For Consumer Product Strategy Professionals

Will Radio Survive The Media Meltdown?

by Sonal Gandhi, November 12, 2009

The amount of time that US adults spend listening to radio has been on the decline. The trend is especially marked among young adults, who have taken to other audio platforms at a much greater rate. But radio as a format continues to be popular even as . . .

For Consumer Product Strategy Professionals

Mobile Technographics® In Europe

by Thomas Husson, November 5, 2009

The mobile revolution is only just getting started. Consumers will continue to shift their attitudes toward mobile phones — perceiving them not only as communication tools but also increasingly as entertaining and productive devices that can help them . . .

For Consumer Market Research Professionals

Technographics® Survey Highlights: US Youth Device Ownership And Habits  (598 KB PPT)

by Ina Mitskaviets, Corina Matiesanu, October 19, 2009

This highlight deck summarizes the key findings related to devices and mobile usage from Forrester's North American Technographics Youth Online Survey, Q2 2009 (US). This is the second survey highlight in a series from the North American Technographics . . .

For Consumer Product Strategy Professionals

The Convenience Quotient Of Mobile Services: A Facebook Case Study

How To Make Mobile Services As Convenient As PC-Based Experiences

by Julie A. Ask, October 14, 2009

The mobile industry has long imagined that cell phones may one day displace the PC for many consumer activities. For now, the vast majority of consumers prefer the PC to a mobile device for most Internet-based activities. But that will change as mobile . . .

For Consumer Product Strategy Professionals

Making Cloud-Based Music Services Fulfill Their Destiny

by Sonal Gandhi, September 4, 2009

On-demand music app Spotify is about to become available on the iPhone. This marks a giant step forward for cloud-based music. Services that aspire to provide a true cloud-based music experience should ensure that they are platform- and brand-agnostic . . .

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 Market Research Professionals

A Deep Dive Into European Consumers' Online Behavior, 2009

Consumers' Uptake Of Social Activities Deepens Their Online Engagement

by Olesia Klevchuk, August 13, 2009

For more than 10 years, Forrester has been tracking consumers' online and offline behavior in Europe. In recent years, we've published a dedicated report about their online behavior to understand the changes in this emerging medium. This year's European . . .

For Consumer Market Research Professionals

Technographics Insight: Who Buys Mobile Services In Asia Pacific?  (474 KB PPT)

by Reineke Reitsma, July 31, 2009

This Technographic Insight takes in depth look at mobile usage and activities in Asia. It takes a look at differences in mobile ownership and uses between Asian countries with a focus on mobile content purchasing habits. Insights are also offered around . . .

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 Consumer Product Strategy Professionals

The Re-Emergence Of The PC As A Proper Gaming Platform

by Paul Jackson, Abe Garon, July 9, 2009

Consumer behaviors are becoming increasingly mobile, and many are almost continuously connected to the Internet. Along with the move toward downloadable content, this trend will allow the PC to play an increasingly important role in the video gaming market. . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile POST

by Reineke Reitsma, July 9, 2009

Creating and implementing a sound mobile strategy is challenging, but as consumers adopt higher-end cell phones, companies need to understand how they should connect with consumers on a device that's always on and always available. Current mobile strategies . . .

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

How Big Is The eReader Opportunity?

Book Readers Drive The Market Now, But That Will Change

by Sarah Rotman Epps, May 27, 2009

The eReader market is hot: Barely a day goes by without an announcement of a new device release or acquisition. Amazon.com, leveraging its position as a dominant book retailer, has catalyzed the market for eBooks, but that's just the beginning of the . . .

For Consumer Market Research Professionals

A Consumer Market Researcher's Introduction To Mobile Technographics®

by Reineke Reitsma, May 22, 2009

Effective marketing requires sending the right message to the right person, and cell phones' anytime, anywhere character makes them the perfect delivery system for that message. The ubiquity of cell phones in people's everyday lives comes as no surprise, . . .

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

How To Grow US Mobile Video Adoption

by Neil Strother, Seth Fowler, April 20, 2009

The US audience for mobile video is growing but moving toward a freely distributed, online-based model and away from subscription-based models. Advances in handset and network technology are making mobile video faster and higher-quality, but significant . . .

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

Monetizing Social Music

Choosing The Right Product And Services Strategy

by Mark Mulligan, April 8, 2009

As CD sales continue to fall off the proverbial cliff and the paid download market fails to take up the slack, social music destinations prosper, utilizing the power of the Web to a degree that download stores never did. Although the most sophisticated . . .

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® Insight: Word-Of-Mouth Youths Are Active Online And Comfortable With Their Mobile Devices  (416 KB PPT)

by Corina Matiesanu, March 27, 2009

This Technographics Insight looks at ‘Word of mouth’ youths in the US. It examines their online and social networking behaviors, mobile behaviors and preferred communication channels for interacting with their friends and interacting with their favorite . . .

For Consumer Product Strategy Professionals

Preparing For The Coming Online TV Backlash

An Open Letter To An Industry On The Verge Of A Big Mistake

by James L. McQuivey, Ph.D., March 13, 2009

Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside the secretive halls of content producers and rights holders. . . .

For Consumer Market Research Professionals

Technographics® Insight: Young Hispanics Are Mobile's Bleeding Edge  (228 KB PPT)

by Tamara Barber, February 25, 2009

This Technographics Insight takes a look at Hispanic Gen Y consumers. It compared their mobile activities to those of non-Hispanic young consumers.

For Consumer Product Strategy Professionals

Preparing For New Competitors In The Mobile Game Console Market

by Julie A. Ask, February 25, 2009

Nintendo has dominated the mobile console market since the introduction of the original Game Boy, but the rise of powerful new devices like the Sony PSP and Apple's iPhone means the mobile console market is more competitive than ever before. This competition . . .

For Consumer Product Strategy Professionals

Mobile World Congress 2009: At The Heart Of A New Ecosystem

by Thomas Husson, February 24, 2009

With disruptive technologies ahead, the Mobile World Congress (MWC) was an amazing glimpse of what the future of mobile services could be. Despite gloomy expectations of a tough year to come, we see an industry that is confident of its future and that . . .