Why Read This
Consumers' spending on products and services via mobile devices, as well as their increasing reliance on them for product research, is intensifying the mobile imperative for retailers. Forrester recommends the POST methodology to eBusiness professionals developing mobile strategies and building out services. The first step is understanding the mobile behavior of your own customers. Forrester analyzes the combination of consumers' mobile behaviors to create a Mobile Technographics Profile that provides a comprehensive view of each segment's use of mobile phones. Doing so is essential, as consumer use of mobile phones will vary by shopping category. In this report, Forrester compares the mobile behavior of US online shoppers for consumer electronics, apparel, and home goods to illustrate these differences and how they have affected mobile service strategies across industries.