A marketer s guide to the mobile mind shift

A Marketer s Guide To The pdf A Marketer’s Guide To The Mobile Mind Shift Landscape The Mobile Marketing Playbook by Thomas Husson and Jennifer Wise December 8, 2015 FOR B2C MARKETING PROFESSIONALS FO.

FOR B2C MARKETING PROFESSIONALS A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook by Thomas Husson and Jennifer Wise December 8, 2015 Why Read This Report Key Takeaways Your customers are on smart mobile devices The questions are: how many, what they expect, and what are they doing? The average US smartphone owner spends almost two hours per day interacting with their phone, and in many geographies, more than half of desirable customers are already on smartphones To engage these customers, marketers have launched mobile apps and optimized their websites for mobile browsing, but this will not be sufficient They must think beyond mobile as a standalone channel and, instead, seize the opportunity that mobile opens up to transform the customer experience To analyze your customers and their behavior, use our Mobile Mind Shift Index, a tool that describes customers’ intensity, expectations, and behaviors when it comes to mobile interactions Marketers Are Unprepared As Mobile Dominates Customer Interactions Three out of four US mobile subscribers have smartphones, but many marketers are just getting started in building sites and apps for them and many face organizational hurdles This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy FORRESTER.COM The Mobile Mind Shift Index Reveals How To Target Mobile Customers Forrester analyzes customer groups through the Mobile Mind Shift Index, a tool that scores any group of customers on its mobile intensity, expectations, and behaviors Engage Mobile Customers Throughout The Customer Life Cycle Use mobile advertising, including search, to reach customers in the discover phase; mobile sites for the explore phase; and apps for the buy, use, ask, and engage phases FOR B2C MARKETING PROFESSIONALS A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook by Thomas Husson and Jennifer Wise with Luca S Paderni, Kasia Madej, and Laura Glazer December 8, 2015 Table Of Contents Mobile Devices Are Central To Marketing And Customer Experience Mobile Is Spreading At Warp Speed Marketers Find Engaging Customers On Mobile Enticing But Challenging Use The Mobile Mind Shift Index To Analyze Your Mobile Customers Younger Consumers Are Further Along On The Mobile Mind Shift Using The MMSI To Inform And Define A Mobile Marketing Strategy Notes & Resources We used data from Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Forrester’s US Consumer Technographics Behavioral Study, January 2015 To October 2015; and Q2 2015 Global Mobile Maturity Executive Survey in writing this report Related Research Documents Craft A Maturity-Based Mobile Strategy The Global Mobile Revolution Is Just Beginning Marketing Strategy For The Mobile Mind Shift Recommendations Align Your Mobile Marketing With The Customer Life Cycle 11 Supplemental Material Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com © 2015 Forrester Research, Inc Opinions reflect judgment at the time and are subject to change Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc All other trademarks are the property of their respective companies Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook Mobile Devices Are Central To Marketing And Customer Experience In the past two years, mobile has taken off Mobile traffic has already surpassed desktop traffic in countries like India, Nigeria, and South Africa and 13% of marketing leaders we surveyed reported that 50% of their total web traffic comes from mobile.1 Their customers pull out their devices at any spare moment and expect any answer they seek to be instantly available on their phones The explosion in interactions through smartphones and tablets has created a permanent change in the attitudes of customers, a transformation we call the mobile mind shift:2 The expectation that I can get what I want in my immediate context and moments of need How should marketers approach customers on these devices? We’ll explain by viewing the mobile marketing landscape through three lenses: 1) How fast is mobile sweeping through the population?, 2) How fast are marketers adopting it?, and 3) How can we segment and evaluate any specific customer group? Mobile Is Spreading At Warp Speed Mobile is fast becoming the primary channel in which customers interact and engage Based on all the metrics that marketers and Forrester use, it is rapidly dominating the digital landscape and becoming part of every marketing interaction Some benchmarks are: › Smartphone penetration is skyrocketing By the end of 2015, 70% of the US population will have a smartphone (see Figure 1) That’s up from 48% just three years ago Smartphones have swept across the globe; 84% of South Koreans, 79% of Australians, and 74% of UK residents will have them this year As a result, marketers can reach nearly any customer group in any developed country through their phones The phenomenon is accelerating all over the globe with 55% of Russians, 53% of Brazilians, 44% of Chinese people owning a smartphone at the end of 2015.3 › Smartphone owners use their devices continuously and promiscuously Multiple studies now show that consumers unlock their phones to interact with them more than 100 times per day.4 Data that Forrester collects from customers’ mobile phones shows that the average smartphone owner accesses 25 different apps in the course of a month and spends hour and 19 minutes per day interacting with apps on their smartphone.5 All this access generates a Pavlovian response — the consumer learns that whatever the question is, the answer is on the phone › Smartphone owners are looking for answers, not just having fun Thirty-six percent of US online smartphone users research physical goods on their devices at least once a week and about 30% are using shopping apps monthly.6 Among US online adults, 36% are active mobile banking users, up from 13% in 2011.7 Whatever industry you’re in, it’s a good bet your customers are making decisions based on what their mobile phones tell them © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook FIGURE Smartphone Penetration Is Surging In Many Countries Smartphone subscribers as a percentage of total population by country 85% South Korea 81% 79% 77% 75% 71% 74% 69% 70% 64% 64% 62% 59% Australia UK US Germany 57% 50% 2013 2014 2015 (f) (f) = forecast Note: All numbers are rounded Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global) Marketers Find Engaging Customers On Mobile Enticing But Challenging In decades of research at Forrester, we’ve never seen attitudes like those that mobile generates — marketers are intensely eager to master this new form of interaction but have great difficulty in figuring out how to so Our recent survey of digital marketers reveals that: › Marketers view mobile as yet another standalone channel Marketers often have a narrowminded vision of what mobile can represent: They see it primarily as a channel and forget the bigger picture While most marketers agree mobile represents a strategic shift in its ability to close the gap between offline and online worlds, only 17% agree they have used mobile to transform their overall customer experience offline.8 › Marketers see mobile traffic exploding and are scrambling to engage with it Most marketers are not ready to cope with the growing mobile traffic; for example, only 30% regularly use mobile search engine optimization.9 Forty-seven percent of marketers we interviewed also openly told us that mobile services are a scaled-down version of their online initiatives.10 Instead of delivering contextual experiences answering customers’ needs in their mobile moments, too many marketers focus on adapting content to the size of the screen © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook › And are still in love with branded mobile apps, despite lack of success Instead, they remain enamored with apps: 83% say their company has an app, and 13% report that their company has more than 10 apps However, the challenge is few consumers use branded apps: On average, only five apps that consumers download from the app store make up a sizable 84% of time spent on non-preloaded apps.11 › They even struggle with mobile advertising, the simplest form of mobile engagement The easiest way to get in front of mobile consumers is to advertise on apps or sites like Facebook or YouTube Even so, the marketers we surveyed were mostly newbies; 37% are spending less than $50,000 a year on mobile advertising.12 Here’s a typical comment from a marketer struggling to get started: “We’ve started to test mobile display placements and creative, but the targeting, measurement, and our mobile sites aren’t quite where they need to be in order to move full steam ahead.” › They suffer from organizational confusion and lack of mobile resources Moving behind advertising to make great mobile sites and apps is essential for engaging customers, but organizational confusion and lack of experience hobbles mobile marketers’ strategies.13 Most marketers agree they lack budget and resources: only 10% consider themselves to be mobilesavvy organizations.14 Use The Mobile Mind Shift Index To Analyze Your Mobile Customers This technology shift combines a great deal of marketer uncertainty with customer-driven urgency Marketers in this situation cannot determine appropriate strategies without a precise tool to measure the mobile activity not just of the population, but of their customer group as well That’s the purpose of the Mobile Mind Shift Index (MMSI), Forrester’s instrument for analyzing customers and their mobile readiness.15 Our latest version of the Mobile Mind Shift Index measures how far any individual’s attitudes and behaviors have shifted along three dimensions, each of which marketers can use to determine how best to engage customers (see Figure 2): › The Mobile Intensity Score determines if it is appropriate to connect with customers This score, on a zero-to-100 scale, indicates how intensely people use interactive mobile devices The Mobile Intensity Score is based on how frequently people interact with smartphones and tablets and the diversity of locations in which they interact, both within and outside the home.16 The online US average Mobile Intensity Score is 28, but mobile intensity varies greatly globally; it’s 42 in metro Brazil, 38 in metro China, and only 19 in the UK (see Figure 3).17 When scoring a group of consumers, a score above 35 indicates a high level of readiness for mobile interactions › The Mobile Expectation Score determines the urgency to create mobile applications This score, also on a zero-to-100 scale, indicates what people expect from companies on their mobile devices We measure expectation based on a series of questions about what type of mobile © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook presence consumers anticipate from companies On this scale, the online US average is 41, metro China is 64, South Korea is 46, and Germany is 27.18 A score of 50 or higher indicates a group that’s eagerly expecting mobile sites or applications › Three Mobile Behavior Scores determine which type of features people are ready for We calculate three behavioral scores, each on its own zero-to-100 scale The Communicate Score indicates participation in mobile communications behaviors like reading email and texting; the average US online adult has a Communicate Score of 38 The Consume Score measures behaviors like reading news or watching video, with an average score of 26 The Transact Score tracks behaviors like online buying or service, with an average score of 14 When evaluating mobile communication or content features, look for a score of at least 30 among your target group; for transactions, a score of at least 25 indicates readiness FIGURE The Mobile Mind Shift Index Of Online US Consumers Mobile intensity 28 10 20 UNSHIFTED Mobile expectation 30 40 50 60 TRANSITIONAL 80 90 100 SHIFTED Mobile behavior 38 41 70 COMMUNICATE CONSUME 26 TRANSACT 14 Base: 61,222 US online adults (18+) Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2015 © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook FIGURE The Mobile Intensity Score Changes With Geography Mobile intensity Metro Brazil Metro China US Germany UK 42 38 28 24 19 10 UNSHIFTED 20 30 40 50 60 70 TRANSITIONAL 80 90 100 SHIFTED Base: 2,000 to 61,222 online adults (18+) Note: “Metro” refers to surveys that reach only inhabitants of major cities Source: Forrester’s Global Consumer Technographics® Online Benchmark Survey, 2015 Younger Consumers Are Further Along On The Mobile Mind Shift Let’s see how you can use these scores in practice to prepare for targeting a specific group with mobile ads, sites, or apps Consider a company like a health insurer that has two potential target groups: young US online consumers aged 18 to 24 and older US online consumers aged 65 and up As you might imagine, these two groups have completely different mobile profiles (see Figure 4): › The 18-to-24-year-olds are avid mobile consumers Their Mobile Intensity Score of 52, higher than all other online adult age groups, indicates heavy and varied use of mobile devices Their Mobile Expectation Score of 56 is also very high, indicating that any marketer whose brand is not present or engaged will disappoint these young consumers Finally, their Communicate Score and Consume Score indicate they’re ready to consume and act on mobile information, but their Transact Score shows they’re less experienced with mobile transactions, as you might expect with younger consumers who have less disposable income A health insurer targeting this group should create a full-featured application that provides content, but it may find this group of customers understandably reluctant to sign up for insurance on a phone › By contrast, those 65 and over are just beginning to adopt mobile interactivity With a Mobile Intensity Score of only and low Mobile Expectation and Mobile Behavior Scores as well, this group is not really ready for sophisticated mobile interactions An insurer that invests in mobile apps for this group is well ahead of its market © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook FIGURE The Mobile Mind Shift Index Of US Online Adults In Two Age Groups Mobile intensity US online average* Age range 18 to 24 65 and over 47 10 UNSHIFTED Mobile expectation 18 to 24 54 20 30 40 50 60 TRANSITIONAL 70 80 90 100 SHIFTED Mobile behavior 18 to 24 53 COMMUNICATE CONSUME 39 22 65 and over TRANSACT 65 and over COMMUNICATE 14 16 CONSUME TRANSACT Base: 7,592 to 8,816 US online adults in the specified age range *Base: 61,222 US online adults (18+) Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015 © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook Using The MMSI To Inform And Define A Mobile Marketing Strategy Let’s examine the situation of a company that makes baby products — is its target market of young parents open to and expecting mobile engagement? We’ll analyze their readiness by computing the MMSI of US online parents of children years old or younger (see Figure 5): › Mobile is appropriate for this group of parents With a mean Mobile Intensity Score of 39, this group is well above average If you’re marketing to them, mobile is worth pursuing Fisher-Price, for example, produces multiple apps to amuse babies and remind parents to associate their brand with baby toys and education The company even makes a colorful plastic case that holds an iPhone and, presumably, keeps it safe from the rough treatment a baby might subject it to › They expect mobile utility Parents of young children have a Mobile Expectation Score of 59 This score demands a response At the very least, any marketer targeting this group must configure a mobile site to provide easy access to mobile content Apps like Johnson & Johnson’s Bedtime application, which helps parents with babies’ sleep problems, would be readily accepted by this group › They’re ready to communicate and consume but less ready to transact With a Communicate Score of 54 and a Consume Score of 40, these parents are ready for interactive features and content Oceanhouse Media, for example, makes a $14.99 app with interactive Dr Seuss books that has received 75% four- and five-star ratings in the Apple App Store.19 An online retailer that sells baby products might have less success; these parents have a Transact Score of 25, which means this group is not that avid for mobile transactions © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook FIGURE The Mobile Mind Shift Of US Online Parents Of Children Years Old Or Younger Mobile intensity US online average* 39 10 20 UNSHIFTED Mobile expectation 59 30 40 50 60 70 TRANSITIONAL 80 90 100 SHIFTED Mobile behavior 54 COMMUNICATE CONSUME 40 TRANSACT 25 Base: 6,853 US online adults (18+) who are parents with a child under the age of living with them *Base: 61,222 US online adults (18+) Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015 Recommendations Align Your Mobile Marketing With The Customer Life Cycle Once B2C marketers have used the Mobile Mind Shift Index to assess what their market is ready for, they can see where mobile fits into their marketing efforts Even though there is no one-size-fits-all solution and some tactics may fit at different stages, we recommend using the customer life cycle as a lens to focus marketing efforts where they’re most effective.20 As you align your mobile efforts with the life-cycle stages, recognize that mobile customers change their behavior quickly and that you’ll need to keep up with their increasing appetites for ever-easier mobile interactions › Discover stage: Use mobile advertising wisely and in context Recognize that most customers will not start with your app or site but by searching for information Mobile search and advertising on media sites and apps can enhance the discovery process Norwegian Cruise Line (NCL), for example, targets search ads according to day part to boost its contextual relevance If you’re © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook looking for broad exposure, be aware that the Facebook app reaches 65% of US smartphone owners — by far the highest reach of any non-native mobile app, with the average user accessing every other day for 15 minutes on average.21 › Explore stage: Connect customers with essential information quickly Customers explore websites but expect their phones to accelerate those explorations quickly Your ads and mobile sites must engage them directly For example, Samsung’s Facebook ads provide customized device comparisons InterContinental Hotels Group’s mobile site makes it as easy as possible to find and research room availability › Buy stage: Influence purchases on and off the phone Mobile direct transactions are growing quickly, generating $115 billion via smartphones and tablets in the US alone at the end of 2015, representing almost 35% of US eCommerce.22 However, mobile plays an even bigger role in the cross-channel shopping with nearly one-third of desktop sales now involving mobile prior to purchase.23 Even so, marketers can use mobile to influence sales, as retailers like Best Buy when they use 2D bar codes on shelves to provide information and reviews about products Apps can also help drive repeat purchases: Sephora’s app accomplishes this by reminding loyalty-card shoppers of their recent purchases Walgreens’ app creates repeat buys by making refilling a prescription as easy as scanning the bar code on the pill bottle › Use stage: Use apps to deepen relationships Once the customer has made a purchase, use apps and messaging to engage that customer further Nike’s collection of digital running apps ensures that customers keep it in mind between sneaker purchases Krispy Kreme’s app includes push notifications to remind you when hot doughnuts are available nearby — even if you’re not right next to a store, these reminders make sure you can’t stop thinking about fresh doughnuts › Ask stage: Reduce support costs as you strengthen relationships Customer support is a cost center, and sales pitches in the middle of call-center interactions can be awkward But when support is on the phone app, sales can seem far more natural An American Airlines customer who checks the app to see if she got a free upgrade — and finds she didn’t — is a prime prospect for an offer to buy that same upgrade, especially if that purchase takes only a couple of taps But these sorts of interactions happen only because the same app provides lots of utility the customer finds essential, like mobile check-in and gate notifications › Engage stage: Tap your happy customers for social promotion A happy customer is a vector to spread awareness to the next generation of customers — his friends That’s why mobile media sites like bostonglobe.com make it extremely easy to share articles on Facebook, Twitter, or by email Guinness’ Pub Finder app taps into the customer’s desire to share with friends the best place to quaff a cold, dark pint © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 10 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook Engage With An Analyst Gain greater confidence in your decisions by working with Forrester thought leaders to apply our research to your specific business and technology initiatives Analyst Inquiry Analyst Advisory Ask a question related to our research; a Forrester analyst will help you put it into practice and take the next step Schedule a 30-minute phone session with the analyst or opt for a response via email Put research into practice with in-depth analysis of your specific business and technology challenges Engagements include custom advisory calls, strategy days, workshops, speeches, and webinars Learn more about inquiry, including tips for getting the most out of your discussion Learn about interactive advisory sessions and how we can support your initiatives Supplemental Material Survey Methodology Forrester’s Q2 2015 Global Mobile Maturity Executive Survey received 215 complete or partial responses from professionals from our ongoing Marketing and Strategy Research Panel The panel consists of volunteers who join on the basis of interest and familiarity with specific marketing and strategy topics For quality assurance, panelists are required to provide contact information and answer basic questions about their firms’ revenue and budgets Forrester fielded the survey in Q3 2015 Respondent incentives included a summary of the survey results Exact sample sizes are provided in this report on a question-by-question basis Panels are not guaranteed to be representative of the population Unless otherwise noted, statistical data is intended to be used for descriptive and not inferential purposes For the Forrester North American Consumer Technographics Online Benchmark Survey (Part 1), 2015, Forrester conducted an online survey fielded in March 2015 of 61,222 US individuals and 6,642 Canadian individuals ages 18 to 88 For results based on a randomly chosen sample of this size (N = 61,222 in the US and N = 6,642 in Canada), there is 95% confidence that the results have a statistical precision of plus or minus 0.4% of what they would be if the entire population of US online adults (defined as those online weekly or more often) had been surveyed and plus or minus 1.2% of what they would be if the entire population of Canadian online adults had been surveyed Forrester weighted the © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 11 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook data by age, gender, income, broadband adoption, and region to demographically represent the adult US and Canadian online populations The survey sample size, when weighted, was 61,222 in the US and 6,638 in Canada The behavioral data in this report comes from Forrester’s US Consumer Technographics Behavioral Study, our ongoing smartphone and tablet behavioral tracking panels in the US Data is taken from 2,775 US online smartphone owners (18+) from January 2015 to June 2015 Forrester uses ResearchNow’s passive meter tracking technology on an ongoing basis to capture and record all smartphone behaviors and, for a subset of the panel, tablet behaviors The behavioral tracking panel in the US is weighted to be representative of online smartphone owners Each of the panelists downloaded an application that runs a passive metering technology to measure what people in their daily lives on their smartphones and tablets Panelists are monetarily incentivized on a monthly basis for their participation We track behavior on iOS and Android supported devices for apps that communicate with web servers, with the exception of preinstalled (native) email and messaging apps We collect URL website data from native web browsers that come preinstalled on a user’s smartphone/tablet at the truncated URL level For non-native (downloaded) web browser apps, we not collect URL behavior We apply data cleaning rules to eliminate outliers including: individual session cleaning, extremely heavy user sessions, minimum usage sessions, and extreme user daily aggregated single app usage and total app usage We remove certain native applications that are part of the back-end process We calculate all behavioral metrics at the month level and average equally across months for the date range specified All data displayed has a sample size of more than 30 participants We not deem any data with a sample size of fewer than 30 as statistically representative of a general population Endnotes Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey This definition and much of the material in this report comes from Forrester’s most recent book Source: Ted Schadler, Josh Bernoff, and Julie Ask, The Mobile Mind Shift: Engineer Your Business to Win in the Mobile Moment, Groundswell Press, 2014 Source: Forrester Research World Mobile And Smartphone Adoption Forecast, 2015 To 2020 (Global) Source: Sanna Chu, “How Often Do You Check Your Phone? Locket App Data Shows Users Unlock Smartphone 110 Times Per Day,” iDigitalTimes, October 8, 2013 (http://www.idigitaltimes.com/how-often-do-you-check-your-phonelocket-app-data-shows-users-unlock-smartphone-110-times-day-364787) Source: Forrester’s US Consumer Technographics Behavioral Study, January 2015 To July 2015 Source: Forrester’s North American Consumer Technographics Online Benchmark Survey (Part 1), 2015 For more information on the future of mobile banking, see the “The State Of Mobile Banking, 2015” Forrester report Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 12 FOR B2C MARKETING PROFESSIONALS December 8, 2015 A Marketer’s Guide To The Mobile Mind Shift Landscape: The Mobile Marketing Playbook Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey 10 Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey 11 For more information on the disparity between consumer usage and marketer expectations, see the “Your Customers Will Not Download Your App” Forrester report 12 Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey 13 For more information on growing and support marketing mobile initiatives, see the “Organize For Mobile Marketing Success” Forrester report 14 Source: Forrester’s Q2 2015 Global Mobile Maturity Executive Survey 15 Our first version of the Mobile Mind Shift Index was based on the concept of the always addressable customer and did not include expectation and behavioral components See the “The Mobile Mind Shift Index” Forrester report 16 Because people use smartphones so much more frequently than tablets, we weight the frequency and locations data for smartphones significantly more than the same information for tablets when calculating the Mobile Intensity Score 17 For a peek into the global data around the mobile mind shift, see the “The New Mobile Mind Shift Index: Global” Forrester report 18 Source: Forrester’s Global Consumer Technographics Online Benchmark Survey, 2015 19 Source: “Dr Seuss Bookshelf,” Apple App Store (https://itunes.apple.com/us/app/dr.-seuss-bookshelf/ id543665995?mt=8) 20 For more on the customer life cycle, see the “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report 21 Source: Forrester’s US Consumer Technographics Behavioral Study, January 2015 To June 2015 22 For more information on future trends involving mobile commerce, see the “US Mobile Phone And Tablet Commerce Forecast, 2015 To 2020” Forrester report 23 Source: “State of Mobile Commerce Report,” Criteo, 2015 (http://www.criteo.com/resources/mobile-commercereport/) © 2015 Forrester Research, Inc Unauthorized copying or distributing is a violation of copyright law Citations@forrester.com or +1 866-367-7378 13 We work with business and technology leaders to develop customer-obsessed strategies that drive growth PRODUCTS AND SERVICES › › › › › › Core research and tools Data and analytics Peer collaboration Analyst engagement Consulting Events Forrester’s research and insights are tailored to your role and critical business initiatives ROLES WE SERVE Marketing & Strategy Professionals CMO B2B Marketing › B2C Marketing Customer Experience Customer Insights eBusiness & Channel Strategy Technology Management Professionals CIO Application Development & Delivery Enterprise Architecture Infrastructure & Operations Security & Risk Sourcing & Vendor Management Technology Industry Professionals Analyst Relations CLIENT SUPPORT For information on hard-copy or electronic reprints, please contact Client Support at +1 866-367-7378, +1 617-613-5730, or clientsupport@forrester.com We offer quantity discounts and special pricing for academic and nonprofit institutions Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world We work with business and technology leaders to develop customer-obsessed strategies that drive growth Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations 60279 For more information, visit forrester.com