% have high household incomes.

43% have high household incomes.

Base: EU and US online adults Source: European Technographics Consumer Technology Online Survey, Q4 2012; North American TechnographicsŽ Online Benchmark Survey (Part 2), Q3 2012 (US, Canada) Š 2012 Forrester Research, Inc. Reproduction Prohibited

26


Key attributes of the always addressable customer • Smartphones are a key channel on which to reach them. These consumers are always on the go and want what they need at the moment they need it. • But while smartphones are key, AACs don’t distinguish among technology. They simply use whatever will help them do what they need and want to do. • They’re far ahead of most marketers in subverting distinctions in the way they think about technologies and devices, but they don’t realize it.

© 2012 Forrester Research, Inc. Reproduction Prohibited

27


How do we reach the always addressable customer?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

28


Krispy Kreme targets loyal customers

Š 2012 Forrester Research, Inc. Reproduction Prohibited

29


Customers can now be alerted when a Hot Now light near them is illuminated

Š 2012 Forrester Research, Inc. Reproduction Prohibited

30


Simple goals and creative solutions got results Krispy Kreme achieved: • • • • •

A 175% increase in mobile web traffic. A 70% increase in overall site traffic. 100,000 app downloads. 141,000 notifications per day. An average of 83,000 notifications per store with no added burden to the store or its employees.

© 2012 Forrester Research, Inc. Reproduction Prohibited

31


What are some best practices for engaging mobile users now?

Š 2012 Forrester Research, Inc. Reproduction Prohibited

32


New marketing practices aren’t built in a day.


Best Practice No. 1 Have a mobile website.

Š 2012 Forrester Research, Inc. Reproduction Prohibited

34


Mobile websites are the foundations of solid mobile programs.


Over half of marketers now have a mobile website And paid search is an increasingly valuable asset in the mobile marketing toolkit

Source: Q2 2012 Interactive Marketing Executive Online Panel Survey Š 2012 Forrester Research, Inc. Reproduction Prohibited

36


Example: Burberry’s mobile website shows massive depth, just like its non-mobile one

Source: Burberry Š 2012 Forrester Research, Inc. Reproduction Prohibited


Best Practice No. 2 Differentiate between mobile sites and apps.

Š 2012 Forrester Research, Inc. Reproduction Prohibited

38


Mobile sites and apps can co-exist Mobile sites

Apps

Source: Pitt Cue Co. Š 2012 Forrester Research, Inc. Reproduction Prohibited

39


Example: FedEx mobile serves businesses and consumers • Consumers can track packages via a variety of mobile tools. • FedEx business shippers have immediate access to their accounts on any device – including over the phone – all synchronized with real-time data. • Sales agents have an enterprise app equipped with customer data and sales collateral to answer questions and close deals quickly and efficiently.

© 2012 Forrester Research, Inc. Reproduction Prohibited

40


FedEx consumer apps focus on the frequent shipper . . .

Š 2012 Forrester Research, Inc. Reproduction Prohibited

41


. . . while the site focuses on the recipient or the casual customer

Š 2012 Forrester Research, Inc. Reproduction Prohibited

42


Best Practice No. 3 Think: Immediacy, simplicity, context.

Š 2012 Forrester Research, Inc. Reproduction Prohibited

43


Provide timely and actionable content to boost immediacy Mobile apps like shopkick send users actionable content upon entering a physical store.

Source: Shopkick website Š 2012 Forrester Research, Inc. Reproduction Prohibited

44


Provide content that is easy to see and navigate to boost simplicity Mr Porter makes navigation and selecting items easy on small screens.

Source: Mr Porter Š 2012 Forrester Research, Inc. Reproduction Prohibited

45


Provide contextually relevant content and services to boost relevance Songkick uses your music library and location to find concerts by artists you listen to in your vicinity.

Source: Songkick Š 2012 Forrester Research, Inc. Reproduction Prohibited

46


Summary •Mobile is nearly ubiquitous across all markets and plays a powerful disruptive role. •Your always addressable customers are coming for you. Start thinking about their needs now. •Mobile isn’t about apps *or* sites. It’s about offering the best content and services. •Remember mobile’s UVP: immediacy, simplicity, context. © 2012 Forrester Research, Inc. Reproduction Prohibited

47


We help you make better decisions in a world where technology is radically changing your customers


Forrester understands how customers are changing and what it means for your key decisions 330,000 global consumer surveys 50,000 business surveys 35,000 client inquiries 6,000 technology briefings


Questions?


Thank you Anthony Mullen +44 (0)20 7323 7733 amullen@forrester.com @ant_mull

TEst  

fest sldnflsd nklsadfsadnfldasndsanf lksdf

Read more
Read more
Similar to
Popular now
Just for you