For Consumer Product Strategy Professionals

US Mobile Forecast, 2009 To 2014

Growth Will Continue Despite Looming Subscriber Saturation

by Charles S. Golvin, Seth Fowler, November 6, 2009

Mobile phones and networks have reached near-ubiquity in the US. Despite a paucity of new subscribers to sell service to, mobile operators will continue to reap the benefits of the advance of their technology over the coming five years. Postpaid subscriptions . . .

For Consumer Product Strategy Professionals

Phone-Based Navigation Ticks Up

by Charles S. Golvin, October 19, 2009

Earlier this year, Forrester predicted that, while a growing number of consumers would embrace navigation solutions, the phone would be the most widely used tool for navigation by 2013. Our most recent data reinforces this claim, as phone-based solutions . . .

For Consumer Product Strategy Professionals

The Fastest-Growing Mobile Phone Category

It's Not Smartphones; It's Their Younger "Quick Messaging" Siblings

by Charles S. Golvin, October 8, 2009

While smartphones like Apple's iPhone, the BlackBerry Storm, and T-Mobile's Android-based MyTouch get all the attention, another category of mobile phones has quietly been accelerating its market share: the quick messaging device. These keyboard and/or . . .

For Consumer Market Research Professionals

The State Of Consumers And Technology: Benchmark 2009, US

A Life Stage Analysis Of The US Benchmark Survey

by Charles S. Golvin, Jacqueline Anderson, September 2, 2009

This report is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2009. It provides an overview of US consumers' demographics, behaviors, and technology attitudes by life stage. The document includes five-year forecasts . . .

For Consumer Product Strategy Professionals

Apple Furthers Its Phone World Domination Plan

by Charles S. Golvin, June 11, 2009

On June 8, 2009, Apple announced the latest addition to its iPhone lineup: the iPhone 3G S. Apple's decision to differentiate this new version via not only its new features, such as video capture and editing, but also its performance is an unusual one . . .

For Consumer Product Strategy Professionals

Phone-Based Navigation Will Dominate By 2013

But Devoted Devices Will Remain Relevant

by Charles S. Golvin, May 27, 2009

Navigation has become a popular application, and today more than one-third of North American consumers own or use navigation services via a built-in vehicle system, a devoted portable navigation device (PND), or a GPS-enabled mobile phone — 27% are owners . . .

For Consumer Product Strategy Professionals

The POST Method: A Systematic Approach To Mobile Strategy

Introducing Forrester's Mobile POST Method: People, Objectives, Strategy, And Technology

by Julie A. Ask, Charles S. Golvin, April 9, 2009

Mobile is hot, but too many executives take a backwards approach to developing a mobile initiative and begin with technology decisions such as "We need an iPhone application" or "Let's do something with SMS." Success in mobile demands a systematic approach, . . .

For Consumer Product Strategy Professionals

Mobile Technographics

Understanding Mobile Phone Usage Is The Foundation Of A Mobile Strategy

by Julie A. Ask, Charles S. Golvin, April 9, 2009

Consumer adoption and usage of mobile communication and multimedia services has reached critical mass. Any brand that interacts regularly with consumers — from retailers to banks to media companies to airlines — should be considering their mobile strategy. . . .

For Consumer Product Strategy Professionals

Consumers Are Ready For Home Remote Control

With Entertainment Networks On The Rise, Home Automation Is Next

by Charles S. Golvin, March 10, 2009

Home networks are the foundation of the digital home but are still primarily utilitarian — most networks are erected to share a broadband pipe among multiple PCs, and it's primarily PCs that are connected to them. Yet as consumers accumulate more and . . .

For Consumer Product Strategy Professionals

Understanding How US Consumers Buy Mobile

Except For A Fickle Minority, Service And Value Far Outweigh Devices As Drivers For Switching

by Charles S. Golvin, January 28, 2009

With cellular service saturation looming on the horizon — more than nine out of 10 US online consumers own a mobile phone today — mobile operators have shifted their focus to subscriber churn. Yet despite consumers' increased level of experience with . . .

For Consumer Product Strategy Professionals

Nokia to Evolve the Internet Tablet Range to Include Mobile Telephony

by Ian Fogg, December 14, 2008

The Nokia Internet tablet range runs the Linux-based Maemo operating system. The device ships with Nokia Maps, leveraging Nokia's acquisition of Navteq, a Mozilla-based browser that runs Adobe Flash and a full suite of Internet applications. Other proprietary . . .

For Consumer Product Strategy Professionals

Apple's iPod Touch Is an MID in All but Name

by Ian Fogg, December 14, 2008

The iPod Touch's software and hardware were developed in-house by Apple. However, as shipped, the iPod Touch includes software provided by leading Internet brands such as Google Maps and Yahoo! Weather, as well as a YouTube application. Additional leading . . .

For Consumer Product Strategy Professionals

Mobile Internet Devices

Identifying Prospective Consumer Buyers

by Ian Fogg, December 14, 2008

Device makers from the PC, consumer electronics, and mobile phone industries have begun to develop products in the new category of mobile Internet devices (MIDs)—devices that deliver an optimal Internet experience on the go in a highly pocketable device. . . .

For Consumer Product Strategy Professionals

Youth Spearhead Mobile Services Adoption

North American Youth Would Use Their Mobiles Even More If Service Improved

by Charles S. Golvin, December 2, 2008

Three-quarters of online youth in North America have a mobile phone today, including more than 90% of 18-year-olds. These young people rely heavily on their cell phones for a wide variety of communications and content services — in fact, they report spending . . .

For Consumer Market Research Professionals

The State Of Consumers And Technology: Benchmark 2008, Canada

A Generational Analysis Of Canadian Consumers

by Charles S. Golvin, October 31, 2008

This is a graphical analysis of the Canadian consumer market using Forrester's North American Technographics® Benchmark Survey, 2008. It forecasts device and service adoption, and it provides an overview of Canadian consumers' demographics, behaviors, . . .

For Consumer Market Research Professionals

Benchmark 2008: Forecast Growth Of Devices And Access In The US

North American Consumer Technographics

by Charles S. Golvin, July 25, 2008

A wide variety of digital technologies pervade the lives of US consumers today. More than half of US households now have broadband, 81% have a PC, and half of those have more than one PC. Among household devices and services — those shared among household . . .

For Consumer Market Research Professionals

Benchmark 2008: Everyone Goes Online, But Gen Yers Are The Early Adopters

North American Consumer Technographics

by Charles S. Golvin, Remy Fiorentino, July 21, 2008

Three-quarters of North American adults use the Internet at least monthly — Forrester's minimum threshold to be considered actively online. Online adults today average nearly 15 hours per week using the Internet. Although younger adults tend to use the . . .

For Consumer Market Research Professionals

Benchmark 2008: Mobile Is Everywhere

North American Consumer Technographics

by Charles S. Golvin, July 21, 2008

Cell phones are seemingly ubiquitous in North America today. Consumers in four out of five homes have a mobile phone, and the number jumps to 91% among households headed by a Gen Yer. The vast majority of these phones subscribe to service from the small . . .

For Consumer Market Research Professionals

Benchmark 2008: Gen Y And Gen X Lay Their Digital Home Foundations

North American Consumer Technographics

by Charles S. Golvin, July 21, 2008

Home networks — the foundation of the digital home — continued to grow in penetration in the past year: Today, 22% of North American households have a home network — and that number is growing rapidly; last year, the growth rate was 12%, but this has . . .

For Consumer Market Research Professionals

Benchmark 2008: Gen X Loves Gadgets The Most

North American Consumer Technographics

by Charles S. Golvin, July 21, 2008

Irrespective of whether it's devices like HDTVs that are shared by multiple household members or gadgets like mobile phones that are highly personal, you're most likely to find them in the homes and hands of Gen Xers. Gen Yers tend to favor personal devices . . .

For Consumer Market Research Professionals

The State Of Consumers And Technology: Benchmark 2008

A Generational Analysis Of The North American Benchmark Survey

by Charles S. Golvin, Ted Schadler, July 21, 2008

This is a graphical analysis of Forrester's North American Technographics® Benchmark Survey, 2008. It is our annual guide to device adoption and forecasts, demographics, and technology attitudes and behaviors based on a mail survey of 60,847 adults.

Is Nokia Monkeying With Music's Future?

"Comes With Music" Is Compelling And Unique But Is A Significant Departure For The Music Industry

by Paul Jackson, Charles S. Golvin, May 22, 2008

Nokia's "Comes With Music" offers a new take on unlimited music subscription services: You get to keep what you've downloaded even after your subscription has expired. "Comes With Music" will help Nokia sell more handsets, savvy consumers will get a chance . . .

For Consumer Product Strategy Professionals

Cord-Cutting Continues Unabated

Providers Have Little Hope Of Bringing Gen Yers Back To The Landline Fold

by Charles S. Golvin, May 9, 2008

Product managers of landline telecom service — both at incumbent telcos and at cable operators — continue to agonize over the ongoing trend of cord-cutting: customers disconnecting or never connecting fixed telephone lines in favor of using their mobile . . .

Who Wants To Buy A Mobile Internet Device?

The Likely First Wave Of Adopters Comprise 9% Of Online Consumers

by Charles S. Golvin, February 25, 2008

Device makers from the PC, consumer electronics, and mobile phone industries have begun to develop products in the new category of mobile Internet devices (MIDs) — devices that deliver an optimal Internet experience on the go in a highly pocketable device. . . .

For Consumer Market Research Professionals

Which Generations Are Adopting Consumer Technology Devices, 2007  (160 KB PPT)

by Charles S. Golvin, January 8, 2008

More than two-thirds of Seniors have a DVD player, but only 8% have a game console. How does PC and consumer device adoption vary across the generations?