Forrester

For Marketing Leadership Professionals

Report:The Products That Lose When Tablets Win

Cannibalization Will Accelerate With The Next Wave Of Tablet Buyers

Product strategists regard tablets with an anxious eye, pondering the extent to which tablets will cannibalize products like newspapers, magazines, laptops, netbooks, and TVs. Forrester's data...

• Downloads: 1253

For Marketing Leadership Professionals

Report:Best Practices For Tablet Media Apps

Leverage These Business Models And Features For Media App Success

Product strategists launching media applications on tablets have an opportunity to launch new products on these devices and enter a new era of media consumption. The tablet is a unique device with...

• Downloads: 934

For Marketing Leadership Professionals

Report:US Tablet Buyers Are Multi-PC Consumers

Product Strategists Must Position PCs And Peripherals Within A Multidevice Lifestyle

The success of the Apple iPad has created a halo around tablets in general: Consumers are interested in these devices, even if they're confused about what they actually are. US online consumers who...

• Downloads: 973

For Marketing Leadership Professionals

Report:What US Consumers Want From Local Search

Despite all the bells and whistles that are increasingly available to them, consumers conducting online searches for local businesses want the basics. They eschew fancier features like videos and...

• Downloads: 486

For Marketing Leadership Professionals

Report:Gen Y Points To A Mobile Future For Local Search

Search is a high-stakes business: Forrester estimates that the US search market overall is worth $15 billion in 2009, of which local advertising spend is nearly $4 billion. The companies vying for a...

• Downloads: 827

For Marketing Leadership Professionals

Report:The Recession's Impact On US Media Consumers

Eighteen months into the US recession, consumers are feeling the pain. They're cutting back on certain forms of media and entertainment, such as buying music CDs, DVDs, and magazines from a store or...

• Downloads: 545

For Marketing Leadership Professionals

Report:Six Ways Online Publishers Can Boost CPMs

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this...

• Downloads: 669

For Marketing Leadership Professionals

Report:Who Pays For Online Content?

Soft Ad Revenues Make Publishers Look Twice At Content-Buying Consumers

As the economy continues to slide into recession, advertisers are curbing spend in all channels, including online: Publishers like AOL, Yahoo!, and the New York Times Company reported a decrease in...

• Downloads: 1134

For Marketing Leadership Professionals

Report:What Engagement Means For Media Companies

Forrester's Framework Measures Four Dimensions Of Engagement

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and...

• Downloads: 1008

For eBusiness & Channel Strategy Professionals

Report:What Consumers Want From Magazine Web Sites

Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that...

• Downloads: 496

For eBusiness & Channel Strategy Professionals

Report:US B2C Online Paid Content: Five-Year Forecast

Experiential Games Have Currency, But TV And News Want To Be Free

Since Forrester last published its online paid content forecast in 2006, the world has radically changed. The definition of "online" has expanded. Once defined narrowly as the PC browser-accessed...

• Downloads: 1064

For eBusiness & Channel Strategy Professionals

Report:Print Magazine And Newspaper Subscribers Plan Cutbacks In The Year Ahead

Consumer Publications Will Suffer More Than Business Publications

The economic downturn is causing consumers to cut back even on small expenditures like print magazine and newspaper subscriptions. Forrester's data suggests that magazines will feel the pain more...

• Downloads: 336

For eBusiness & Channel Strategy Professionals

Report:How Social Media Disrupts Online Classifieds

Employment Classifieds Illustrate The Industry's New Paradigm

Classifieds have already been through a radical transformation from print to digital, and now the industry is experiencing further disruption from social applications like ratings and reviews, wikis,...

• Downloads: 769

For eBusiness & Channel Strategy Professionals

Report:What US Online Consumers Want From News Web Sites

Local and national TV stations, newspapers, and radio stations still have core audiences for local and national news, sports, and entertainment, but they've failed to fully transport those audiences...

• Downloads: 461

For eBusiness & Channel Strategy Professionals

Report:How To Leverage Social Media For Audience And Revenue Growth

Social Strategies For Media And Entertainment eBusiness

The groundswell of consumers using social technologies poses both a threat and an opportunity for media companies. The threat has often been more visible than the opportunity: User-generated content...

• Downloads: 2065

For eBusiness & Channel Strategy Professionals

Report:Publishers Must Focus On Audience, Not Content

CNET Networks Partners With Yahoo!, Blazing A New Path For Publishers

Since the mid-1990s, the cornerstone of publishers' digital strategy has been to drive traffic to their Web sites where they sell ads against readers of their content. But there are limits to how...

• Downloads: 546

For eBusiness & Channel Strategy Professionals

Report:The Fragmentation Of Yesterday's Newspaper

Audiences Go Elsewhere For Content That Newspapers Once "Owned"

The newspaper industry faces formidable challenges: In 2007, publicly traded US newspaper companies collectively lost $11 billion, or 26% of their value. Print circulation for paid newspapers in the...

• Downloads: 750

For eBusiness & Channel Strategy Professionals

Report:How Travelers Use Online Video

Travel's location-based nature and activity-laden itineraries make it an ideal subject for online video. Forrester's consumer data shows that 9% of US online leisure travelers watch travel-related...

• Downloads: 567

For eBusiness & Channel Strategy Professionals

Report:Where US Online Leisure Travelers Visit And The Types Of Trips They Research Online

In a soft market, travel eBusiness professionals will succeed only if they first master the essentials: knowing what categories of destinations US online leisure travelers visit and the types of...

• Downloads: 468

For eBusiness & Channel Strategy Professionals

Report:The Social Technographics® Of US Online Travelers

User-generated content influences travelers' booking decisions, and travel eBusiness professionals know that they need to address their customers' needs for social media on their Web sites. Creating...

• Downloads: 554

For eBusiness & Channel Strategy Professionals

Report:What Travel Sellers Should Know About Desktop Widgets

Desktop widgets hold potential benefits for travelers and travel sellers, but only if they are executed well. The best widgets can drive revenue for travel sellers through sellers' preferred...

• Downloads: 281

For Marketing Leadership Professionals

Report:Executive Q&A: Social Tagging For eBusiness

Answers To eBusiness Professionals' Common Questions About Social Tagging

Social tagging, a way for consumers to label and search for products and content on the Web, is now cropping up on mainstream eBusiness sites across industries, including retail, travel, financial...

• Downloads: 229

For eBusiness & Channel Strategy Professionals

Report:How Travel Marketers Are Serving "The New Boss"

Highlights From The ATME 2007 Conference

At the annual conference of the Association of Travel Marketing Executives, industry marketers, eBusiness professionals, and product and channel professionals discussed the implications of operating...

• Downloads: 184

For eBusiness & Channel Strategy Professionals

Report:Demystifying Tagging For Travel Sellers

How To Make Folksonomy Work For Your Web Site

As travelers embrace Social Computing technologies, travel sellers are responding by launching initiatives like blogs, user reviews, and community sites. Few, however, have ventured into the world of...

• Downloads: 204

For eBusiness & Channel Strategy Professionals

Report:How Social Computing Changes The Way You Sell Travel

Online Travel Will Shift From Passive Selling To Active Engagement

Advances in Social Computing — the collection of technologies enabled by cheap peer-to-peer connections, such as blogs, wikis, and social networks — are changing the way you sell travel....

• Downloads: 488