For Consumer Market Research Professionals

Technographics® Survey Highlights: US Mobile Investing  (663 KB PPT)

by Jacqueline Anderson, November 5, 2009

This highlight deck summarizes the key findings related to incidence, interest and barriers to mobile investing. This is the first survey highlight in a series from the North American Technographics Investments And Insurance Online Survey, Q3 2009 (US).

For Consumer Market Research Professionals

Technographics® Survey Highlights: US Online Consumers' Investment Behaviors  (549 KB PPT)

by Jacqueline Anderson, October 28, 2009

This highlight deck summarizes the key findings related to consumers' investment behaviors. This is the third survey highlight in a series from the North American Technographics Investments And Insurance Online Survey, Q3 2009 (US).

For eBusiness & Channel Strategy Professionals

Seizing Insurance's Mobile Opportunity

Customer Adoption And Investment Grow As US Insurers Play Catch-Up

by Chad Mitchell, October 22, 2009

Smartphone adoption among US insurance customers is growing, and customers are beginning to engage with insurers via the mobile Web for policy administration, claims, and bill pay. eBusiness and emerging channel strategy executives at US insurers like . . .

For Consumer Product Strategy Professionals

Mobile Strategy: Frequently Asked Questions

FAQs From Forrester's European Clients About Leveraging Mobile's Growth

by Thomas Husson, October 20, 2009

Client interest in mobile has exploded in the past year, partly thanks to the tremendous success of the iPhone/Apple App Store. Many brands that are starting to create a mobile presence are bombarding us with questions. To help them define — or refine . . .

For Interactive Marketing Professionals

How Email Marketers Should Capitalize On Youth Communication Patterns

Four Tactics For Relevance In The Youth Inbox

by David Daniels, October 1, 2009

Ninety percent of US online youths surveyed in our recent youth online survey have at least one email account. While just 19% of US online youths report opting in to email newsletters, they are highly engaged in the viral aspects of email. But US youths . . .

For eBusiness & Channel Strategy Professionals

iPhone Apps Fill Mobile Banking Gaps

Forgotten Functionality Holds Clues To What Banks Should Do Next

by Emmett Higdon, Alexander Hesse, September 15, 2009

Apple's iTunes App Store now offers more than 1,000 personal finance applications from banks and third-party developers for download. While today's iPhone apps from the largest banks add little value beyond what is already delivered through online banking . . .

For eBusiness & Channel Strategy Professionals

Case Study: Nationwide Insurance Uses Mobile To Offer Customers Self Service On The Road

A Mobile POST Case Study

by Julie A. Ask, Chad Mitchell, September 11, 2009

Nationwide Mutual Insurance was the first US insurer to develop a custom mobile application for the Apple iPhone. The firm's mobile application offers customers the ability to file a claim and upload pictures of an accident, follow a detailed accident . . .

For Consumer Product Strategy Professionals

Case Study: Bank Of America Makes The Most Of Mobile Banking

A Mobile POST Case Study

by Julie A. Ask, Seth Fowler, September 3, 2009

Bank of America's mobile strategy aims to offer customers control of their accounts and convenient information through the most advanced mobile services available. Connectors and SuperConnecteds, whose cell phone habits include using productivity-enhancing . . .

For Consumer Product Strategy Professionals

The Future Of Music On Cell Phones

by Sonal Gandhi, August 17, 2009

Uptake of music on phones in the US has been lackluster so far. Part of the reason is that mobile and music providers have focused on their business models first and the user experience second. Europe and Asia have fared better in terms of user adoption, . . .

For Consumer Product Strategy Professionals

Mobile Contactless Payments In Europe: The Reality Beyond The NFC Hype

by Thomas Husson, July 28, 2009

Many firms in the mobile and financial arena in Europe want to replicate the success of Japan's mobile contactless payments. Many of them are focusing on leveraging a standardized technology — Near Field Communication (NFC). Forrester warns that mobile . . .

For eBusiness & Channel Strategy Professionals

Travel eBusiness Must Champion Mobile Booking Benefits

by Diane Clarkson, July 22, 2009

One in three US online business travelers and nearly one in four US online leisure travelers own Web-enabled mobile phones. Roughly one-half of these travelers have used their mobile devices for travel-related mobile data services such as flight alerts . . .

For eBusiness & Channel Strategy Professionals

Success In Mobile Commerce Means Asking The Right Questions Now

by Sucharita Mulpuru, July 16, 2009

Forrester recently adapted its methodology for creating a successful social strategy — based on understanding people, objectives, strategy, and technology (POST) — to the mobile strategy space. While Forrester believes mobile commerce is still nascent, . . .

For eBusiness & Channel Strategy Professionals

Realities Of Mobile Commerce In Europe

by Victoria Bracewell Lewis, July 15, 2009

New mobile handsets, technologies, and applications are beginning to engage shoppers in growing numbers throughout Europe. Although adoption remains low, customers will increasingly use their mobile devices to find stores, research products, make purchases, . . .

For Consumer Market Research Professionals

Technographics® Insight: Global Mobile Internet And Mobile Content  (624 KB PPT)

by Olesia Klevchuk, July 6, 2009

This Technographics Insight takes a look at 2009 consumer mobile adoption in North America, Europe and Asia Pacific. It examines the role of a mobile phone in communication, search and entertainment base activities around the globe.

For Consumer Product Strategy Professionals

The Future Of Location-Based Services: Four Service Categories Will Emerge

by Thomas Husson, June 29, 2009

Location is at the very heart of the mobile value proposition. Thirty percent of European online consumers with mobile phones are interested in using mobile GPS/navigation services, while 52% of smartphone owners with unlimited mobile Internet packages . . .

For Consumer Product Strategy Professionals

Case Study: E*TRADE Leverages Mobile To Offer Customers More Convenient Services

A Mobile POST Case Study

by Julie A. Ask, May 27, 2009

E*TRADE's Mobile Pro application for the BlackBerry is the excellent result of a thoughtful and well-executed mobile strategy. The strong representation of SuperConnecteds and Connectors within the Mobile Technograhics Profile of its customer base opened . . .

For Interactive Marketing Professionals

Does Mobile Marketing Matter Yet?

by Christine Spivey Overby, May 4, 2009

Mobile promises new ways for marketers to connect with their customers — like branded applications, video, and even on-the-go transactions — eventually. But in the short term, the recession will limit marketers' mobile ambitions. We recommend that most . . .

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 Market Research Professionals

Technographics® Survey Highlights: North American Technographics Travel Online Survey, Q1 2009  (401 KB PPT)

by Ina Mitskaviets, April 9, 2009

This highlight deck summarizes the key findings from Forrester's North American Technographics Travel Online Survey, Q1 2009.

For Consumer Product Strategy Professionals

App Stores Plug A Critical Gap In Existing Mobile Internet Strategies

by Ian Fogg, April 3, 2009

Mobile application stores are the missing link in the emerging mobile Internet ecosystem. Without stores, few consumers will discover, download, or buy mobile applications or widgets. This is ironic: Mobile applications aspire to improve the mobile Internet . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: European Technographics Online Financial Services Survey, Q4 2008  (418 KB PPT)

by Olesia Klevchuk, Corina Matiesanu, March 20, 2009

This highlight deck summarizes the key findings from Forrester¿s European Financial Services Online Survey, Q4 2008.

For Interactive Marketing Professionals

Flexing The Mobile Channel In A Recession

How Interactive Marketers Can Leverage Mobile In A Downturn

by Neil Strother, March 6, 2009

One-third of consumers expect to alter their use of cell phones and wireless services this year as they cope with a faltering economy, and many will change their buying habits to lower spending. Interactive marketers seeking to reach mobile consumers . . .

For Consumer Product Strategy Professionals

Mobile Travel In Europe: Focus On Services, Not Transactions

by Ian Fogg, February 18, 2009

According to a September 2008 JupiterResearch survey, 17% of frequent online travel buyers would be interested in receiving SMS alerts and travel information while traveling, and 12% would be interested in using the mobile Internet to book travel or manage . . .

For eBusiness & Channel Strategy Professionals

The Emerging Opportunity In Mobile Commerce

Explosive iPhone Adoption Resuscitates An Old Idea

by Sucharita Mulpuru, February 12, 2009

The rapid consumer adoption of the iPhone has encouraged retailers to once again consider the mobile-enabled commerce opportunity. Only 14% of US Web buyers who own a mobile device that is capable of accessing the mobile Internet have used it to make . . .

For eBusiness & Channel Strategy Professionals

The Tasty Opportunity For Restaurants Online

Online Ordering Has Clear Benefits, But Execution Needs Help

by Sucharita Mulpuru, February 12, 2009

Despite only a few restaurants having Web ordering capabilities, nearly one in three US Web buyers say that they have ordered food online, either through a PC or mobile device. Forrester believes the Web can provide an extremely efficient way to service . . .